Jamaica’s premier travel trade exposition, Jamaica Product Exchange (JAPEX) 2026  has been officially launched with Tourism Minister Edmund Bartlett, optimistic that this 36th edition will be a tremendous success.

The event will be held from September 14 to 18 in Ocho Rios, St. Ann, under the theme “Jamaica Reimagined.’ Organisers say this year’s staging of the travel trade show will showcase the destination’s resilience, innovation, and enduring appeal in the global marketplace.

The event continues to bring together hundreds of Jamaica’s leading tourism suppliers with international buyers, tour operators, and travel agents for pre-scheduled, results-driven business negotiations. It is a marketplace opportunity where partnerships are formed, contracts are negotiated, and Jamaica’s tourism product is positioned before the global marketplace.”

The first business day, suppliers will meet with international buyers, with the spotlight shifting the day after to travel advisors from destinations around the world. Additionally, delegates will participate in site visits across Kingston, Ocho Rios, Montego Bay, Negril, and the South Coast, culminating with a carnival-themed event at Sandals Dunn’s River.

Registrations have already been received from representatives of 22 countries, along with major local hotel brands. In a virtual address at Monday’s launch ceremony, Minister Bartlett highlighted that Ocho Rios was strategically selected as the host location in light of the impact of Hurricane Melissa on the island’s western region.

According to him, “This relocation was not simply a logistical decision. It was born of necessity… but it has become an opportunity,” arguing that by the time JAPEX gets underway, nearly 80 per cent of the island’s hotel room stock is expected to be back in operation with the remaining properties projected to reopen before the end of the first quarter of 2027.

For Minister Bartlett, “that is indeed a powerful signal of trust in Brand Jamaica and of the resilience of our tourism workers, our enterprises, and our communities,” noting that since its inception, JAPEX, which is jointly organised by the JTB and the Jamaica Hotel and Tourist Association (JHTA), has served as a vital platform for connecting Jamaica’s tourism industry with key international markets and stakeholders.

The Minister underscored the significant economic value of JAPEX, noting that the most recent staging of the trade show facilitated approximately J$100 million in commercial agreements and business negotiations for the tourism industry.

JAPEX Chair, Nicola Madden-Greig, outlined an enhanced and interactive agenda for the event, aimed at fostering meaningful partnerships and increasing stakeholder community engagement.