- The Jamaica Tourist Board (JTB) has identified the expansion into emerging markets as a key strategic priority for 2025, with particular focus on Latin America.
- Tourism Director Donovan White announced the initiative during a press conference at JTB’s New Kingston office to launch the Jamaica Product Exchange (JAPEX) 2025. JAPEX is a collaborative effort between the JTB and the Jamaica Hotel and Tourist Association (JHTA) and is positioned as a cornerstone of Jamaica’s tourism growth strategy.
- White noted that Jamaica’s tourism sector cannot rely solely on its existing customer base if it is to achieve sustained growth. Therefore, as part of this strategy, the JTB has institutionalised efforts to grow arrivals from developing economies, with 17 Latin American markets actively targeted. Collectively, these markets represent a population of over 600 million—nearly double the size of the United States, Jamaica’s largest source market.
- This strategic shift is taking place against the backdrop of softer performance in key source markets, with stopover arrivals from the U.S. and Canada both contracting by 3.1% in the first half of 2025 and arrivals out of Europe fell by 7.1%. Of note, arrivals from South American markets offset the contraction, with stopovers increasing by 77.2% over the same period.
- The JTB is also exploring new opportunities in the Indian market as well as the Gulf Cooperation Council (GCC) region, further diversifying its long-term growth drivers.
- JAPEX was highlighted as a critical platform for strengthening Jamaica’s global tourism profile. The trade show convenes international buyers, local suppliers, businesses, and stakeholders, providing opportunities for partnerships and market development. The 2025 edition will be held from September 21–24 at the Montego Bay Convention Centre under the theme “JAPEX 2025: Ready, Set, Go!”.
- In addition to business meetings, international participants will engage in destination immersions, site visits, and product inspections, ensuring they depart with a clear understanding of Jamaica’s offerings and investment potential.
(Sources: JIS & NCBCM Research)