Jamaica Sets Ambitious Goal to Welcome Eight Million Visitors and Generate Ten Billion Dollars in Tourism Revenue by 2030 with Bold New Strategic Plan

Jamaica has unveiled a bold and ambitious plan aimed at positioning the island as a global tourism leader by 2030, targeting the arrival of eight million visitors and the generation of ten billion dollars in tourism revenue. This strategic plan outlines a clear path toward diversifying tourism markets, with a special focus on emerging regions like Latin America, the Middle East, and India, in order to increase the country’s market share and attract a more diverse group of international travellers. Additionally, the plan emphasises initiatives like the Local First Initiative, which ensures that the benefits of tourism reach local businesses and communities, thereby creating sustainable economic growth. Through this comprehensive approach, Jamaica aims to strengthen its position as a top-tier destination while ensuring that the tourism sector thrives for years to come.
Jamaica is embarking on a transformative journey to solidify its position as a global tourism leader, with a bold target of attracting eight million visitors and generating US$10 billion in tourism revenue by 2030. This ambitious vision was outlined in the country’s strategic roadmap for the 2026/2027 fiscal year, shared during the Throne Speech at Gordon House on February 12.
Expanding into New Tourism Markets for Growth
A key aspect of Jamaica’s tourism growth strategy is broadening its appeal beyond traditional markets. The government has identified Latin America, the Middle East, and India as priority regions for expansion. With a goal to increase the Latin American market share from 2% to 10% by 2027, Jamaica is targeting a more diverse pool of travellers. This market diversification will allow Jamaica to tap into emerging destinations with increasing interest in travel, ensuring that the island remains competitive as it attracts a broader and more varied set of tourists from all corners of the globe.
Local First Initiative to Strengthen Jamaica’s Domestic Economy
At the heart of Jamaica’s tourism strategy is the Local First Initiative, which was introduced in October 2025. The initiative focuses on ensuring that tourism investments have a direct and meaningful impact on Jamaican businesses and communities. By working closely with Micro, Small, and Medium-sized Enterprises (MSMEs), the initiative seeks to foster economic inclusion by ensuring that more jobs and contracts are available to Jamaicans. Strengthening the domestic supply chain and increasing local sourcing are key priorities, helping to generate employment and support sustainable growth within Jamaica’s tourism sector.
Resilient Recovery and Strong Tourism Performance Post-Hurricane Melissa
In reflecting on the 2025/26 fiscal year, the government highlighted the resilient recovery of Jamaica’s tourism sector following the disruptions caused by Hurricane Melissa. Despite the challenges, the country managed to welcome 3.7 million visitors and generate US$3.8 billion in revenue. A key factor in this recovery was the swift response from the Tourism Recovery Task Force, which played a pivotal role in ensuring the industry was up and running by mid-December. This recovery was crucial in reassuring global travellers and positioning Jamaica as a reliable destination that could bounce back quickly from adversity.
Ensuring Visitor Safety and Quality Experiences with Destination Assurance
The Jamaican government has introduced the Destination Assurance Framework and Strategy, described as the world’s first codified destination assurance policy. This initiative focuses on offering visitors a safe, seamless, and high-quality experience during their stay. With an emphasis on visitor safety and public order, the policy aims to enhance standards and maintain a strong reputation for Jamaica as a destination that prioritizes security and hospitality. This innovative framework will help ensure that Jamaica stands out not only for its natural beauty but also for the safety and comfort it offers to international travellers.
Alongside this, the government is advancing legislative reforms to further bolster the tourism industry. The Tourist Board Act, Modernised Travel Agencies Act, and amendments to the Bath of the Apostle and Milk River Bath Acts are among the ongoing legal updates. These reforms aim to create new opportunities for public-private partnerships and establish a stronger foundation for future growth in the tourism sector.
Positioning Jamaica as a Sustainable Tourism Leader
Jamaica is not just aiming to be a top Caribbean destination but also seeks to become a global model for sustainable tourism. With a strong focus on quality, local empowerment, and market diversification, the country is positioning itself to lead in the realm of sustainable travel. The vision to attract eight million visitors and generate US$10 billion in tourism revenue by 2030 is more than just an ambitious target; it reflects a clear commitment to ensuring the tourism industry benefits both visitors and Jamaicans alike.
Jamaica has unveiled a bold strategic plan to attract eight million visitors and generate ten billion dollars in tourism revenue by 2030, focusing on expanding into new markets and boosting local economic growth through the Local First Initiative.
Through this comprehensive strategy, Jamaica is building a future where its tourism sector can thrive in a sustainable and inclusive way. The country’s roadmap for growth is designed to set new benchmarks in the global tourism industry, ensuring that Jamaica continues to be a sought-after destination for decades to come.
The post Jamaica Sets Ambitious Goal to Welcome Eight Million Visitors and Generate Ten Billion Dollars in Tourism Revenue by 2030 with Bold New Strategic Plan appeared first on Travel And Tour World.

