Jamaica Introduces the World’s First Destination Assurance Framework to Guarantee Safe and Quality Travel Experiences

Jamaica is setting its sights on a transformative future for its tourism sector, aiming to reach a historic milestone of eight million visitors and generate a staggering US$10 billion in revenue by 2030. In a bold announcement made during the Throne Speech at Gordon House on February 12, the Jamaican government unveiled its strategic roadmap for the 2026/2027 fiscal year, outlining the key actions that will drive growth and sustainability in the industry.

One of the central pillars of this ambitious plan is the diversification of tourism source markets. The government is prioritizing expansion into Latin America, the Middle East, and India, recognizing the potential these regions hold in contributing to the island’s growth. With a current market share of just two percent from Latin America, Jamaica aims to boost this to 10 percent by 2027. This strategic push is designed to broaden Jamaica’s reach to new and emerging markets, ensuring the country’s tourism landscape remains dynamic and resilient in the years ahead.

At the heart of Jamaica’s tourism future is the Local First Initiative, launched in October 2025. This program focuses on ensuring that tourism investments benefit the local population directly by fostering job creation and providing contracts for Jamaican businesses. By strengthening partnerships with Micro, Small, and Medium-sized Enterprises (MSMEs), the initiative aims to maximize local sourcing, stimulate economic growth within the country, and build a sustainable tourism ecosystem. This effort is expected to create a lasting impact on the local economy, empowering communities across the island to benefit from Jamaica’s booming tourism sector.

Reflecting on the 2025/26 fiscal year, the tourism sector has shown resilience in the face of challenges, including the devastating effects of Hurricane Melissa. Despite these setbacks, Jamaica welcomed 3.7 million visitors and generated US$3.8 billion in revenue, signaling a strong recovery. A major factor in this swift rebound was the work of the Tourism Recovery Task Force, which played a key role in coordinating the national response. By mid-December, Jamaica was able to fully reopen, sending a clear message to the global tourism market that the island was back in business.

To ensure continued growth and global competitiveness, the Jamaican government introduced the Destination Assurance Framework and Strategy, which was approved by the Cabinet. This pioneering policy, which is the first of its kind in the world, guarantees a safe, seamless, and high-quality experience for visitors. The framework sets new standards for public order and service quality, further strengthening Jamaica’s reputation as a world-class destination. By implementing this assurance policy, Jamaica is solidifying its position as a leader in ensuring top-tier visitor experiences, providing peace of mind to tourists and stakeholders alike.

The Jamaican government is also progressing with legislative reforms aimed at further strengthening the tourism sector. These include updates to the Tourist Board Act, the Modernised Travel Agencies Act, and amendments to the Bath of the Apostle and Milk River Bath Acts. These legislative changes are expected to pave the way for new public-private partnerships, which will bolster tourism infrastructure, improve services, and ensure a sustainable future for Jamaica’s tourism industry. As these reforms take shape, Jamaica will be better positioned to attract higher levels of investment and improve the quality of services across the sector.

In tandem with these policy and legislative advancements, the government is actively working to boost the island’s tourism offerings through new and innovative initiatives. By focusing on creating a more sustainable and high-quality tourism experience, Jamaica is not only aiming to be a top destination within the Caribbean but also a global model for sustainable tourism. The strategic roadmap set out for 2026/2027 reflects the country’s commitment to creating a future where tourism not only drives economic growth but also supports the preservation of the island’s rich cultural heritage and natural beauty.

In conclusion, Jamaica is on the path to becoming a premier global tourism destination, with its sights set on sustainable growth, diversification, and innovation. The government’s comprehensive approach to expanding source markets, investing in local businesses, implementing groundbreaking policies, and strengthening public-private partnerships will ensure the country remains at the forefront of the global tourism industry. As these initiatives take shape, Jamaica is poised to make a significant impact on the tourism world by 2030, meeting and exceeding its ambitious goals while positioning itself as a leader in high-quality, sustainable travel.

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