KINGSTON, Jamaica; Friday, June 20, 2025: Despite global headwinds in 2024, Jamaica’s tourism industry remained stable and registered continued success in penetrating emerging markets, according to Minister of Tourism, Hon. Edmund Bartlett, who delivered his 2025/26 Sectoral Debate presentation in Parliament on Tuesday, June 17. The address, themed “Thrive in 2025: Linking Tourism to Every Jamaican’s Success,” emphasized an expansion in focus from visitor numbers and hotel developments to a broader vision of tourism as a driver of inclusive, resilient, and sustainable national economic growth.
Minister Bartlett declared that the Government’s goal is to construct a tourism sector that touches the lives of every Jamaican, from farmers and artisans to tech innovators and young entrepreneurs. “Tourism is not a privilege for a few; it is a national asset that belongs to all of us,” he said. “We are creating shared opportunities across the value chain, from Negril’s white sand beaches to Morant Point’s rugged coastline,” Bartlett added.
Reflecting on the sector’s performance in 2024, the tourism minister noted that Jamaica welcomed 4.15 million visitors, generating earnings of US$4.3 billion. Minister Bartlett provided important context for this performance, citing global challenges that included economic uncertainty, geopolitical conflict, high interest rates, inflation, travel advisories, and extreme weather events such as Hurricane Beryl. He cited other factors, such as the Boeing aircraft delivery crisis, cyber disruptions, and the impact of an election year in the United States, that also contributed to the volatility in international travel.
Notwithstanding these challenges, Jamaica’s market diversification strategy yielded encouraging results. Minister Bartlett said while the United States, Jamaica’s primary source market, saw a 4.1% decline in arrivals—attributed largely to domestic uncertainties—this was offset by robust growth from other regions. Notably, Europe, including the United Kingdom, recorded a 9.1% increase, and Canada posted a 6.2% rise in visitor numbers compared to 2023.
Even more significant, the emerging markets of Latin America and the Caribbean experienced sharp increases of 13.2% and 25.1%, respectively. “These gains validate our investments in airlift development and targeted marketing in non-traditional markets,” Minister Bartlett noted. He continued, “we are seeing the tangible benefits of promoting Brand Jamaica across diverse regions.”
To support these efforts, the Government is investing heavily in air connectivity. Major upgrades are underway at both Norman Manley International Airport (NMIA) and Sangster International Airport (MBJ), while increased flight activity at Ian Fleming International Airport and plans for a fourth international airport in Negril will expand Jamaica’s reach even further. These enhancements are designed to, among other things, accommodate modern wide-body aircraft and position Jamaica as one of the most connected destinations in the Caribbean.
The tourism minister also welcomed the recent decision by the U.S. government to adjust its travel advisory for Jamaica from Level 3 to Level 2, describing it as a significant milestone. He extended heartfelt thanks to Prime Minister Dr. Andrew Holness, whose diplomatic leadership was instrumental in the change, as well as to Minister of National Security, Hon. Dr. Horace Chang, for his pivotal support.
Minister Bartlett reaffirmed the Government’s commitment to leveraging tourism as a vehicle for inclusive national development. “Our aim is not merely to grow, but to thrive and to ensure that every Jamaican thrives with us,” he stressed.
