Jamaica targets USD 10 bn tourism earnings with ‘10x10x10x’ vision
Representative Image
The plan targets 10 mn annual visitors within next decade; The country is also set to roll out Tourism 3.0
Jamaica’s Minister of Tourism, Edmund Bartlett, has launched a bold new strategic blueprint for the nation’s visitor economy: the '10x10x10' Vision, targeting 10 million annual visitors and USD10 billion in total tourism earnings within the next decade.
This builds upon a Q1 performance where Jamaica welcomed more than one million visitors and generated USD 956 million in earnings during the first three months of the year alone, demonstrating remarkable structural endurance just six months after the passage of Hurricane Melissa. Today, approximately 80% of the island’s total hotel room inventory is fully operational, with a trajectory pointing toward 100% capacity by early 2027 as major luxury resort properties like Bahia Principe Escape Runaway Bay, Princess Senses The Mangrove, and Princess Grand Jamaica resume operations.
Jamaica is also rolling out Tourism 3.0, a groundbreaking framework designed to transform the island’s tourism landscape. Having achieved its previous ambitious “5 x 5 x 5” plan by reaching 4.5 million visitors and USD 4.3 billion in earnings in just four years, the island is now channelling its momentum inward.
“Now it is time for reimagining,” said Minister Bartlett. Tourism 3.0 represents a new direction for Jamaica—one that places as much attention on the people behind the tourism experience as the visitors who come to enjoy it.
This pivotal shift moves the focus from solely tracking visitor arrivals to prioritising workforce empowerment, local community enrichment, and long-term economic sustainability. For global travellers, this evolution means elevated service standards, vastly expanded authentic culinary offerings, and deeper, community-driven cultural experiences.
A robust USD 5 billion development pipeline is slated to deliver 15,000 to 20,000 new rooms over the next five to ten years. To meet sustained global demand, major airline partners are significantly scaling up service from key international transit hubs: Porter Airlines will debut new nonstop routes to Montego Bay from Toronto Pearson, Ottawa, and Hamilton airports, adding nearly 5,000 seats for the upcoming winter season. Strategic frequency increases via Wingo from Latin America and expanded flight schedules from the United Kingdom via Virgin Atlantic will further boost visitor arrivals.
The country will also officially host the Caribbean Tourism Organisation's (CTO) Air Connectivity Summit in Kingston in February 2027 to create seamless aviation pathways throughout the Caribbean.
A primary driver of this new growth framework is Jamaica's travel trade partners. Recognising travel advisors as indispensable growth engines, the Jamaica Tourist Board (JTB) announced that it is finalising a brand-new, premium incentive programme dedicated to travel agents.
“We can never underestimate the power of our travel specialists who champion Jamaica every day to global consumers,” added Director of Tourism Donovan White. “To achieve this new target, we will be leaning on them even more to attract these numbers to the destination.”
