Jamaica is setting a big barometer for where tourism wants to go next.
The island’s government has unveiled its strategic roadmap for the 2026/2027 financial year, designed to significantly diversify the island’s tourism source markets and enable Jamaica to reach eight million annual visitors and $10 billion in tourism revenue by 2030.
This is an ambitious goal and the focus has clearly shifted. Jamaica wants more growth in Latin America, the Middle East and India.
The plan’s most specific goals are linked to Latin America. Officials said they want to increase market share in the region from 2% to 10% by 2027.
This is a dramatic jump in a short period of time, and it is a sign that Jamaica is treating Latin America as a short-term growth engine rather than a long-term “maybe.” Goals like these generally mean more direct flights, deeper airline partnerships and a tailored marketing approach tailored to a region where Jamaica is well-known but still competes hard for leisure travelers.
India and the Middle East are also priority markets, often part of a long-haul strategy to attract travelers who stay longer and spend more. The problem, of course, is distance. Growth here will depend heavily on connectivity, including new routes, stronger global airline partnerships and easier connections through hubs. It’s also up to Jamaica to provide travelers with a trip that feels seamless from the moment they arrive. This is especially true for visitors traveling across multiple time zones.
The roadmap also comes after a year of testing Jamaica’s tourism resilience. Officials said the industry rebounded significantly during the 2025/26 financial year, before the disruption caused by Hurricane Melissa. Despite the disruption, the government reported 3.7 million visitors and US$3.8 billion in revenue. They credited the Tourism Recovery Task Force for leading the rapid national response that enabled the full reopening of the tourism sector by mid-December and prime properties in Ocho Rios, Negril and Montego Bay to quickly resume operations.
Beyond visitor numbers, the government says it is emphasizing how tourism growth is linked to Jamaican business. For the upcoming fiscal year, officials say they will prioritize the Local First Initiative, which launched in October 2025. The initiative is designed to promote domestic sourcing and strengthen relationships with small and medium-sized enterprises, with the stated goal of ensuring that new tourism investments are converted into jobs and contracts for Jamaicans.
Another key policy move is Cabinet approval of the Destination Assurance Framework and Strategy. Officials described it as the world’s first codified destination assurance policy designed to ensure a safe, seamless and high-quality visitor experience, while strengthening island-wide standards related to public order. In practical terms, this means moving towards more consistent standards across the tourism industry, beyond hotels and resorts.
The roadmap also includes legislative work on a new Tourist Board Act, a modernized Tour Operators Act, and amendments to the Apostle Baths Act and the Milk River Baths Act to enable new public-private partnerships.
Jamaica’s plan is a major investment in growth, diversification and stronger national standards. Numbers are meant to attract attention. The next few years will show how quickly airlift, investment and policy changes can move in tandem.
