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Jamaica is preparing for a major transformation of its tourism industry under a new Tourism 3.0 growth agenda, with plans for thousands of new hotel rooms, expanded airlift, new cruise ports, casino gaming, workforce development and a reimagining of Montego Bay.
Jamaica’s Minister of Tourism, Hon. Edmund Bartlett, outlined the ambitious strategy while speaking virtually from Dubai to international and local journalists attending a media breakfast during the 36th staging of the Jamaica Product Exchange (JAPEX) trade show at Moon Palace Jamaica in Ocho Rios.
At the center of Tourism 3.0 is an ambitious growth target: 10 million visitors and US$10 billion in tourism earnings over the next 10 years.
Bartlett said the strategy is intended to take Jamaica beyond its traditional tourism model by expanding investment, infrastructure and visitor experiences while ensuring tourism delivers greater benefits to Jamaican workers, entrepreneurs and communities.
20,000 New Hotel Rooms Planned
Jamaica plans to add approximately 20,000 hotel rooms over the next 10 to 15 years, with some 5,000 rooms already under construction.
New internationally recognized hotel brands are expected to enter the market, while several existing properties are expanding their room inventories.
The expansion will place greater emphasis on luxury tourism while maintaining Jamaica’s focus on building resilient tourism systems.
Smaller Jamaican hotels are also expected to benefit from the investment drive.
Bartlett said a Saudi investment team is scheduled to visit Jamaica early next year to explore opportunities to help smaller properties expand their offerings and strengthen their ability to compete.
Jamaica Eyes Middle East and South America Air Connections
Discussions are also underway in the aviation sector that could bring additional flights into Montego Bay next year.
Bartlett said Jamaica is positioning itself to become a Caribbean aviation hub for airlines connecting the island with the Middle East and South America, potentially opening new tourism source markets while strengthening Jamaica’s regional connectivity.
A New Vision for Montego Bay
Tourism 3.0 will also focus heavily on infrastructure and human capital development, with plans being developed for a significant redesign of Montego Bay, Jamaica’s principal tourism city.
Proposals include a new boardwalk along the waterfront and a transformed, pedestrian-friendly Hip Strip.
The redesigned tourism district would feature shopping, restaurants and entertainment while placing greater emphasis on Jamaican culture and locally produced experiences.
The objective is to create a destination environment in which visitors experience more of Jamaica beyond their hotels and tourism spending reaches a wider cross-section of local businesses.
More Cruise Ports, More Communities
Jamaica is also planning additional cruise ports as part of an effort to expand the cruise tourism subsector.
The strategy is intended to expose cruise passengers to more of Jamaica’s diverse geography while distributing tourism spending into additional communities.
By widening the areas accessible to cruise visitors, the government hopes to expand tourism’s value chain and increase opportunities for Jamaican businesses and entrepreneurs.
Casino Gaming Coming to Jamaica
Tourism 3.0 will also introduce a significant new component to Jamaica’s visitor economy: casino gaming.
Bartlett said Jamaica’s first licensed casino is expected to begin operations early next year at Princess Grand Jamaica Resort in Green Island, near Negril.
The government expects no more than three casino gaming licenses to be granted over time.
The move forms part of Jamaica’s strategy to develop new tourism experiences and strengthen its appeal in higher-value visitor segments.
Tourism Recovery Continues
Bartlett also provided an update on hotels affected by Hurricane Melissa, saying approximately 75 percent of Jamaica’s room inventory is back in operation.
Based on the reopening schedules of remaining properties, he expects the industry to approach full restoration before the end of the first quarter of 2027.
Bartlett said he also expects close to 100 percent of affected tourism employees to be back at work by then.
Turning Tourism Workers Into Stakeholders
Workforce development will be another central pillar of Tourism 3.0.
The government intends to increase training, professional certification and classification of tourism workers as Jamaica seeks to raise service standards and strengthen long-term career opportunities within the industry.
Bartlett said the wider objective is to professionalize tourism and create a workforce with a greater stake in the industry’s success.
Jamaica’s Tourism Workers Pension Scheme, launched in January 2022, now has approximately 10,800 registered workers and more than J$6 billion in savings, according to Bartlett.
He said UN Tourism has endorsed Jamaica’s pension model and cited it as an initiative that could be implemented elsewhere around the world.
“We are building back better by providing new and innovative experiences that go beyond sand, sea and sun,” Bartlett said.
As Jamaica showcases more of the island’s culture, communities and tourism experiences, he added: “We are going to be reimagining Destination Jamaica.”
For Bartlett, Tourism 3.0 is ultimately about changing not only the scale of Jamaican tourism but also who benefits from its growth.
“We are professionalizing the industry now to create a committed team and to move them from workers to owners and become main stakeholders of the industry,” he said.
With new hotels, expanded aviation links, cruise infrastructure, casino gaming, urban redevelopment and greater investment in tourism workers all on the agenda, Jamaica is positioning Tourism 3.0 as the framework for the next decade of growth in one of the Caribbean’s most established visitor economies.
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