Jamaica has unveiled an ambitious new tourism strategy, the ’10x10x10′ Vision, aiming to attract 10 million annual visitors and generate US$10 billion in tourism earnings within the next decade.
The announcement comes after a strong first quarter of the year, during which Jamaica welcomed more than one million visitors and earned US$956 million in tourism revenue, despite recovering from Hurricane Melissa. Approximately 80 per cent of the island’s hotel room inventory is already operational, with full capacity expected by early 2027 as major resorts, including 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 $4.3 billion in earnings in just four years, the island is now channelling its momentum inward.
Tourism Minister Edmund Bartlett said, “Now it is time for reimagining. 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 prioritizing workforce empowerment, local community enrichment, and long-term economic sustainability. For global travelers, this evolution means elevated service standards, vastly expanded authentic culinary offerings, and deeper, community-driven cultural experiences.
To support future growth, Jamaica has a US$5 billion tourism development pipeline, expected to add 15,000 to 20,000 hotel rooms over the next five to ten years. Air connectivity is also set to expand, with Porter Airlines launching new non-stop services to Montego Bay from Toronto Pearson, Ottawa and Hamilton, while Virgin Atlantic and Wingo will increase frequencies from the UK and Latin America, respectively.
The island will also host the Caribbean Tourism Organization’s Air Connectivity Summit in Kingston in February 2027 to strengthen regional aviation links.
Recognising the importance of the travel trade, the Jamaica Tourist Board (JTB) announced it is finalising a new incentive programme for travel advisors. Director of Tourism Donovan White said, “We can never underestimate the power of our travel specialists who champion Jamaica every day to global consumers. To achieve this new target, we will be leaning on them even more to attract these numbers to the destination.”
Looking ahead, Jamaica will continue investing in digital infrastructure, workforce development and sustainability initiatives to build a resilient and future-ready tourism sector while strengthening its position as one of the Caribbean’s leading destinations.
