Jamaica has announced a new long-term tourism growth strategy, the ‘10x10x10’ Vision, which aims to attract 10 million annual visitors and generate USD 10 billion in tourism earnings over the next decade.
The strategy was unveiled by Jamaica’s Minister of Tourism, Edmund Bartlett, as the destination seeks to build on recent tourism growth and strengthen the sector’s contribution to economic development, employment and community engagement.
The announcement follows a strong start to the year, with Jamaica welcoming more than one million visitors and generating USD 956 million in tourism earnings during the first quarter of 2026. The destination’s tourism recovery has continued despite the impact of Hurricane Melissa, with approximately 80 per cent of the island’s hotel inventory now operational. Full recovery is expected by early 2027 as major resort developments resume operations.
A key component of the strategy is the introduction of Tourism 3.0, a framework that shifts focus beyond visitor arrivals and revenue growth to include workforce empowerment, community participation and long-term sustainability.
Commenting on the initiative, Edmund Bartlett, Minister of Tourism, Jamaica, 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.”
The new framework aims to create broader economic benefits through stronger local linkages, enhanced visitor experiences and increased opportunities for tourism workers and communities.
To support future growth, Jamaica has outlined a USD 5 billion accommodation development pipeline that is expected to add between 15,000 and 20,000 hotel rooms over the next five to ten years. The expansion will be complemented by increased international air connectivity.
Several airline partners are expanding services to the destination, including new routes from Canada by Porter Airlines and additional frequencies from Latin America and the United Kingdom through carriers such as Wingo and Virgin Atlantic.
Jamaica will also host the Caribbean Tourism Organization’s Air Connectivity Summit in Kingston in February 2027, bringing together aviation and tourism stakeholders to explore opportunities for improving regional connectivity.
Recognising the role of the travel trade in supporting visitor growth, the Jamaica Tourist Board has also announced plans for a new incentive programme for travel advisors.
Donovan White, Director of Tourism, Jamaica Tourist Board, 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 plans to continue investing in digital infrastructure, workforce development and sustainability initiatives as part of its efforts to strengthen resilience and maintain its position as one of the Caribbean’s leading tourism destinations.
