Government Targets Eight Million Visitors and Us$10 Billion in Earnings by 2030

The Government has unveiled a strategic roadmap for the 2026/2027 fiscal year, aimed at significantly diversifying its tourism source markets and positioning Jamaica to reach a historic milestone of eight million annual visitors and US$10 billion in earnings by 2030.

Governor-General His Excellency the Most Hon. Sir Patrick Allen, while delivering the Throne Speech at the ceremonial opening of Parliament at Gordon House on Thursday (February 12), detailed the Government’s plan to accelerate focus on Latin America, the Middle East, and India.

“The goal is to raise the Latin American market share from two per cent, to 10 per cent by 2027,” the Governor-General said.

In the upcoming financial year, the Government will also prioritise the Local First Initiative, a strategic move designed to boost domestic sourcing and strengthen ties with Micro, Small, and Medium-sized Enterprises (MSMEs).

Launched in October 2025, the initiative ensures that new tourism investments translate directly into jobs and contracts for Jamaicans.

Reflecting on the 2025/26 fiscal year, the Governor-General noted that the industry rebounded strongly before the disruption of Hurricane Melissa.

“Despite this, the sector demonstrated exceptional recovery, welcoming 3.7 million visitors and generating US$3.8 billion in revenue,” he stated.

He credited the Tourism Recovery Task Force for leading a rapid national response, that enabled the full reopening of the sector by mid-December.

This, he said, signalled to global markets that Jamaica remains open for business, as major properties in Ocho Rios, Negril, and Montego Bay resumed operations quickly.

A major policy breakthrough highlighted in the address was Cabinet’s approval of the Destination Assurance Framework and Strategy.

The Governor-General described this as the world’s first codified destination assurance policy, which is “designated to guarantee safe, seamless, high-quality visitor experiences and strengthen island-wide the standards for public order.”

Additionally, legislative work advanced on the new Tourist Board Act, the Modernised Travel Agencies Act, and key amendments to the Bath of the Apostle and Milk River Bath Acts, which are intended to facilitate new public-private partnerships.