Jamaica sets new 2030 tourism targets of 5 million US visitors

Jamaica’s Minister of Tourism, Hon. Edmund Bartlett, has wrapped up the first phase of a Global Marketing Blitz, unveiling ambitious new Key Performance Indicators (KPIs) for the island’s top three source markets — the United Kingdom, Canada, and the United States — to guide tourism growth through 2030.

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The campaign began at the Jamaica Travel Mart in London, where targets were set at 500,000 visitors and £500 million in earnings from the UK market over the next five years. It then moved to Toronto, with projections of 600,000 visitors and USD $750 million in revenue from Canada, before concluding in New York City, where the U.S. goal — Jamaica’s largest market — was confirmed at 5 million visitors (stopover and cruise combined) and USD $6 billion in earnings by 2030.

“This Global Marketing Blitz marks the beginning of a transformative journey for Jamaica’s tourism industry,” said Minister Bartlett. “We are not only targeting higher arrivals and earnings but building a stronger, more inclusive, and more resilient tourism economy.”

The next phase of the blitz will focus on South America — including Argentina, Chile, Colombia, and Panama — followed by engagements in the Middle East and Europe early next year. Overall, Jamaica aims to welcome 8 million visitors and generate USD $10 billion in tourism earnings within the next five years.

Bartlett said the initiative aligns with the country’s carrying capacity development program, which seeks to expand high-value, luxury experiences and increase local ownership through the new “Local First” policy. A task force, led by Minister of State Hon. Tova Hamilton, will spearhead the effort to ensure greater Jamaican participation in the tourism supply chain.

“The industry must evolve from extractive to be more inclusive,” Bartlett emphasized. “Our people must be at the center of tourism’s growth.”

Director of Tourism, Donovan White, confirmed that the Jamaica Tourist Board (JTB) is prepared to strengthen partnerships with airlines, travel agents, and tour operators to meet the new benchmarks. Meanwhile, Deputy Director of Tourism for the Americas, Philip Rose, welcomed the updated KPIs as a key driver of future growth from the U.S. market.