4.3 million Visitors Targeted for 2025 by the JTB

  • Jamaica is projecting to welcome 4.3 million visitors for 2025, which is expected to generate US$4.6Bn in revenues. Providing an update on the sector during this week's sitting of the House of Representatives, Minister of Tourism, Hon. Edmund Bartlett, said as the world rediscovers travel, Jamaica stands ready, not just to welcome visitors but to lead the region into a new era of sustainable growth.
  • “We are projecting 4.3 million visitor arrivals for 2025, a 2.7% increase over 2024 and earnings of US$4.6Bn, representing 7.1% growth year-on-year,” he said. He indicated that for the upcoming Winter 2025/26 season, stopover arrivals are expected to increase by 6.9%, cruise arrivals by 24.3% and gross earnings by eight per cent, reaching US$1.7Bn.
  • Mr Bartlett said the sector’s performance puts Jamaica on track to achieve five million visitors and US$5Bn in earnings within five years, as well as increase its projected targets. “With this trajectory, Jamaica is firmly on course to achieve our 5x5x5 Mission - five million visitors and US$5 billion in earnings within the five-year period - which started in 2020, notwithstanding COVID and Hurricane Beryl. The new Key Performance Indicator (KPI) for tourism will be “5x8x10” Strategy: that is to achieve eight million visitors, earning US$10Bn by 2030,” he noted.
  • He said this vision reflects confidence, not just in numbers but in people, creativity, hospitality, and resilience that define Brand Jamaica. “Our marketing focus is expanding beyond traditional markets to embrace new frontiers in Latin America, the Middle East, and Asia, supported by enhanced airlift, digital innovation, and strategic partnerships that ensure Jamaica remains top of mind for global travellers,” the Minister said.
  • While Jamaica’s tourist arrivals have been recovering from the COVID-induced downturn, it has yet to reach its 2018 peak. Arrivals stood at 97% of 2018 levels in 2023 and 96% in 2024. Furthermore, Jamaica’s tourist arrivals are down 4.9% to 2.2Mn for the first half of 2025 (H1 2025), which industry stakeholders are attributing to recent shifts in immigration policy.

(Sources: JIS & NCBCM Research)