Jamaica’s Tourism Sector Aims for Robust 2026 Comeback

• Jamaica is setting its sights on 2026 as the pivotal year to revive its tourism sector, aiming for a substantial rebound after Hurricane Melissa’s devastation in late 2025. With an ambitious target of attracting 500,000 British visitors annually by 2030, the island is focusing on key strategies, including expanding airlift, promoting community-driven tourism experiences, and continuing post-hurricane recovery efforts. By the end of 2026, the island is expected to see tourism returns reaching 80% of pre-hurricane levels, reflecting its resilience and forward-thinking approach.
• The tourism industry has faced a challenging year, with approximately 30% of Jamaica’s tourism infrastructure impacted by the hurricane. However, recovery has been swift, with 70% of the island’s room inventory restored by early 2026, and the remaining properties set to be back online by the end of the year. During this rebuild phase, several resorts are seizing the opportunity to enhance their offerings, ensuring that when they reopen, they will provide upgraded, high-quality experiences for visitors.
• A cornerstone of Jamaica’s recovery plan is the United Kingdom (U.K.) market. Visitor numbers dropped by 6% early in 2025 due to a reduction in flight capacity by TUI Airways, which also ended its homeporting of the Marella cruise line in Montego Bay. Despite this setback, the island is focused on strengthening its ties with U.K. travellers. As part of this strategy, major U.K. airlines are expanding their services to Jamaica for the summer of 2026. TUI will add an extra weekly flight from both London Gatwick and Manchester to Montego Bay, British Airways will increase its London-Gatwick to Kingston service, and Virgin Atlantic will make its London Heathrow to Montego Bay route a daily operation.
• Tourism Minister Edmund Bartlett has emphasised the critical role of this expanded airlift in achieving Jamaica’s long-term tourism goals. This initiative reflects Jamaica’s ongoing commitment to strengthening its cultural and historical ties with the UK, as well as capitalising on the deep-rooted diaspora connections.
• In line with shifting travel preferences, Jamaica is adapting its tourism product to meet evolving demands. While traditional resort holidays remain popular, British visitors are increasingly seeking more authentic, immersive travel experiences. According to research from British Airways and the Association of British Travel Agents (ABTA), British tourists are gravitating toward story-driven journeys and cultural engagement. Jamaica is responding by offering farm-to-table dining experiences, community volunteering programs, and culturally immersive itineraries that highlight the island’s rich heritage and local traditions.
• Minister Bartlett also outlined plans for further development to enhance the island’s tourism appeal. Among these initiatives is the redesign of the Falmouth cruise port, which is set to become a more vibrant, engaging destination for cruise passengers. Additionally, five major resort developments are in the pipeline, positioning Jamaica to meet the demands of a new generation of travellers while revitalising its tourism infrastructure.

(Source: Travel and Tour World)