Jamaica Launches 10x10x10 Tourism Vision for Future Growth

Jamaica Tourism Strategy Focuses on Workforce Development and Visitor Growth

Jamaica has introduced its new 10x10x10 Tourism Vision, a long-term strategy aimed at attracting 10 million annual visitors and generating US$10 billion in tourism earnings over the next decade.

The announcement was made by Jamaica’s Minister of Tourism, Edmund Bartlett, as the destination continues its recovery and expansion efforts. During the first quarter of the year, Jamaica welcomed more than one million visitors and generated US$956 million in tourism revenue. The country has also restored around 80 per cent of its hotel room inventory following Hurricane Melissa, with full operational capacity expected by early 2027.

As part of its future plans, Jamaica is introducing Tourism 3.0, a framework designed to place greater emphasis on tourism workers, local communities and long-term economic development.

Speaking about the initiative, Bartlett said the focus is now shifting towards creating greater value for the people who support and contribute to the tourism sector. The programme aims to strengthen workforce development, support local businesses and encourage more community participation in tourism activities.

The strategy is expected to enhance visitor experiences through broader cultural engagement, local culinary offerings and stronger connections with communities across the island.

Jamaica is also moving forward with a US$5 billion accommodation development pipeline, which is expected to add between 15,000 and 20,000 hotel rooms over the next five to ten years.

To support growing visitor demand, airline partners are expanding connectivity to the destination. Porter Airlines will introduce new non-stop services to Montego Bay from Toronto Pearson, Ottawa and Hamilton, while additional services from Latin America and the United Kingdom are also planned.

Further strengthening regional connectivity, Jamaica will host the Caribbean Tourism Organization’s Air Connectivity Summit in Kingston in February 2027.

The Jamaica Tourist Board also confirmed that it is developing a new incentive programme for travel advisors, recognising their role in promoting the destination and supporting visitor growth.

Looking ahead, the Ministry of Tourism will continue to invest in digital infrastructure, workforce training, and sustainability initiatives as part of its long-term tourism development plans.

For more travel and tourism content, follow Safari India.