Jamaica’s minister of tourism has set bold new targets for the Canadian market, aiming to welcome 600,000 Canadian visitors annually and generate US$750 million in tourism earnings by 2030. This ambitious goal comes as the destination experiences a significant 22% increase in Canadian airlift capacity for the upcoming winter season.
“Canada represents one of our most important and fastest-growing source markets,” said Edmund Bartlett at a recent event in Toronto. “The substantial increase in airlift capacity this winter demonstrates the strong confidence our airline partners have in Jamaica’s appeal to Canadian travellers. We are committed to building on this momentum to achieve our 2030 vision of 600,000 Canadian visitors and three-quarters of a billion dollars in tourism revenue.”
The 22% surge in airlift capacity provides unprecedented accessibility for Canadians across multiple gateway cities, making Jamaica more convenient destination than ever.
“We are ready to achieve these new targets and with the continued strengthening of our trade partnerships it will be possible,” said Donovan White, Director of Tourism, who noted that Jamaica has consistently strengthened its position in the Canadian market through strategic partnerships, targeted marketing campaigns, and enhanced visitor experiences.
The destination’s diverse tourism product, from all-inclusive resorts to boutique properties, authentic cultural experiences, and adventure tourism offerings, continues to resonate strongly with Canadian travellers.
“These targets are not merely aspirational – they are achievable,” Bartlett emphasized. “With our expanded airlift, continued investment in tourism infrastructure, and Jamaica’s unmatched destination appeal, we are well-positioned to capture a larger share of Canadian outbound travel over the next five years.”
The Jamaica Tourist Board says it will intensify its marketing efforts in Canada, focusing on digital engagement, travel trade partnerships, and consumer-facing campaigns that showcase the island’s authentic experiences and value proposition.
“We are grateful and excited for the future of Canadian travel to Jamaica and will work to realize this increase in our margins,” said Angella Bennett, Regional Director, Canada.
To date in 2025, Jamaica has already welcomed 485,000 Canadians – 15,000 fewer than its 500,000 target set for the year.
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