Led by nearly 40% growth from the Canadian market, Jamaica is “leapfrogging” previous forecasts and on track to achieve 11% growth this year. Announced at the FITUR travel fair in Madrid, Spain, tourism minister Edmund Bartlett, declared: “Jamaica’s tourism is back!”

He added that the recovery continues to outpace our earlier projections and that Jamaica is now in “growth mode.”

“To achieve this in double digits for this year is huge… Tourism is Jamaica’s lifeblood and driver of economic growth and the industry’s growth means the country’s growth,” Bartlett said.

The projected growth is based on Jamaica’s primary markets with Canada strengthening its position to deliver 38.7% growth, the US showing steady growth of 7%, and UK/Europe ticking ahead at 5.3%.

“Our airline partners, tour operators, travel agents and so many more have contributed to the destination remaining top of mind and accelerating our recovery,” said Director of Tourism Donovan White. “The Jamaica Tourist Board’s focus on an integrated sales and marketing strategy, which is embedded in the pervasive use of new technologies along with a focus on new and emerging markets, has allowed the destination to leapfrog its own projections for growth.”

Last year, Jamaica welcomed 3.3 million visitors and registered a remarkable recovery of earnings compared to pre-COVID earnings of 2019, with total estimated revenue of US$3.63 billion.

As the destination recovery has outpaced earlier projections, there is a high possibility that full recovery could be realized a year earlier than predicted, says officials.