Jamaica is widening its lens for growth, placing emerging markets at the center of its tourism agenda for 2026 — with its eyes set on Latin America, following the trend of a number of top competing Caribbean destinations.

Tourism Director Donovan White said that deepening engagement in new markets — particularly across Latin America — is critical if Jamaica is to achieve the next phase of sustained growth. He was speaking at the JTB’s New Kingston headquarters during the launch of JAPEX 2025, the island’s flagship tourism trade show.

White emphasized that Jamaica’s tourism performance cannot rest solely on its traditional source markets.

“For the greater part of the last three years, the JTB has institutionalized, as part of its strategy, the development of some emerging markets that we see as important to the sustainable growth of our tourism arrivals,” he said.

Among those markets: more than 17 countries in Latin America where Jamaica is actively positioned. Together, they represent a population of more than 600 million people — nearly twice the size of the U.S. market, long Jamaica’s strongest source of visitors.

The JTB is also exploring opportunities in India and across the Gulf Cooperation Council, as part of a broader plan to expand the island’s global footprint.

This effort is underscored by the role of JAPEX, which White described as an “ideal platform” for engaging with some of the world’s most influential tourism businesses.

The event, which brings international buyers, suppliers, and local partners together, is designed to strengthen Jamaica’s global reach while showcasing the depth of Brand Jamaica’s offerings.

JAPEX 2025 will run Sept. 21–24 at the Montego Bay Convention Centre under the theme “Ready, Set, Go!” Beyond the conference halls, visiting partners will take part in destination immersions, site visits, and product inspections.