“Jamaica is open”: JAPEX 2026 kicks off in Ocho Rios as tourism recovery gains ground
Jamaica is positioning its tourism sector for a new phase of growth and global partnership as the Jamaica Product Exchange (JAPEX) returns to Ocho Rios this week.
The 36th edition of the annual tourism marketplace runs from Sept. 14 to 17, marking JAPEX’s first return to Ocho Rios in more than a decade.
“Jamaica is open and Jamaica is ready to welcome more tourism opportunities,” Jamaica Tourism Minister Edmund Bartlett told international buyers, tourism partners and industry stakeholders at the official launch of JAPEX 2026, as shared in a release.
This year’s event comes as Jamaica continues to rebuild its tourism sector following the impact of Hurricane Melissa on the island’s western region. The Category 5 storm hit almost one year ago.
According to Bartlett, the decision to bring JAPEX back to Ocho Rios has become an opportunity to highlight the resilience of Jamaica’s tourism industry, including its workers, businesses and communities.
“Today, approximately eighty per cent of our hotels islandwide have reopened, with the remaining properties expected to resume operations in the first quarter of 2027,” Minister Bartlett said, describing the recovery as “a powerful signal” of confidence in Jamaica.
Bartlett also highlighted Ocho Rios’ tourism offering, including its attractions, cuisine, entertainment and adventure experiences, as Jamaica works to reinforce its position as a leading Caribbean destination.
Presented by the Jamaica Hotel and Tourist Association (JHTA) in partnership with the Jamaica Tourist Board (JTB), JAPEX brings together Jamaican tourism suppliers and international travel buyers to build partnerships, negotiate contracts and promote the destination to the global travel trade.
“JAPEX is not a showcase of speeches alone. It is a marketplace of opportunity,” Minister Bartlett said.
Looking beyond traditional markets
JAPEX 2026 also arrives as Jamaica advances its Tourism 3.0 agenda and looks beyond its traditional source markets for future growth.
The destination is increasing its focus on Latin America and other emerging international markets while working to strengthen airlift connectivity and increase destination marketing investment.
“Even amid global uncertainty, shifting travel patterns, and the challenges nature has placed before us, Jamaica’s tourism sector continues to do what it has always done: adapt, innovate, and grow,” Minister Bartlett said.
Bartlett positioned JAPEX as a platform for international buyers and tourism partners to deepen their business relationships and identify new opportunities within Jamaica.
He also encouraged Jamaican suppliers and exhibitors to use the marketplace to demonstrate the strength and diversity of the country’s tourism product, while calling on media partners to share Jamaica’s story of resilience and reinvention with international audiences.
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