“Now it is time for reimagining”: Jamaica launches ‘Tourism 3.0’

NEW YORK — Jamaica is embarking on ‘Tourism 3.0’, aimed at repositioning the destination for sustained growth, enhanced competitiveness and greater benefits for Jamaican workers and communities.

At the opening of CTO Caribbean Week in New York yesterday, Jamaica’s Minister of Tourism, Edmund Bartlett, underscored the resilience of Jamaica’s tourism sector, in the wake of the pandemic and, more recently, the October 2025 hit from Hurricane Melissa.

“In every instance, the real resilience that is the essence of tourism manifested itself in Jamaica,” said Minister Bartlett. “These disruptions have bent us a little bit, but they have not broken the spirit of the Jamaican people.”

Within one year of reopening post-pandemic, the island welcomed more than one million visitors and generated U$1.5 billion in tourism earnings. Meanwhile Jamaica’s ‘5 x 5 x 5’ growth strategy, which targeted five million visitors and US$5 billion in earnings within five years, is in view. Before global disruptions impacted travel markets, Jamaica had already reached 4.5 million visitors and $4.3 billion in earnings in four years.

“Now it is time for reimagining,” said Minister Bartlett. “This reimagination has begun under the Tourism 3.0 framework.”