On September 21-24, 2025, the Jamaica Tourism Board (JTB) invited international buyers to Montego Bay for the Jamaica Product Exchange (JAPEX), the destination’s premier tourism marketplace, which provided travel advisors with opportunities to learn about the latest offerings from the island destination.
During the three-day event, 45 U.S. travel advisors met with suppliers on the trade show floor, toured resorts and heard presentations from Jamaican tourism officials about infrastructure improvements, new types of accommodations and enhanced connectivity.
“Jamaica is at the top of the region in terms of the growth rate since Covid, and that’s a story that we want to be told,” said Edmund Bartlett, Jamaica’s Minister of Tourism. “But that growth isn’t just about numbers. It’s about how tourism has built the capacity of our people to add value and enabled new experiences to emerge so that we can be more attractive, remain relevant, and to use a nice S-word—sexy—to the world traveling community.”
A Call to Action
While JAPEX 2025 was undoubtedly a showcase for the island’s culture and hospitality, the event's theme, "ready, set, go," was also intended to be a call to action, communicating Jamaica’s eagerness to collaborate with advisors on strategies for future growth.
"JAPEX is fundamentally about building relationships that blossom into longstanding partnerships, creating real and lasting benefits for Jamaica's entire tourism sector," said Christopher Jarrett, president of the Jamaica Hotel and Tourism Association.
Jarrett credited the partnership between JHTA and JTB as the driver for the destination’s future growth, but pointed to JAPEX as the platform for turning challenges into successes, noting that "the best solutions often come from unexpected conversations."
Courting Luxury Clients
While the U.S. remains Jamaica's top inbound market, the destination recognizes the growing demand for more immersive and personalized experiences, particularly among luxury travelers.
“We’re expanding branded residences and unique experiences that appeal to discerning travelers seeking something truly special,” Jarrett said. “There’s also a focus on product diversification; we’re moving beyond the traditional all-inclusive model to capture the high-end visitor market.”
One significant project currently under construction in Montego Bay is the Pinnacle, a luxury development featuring four 28-story towers. This unique project comprises two towers of privately owned residences, one tower featuring 1- and 2-bedroom hotel-style residences managed by Accor Hotels, and the fourth tower consisting of a 266-key Mondrian Hotel—the brand’s first hotel in Jamaica—which is expected to be completed in 2028/29. The Pinnacle will offer luxury shopping, dining, and amenities, including a marina and water taxi service. According to the project's architect, Isiaa Madden, the Mondrian Hotel will also feature a beach, an over-water restaurant, and a rooftop bar with 360-degree views.
“The Pinnacle is designed as a landmark that will transform Jamaica’s landscape,” said Yangsen Li, CEO of LCH Developments Limited. “It’s a blend of contemporary architecture with the natural beauty of Montego Bay.”
Another planned project aimed at attracting luxury clients is focused on the island's northeastern coast, where Minister Bartlett shared plans for developing new luxury villas and establishing a new township in Port Antonio.
“We are redefining Port Antonio as the high-end destination in Jamaica,” Minister Bartlett said. “This includes expanding cruise facilities to build out the high-end of the cruise businesses and enable more boutique vessels to come into Port Antonio.”
A Commitment to Sustainability
As many travelers seek to minimize their negative impact, it's even more crucial for an island destination where the natural environment and culture are key drivers for visitors. Therefore, and in line with the global trend towards eco-friendly travel, Jamaica has prioritized sustainable growth.
“Sustainable Tourism is not a buzz word, it’s a fundamental commitment," Jarrett said. "We’re focused on initiatives that protect our natural resources, invest in local communities and…build a sustainable path for growth in a long-term way for generations to come.”
However, Jarrett noted that the destination’s success will never come at the expense of its people, which he described as the destination’s “greatest asset.”
“We’re equipping our work force with the skills to deliver world-class service,” he said. “This ensures that the promise of Jamaican hospitality is not just a slogan.”
To accomplish that, the Jamaica Center for Tourism Innovation was established to provide opportunities for career advancement in the tourism sector, as well as gastronomy and entertainment academies to help Jamaican chefs and performers excel.
“We want tourists to be happy when they come here, we want tourists to feel at home when they come here, but most importantly, we want our people to be the best hosts for our visitors when they arrive,” Minister Bartlett said.
Improving Infrastructure
While strategizing for future growth, attracting luxury travelers, and prioritizing sustainability are high on the destination’s to-do list for improving the overall visitor experience, improving the island’s infrastructure is at the top.
“We have committed ourselves to three S’s beyond the S’s that you know,” Minister Bartlett said. “We always talk about ‘sand, sea and sun,’ but now we also say this destination is ‘safe, secure and seamless.’”
The Minister highlighted several infrastructure projects, including a new highway to connect Mammee Bay to Trelawny and St. Ann. This project, when combined with the realignment of the current route along the coast into Montego Bay, will enable clients to travel from Montego Bay to Ocho Rios in under an hour. To improve travel from Montego Bay to Negril, a second new highway will be constructed to traverse the mountains from St. Elizabeth into Negril.
Jamaica is already the first Caribbean island to have facial recognition at its airports, which is available to clients arriving at Sangster International Airport in Montego Bay (MBJ) and Norman Manley International Airport in Kingston (KIN). In addition, the current construction project at MBJ's terminal is expected to be completed in 2026, a runway expansion at KIN to accommodate larger aircraft is scheduled for completion in 2027, and a new airport in Negril is anticipated to open by 2027/28.
“The vision for Jamaica’s future is a destination to enable the best experience a visitor can have,” Minister Bartlett said. “Proper airport facilities to accommodate the finest aircraft, proper ports for cruise ships, proper transportation to enable transfers of visitors across the island, a proper road network that enables safe traversing of our destination, proper entertainment, excellent and delectable food. A little piece of paradise on the rock of Jamaica.”