Minister of Tourism, Edmund Bartlett, has outlined an ambitious plan to expand Jamaica’s tourism industry, signalling a new phase of growth that the government hopes will strengthen the island’s global competitiveness while balancing the needs of local communities.
Speaking Tuesday at the Jamaica Product Exchange (JAPEX) 2025 media breakfast held at the Jewel Grande Montego Bay Resort & Spa, Bartlett told local and international media that the Ministry of Tourism is positioning Jamaica to secure a larger share of the global travel market by investing in people, infrastructure, and new destination offerings.
“Our vision is not just about bringing more tourists to Jamaica but ensuring that Jamaicans themselves feel happy, safe, and comfortable,” Bartlett said. “Because only then can we deliver the kind of authentic hospitality that makes our destination world-class.”
A key feature of the strategy is human capital development. Bartlett emphasised that worker welfare will remain central to the expansion push, announcing that investors building 500 or more hotel rooms will now be required to also provide housing for their employees. “This is about creating an environment that is conducive to productivity and well-being,” he explained. “Tourism cannot grow if our workers are not empowered and supported.”
The minister also addressed concerns about over-tourism, noting that the government is investing in infrastructure to ensure that growth does not compromise the quality of life for citizens. “While we want our visitors to feel welcome, most of all we want our people to feel comfortable at all times to be the best hosts possible,” he said. Bartlett revealed that plans are in place to expand the number of airports on the island while modernising existing ones. Jamaica was the first country in the Caribbean to introduce facial recognition technology at its airports, a measure the minister described as part of efforts to create seamless travel experiences. Pointing to wider government initiatives in national security, Bartlett declared that “Jamaica is now the safest destination in the Caribbean,” an assurance he argued is essential for sustaining growth in the sector.
According to Bartlett, some 2,000 hotel rooms are currently under construction, with another 3,000 expected to break ground soon at higher price points. The expansion will introduce several new high-end international brands to the local market. Montego Bay, he announced, is set to host Jamaica’s first casino zone along the Elegant Corridor, as part of the government’s zoning strategy for tourism development. “We’re going to be zoning our country in a short while so that there are specific areas for specific activities,” he said. The South Coast, particularly Treasure Beach, will be developed as a low-density villa zone, while villa offerings across the island are expected to expand significantly in response to growing demand for luxury accommodations.
The minister also unveiled plans for the creation of an entirely new tourism destination in St. Thomas, which has long been viewed as an untapped area of potential. At the same time, Portland is to be repositioned as Jamaica’s high-end destination, with Port Antonio serving as its centrepiece. Bartlett said the government has already moved to realign the highway leading into the parish, while plans are underway to redesign the township and expand cruise facilities. The intention is to attract more boutique cruise vessels and upscale visitors. “The whole stretch from Oracabessa to Port Antonio will be zoned for regular and high-end villas,” Bartlett said, underscoring the government’s vision of turning the area into one of the Caribbean’s premier luxury enclaves.
The minister was clear that the push to expand the industry is not only about boosting visitor arrivals and foreign exchange, but also about enhancing the lives of Jamaicans. “All these things that I am talking about is not about tourists, it’s about the people of Jamaica,” he said. He described the current period as “a whole new and exciting moment for the development of Jamaica’s tourism sector,” pointing to a strategy that combines large-scale investment with sustainable practices and stronger linkages between tourism and local communities. With tourism representing one of Jamaica’s most important economic pillars, Bartlett’s announcement sets the stage for a wave of development that could redefine the island’s position in the global travel market.