A record 116 international buyers from over 25 countries are anticipated to converge in Montego Bay from September 21–24, for the 32nd staging of the Jamaica Product Exchange (JAPEX), the country’s premier trade event.
Officially launched on Sunday (September 21) by the Jamaica Hotel and Tourist Association (JHTA) and Jamaica Tourist Board (JTB) at the Montego Bay Convention Centre, JAPEX is the single most important business generator for Jamaica’s tourism industry, has been the premier trade event for over three decades.
Since its inception in 1990, it has served as a marketplace where wholesalers, tour operators, and travel agents engage in two days of pre-scheduled appointments with close to 200 of Jamaica’s leading tourism suppliers.
Presented annually by the JHTA in association with the JTB, JAPEX is supported by every Jamaican organisation involved in the development, promotion, and sale of the island’s tourism product. Beyond negotiations, the event also includes seminars on topical issues, providing members with valuable insights to guide strategic decision-making.
Under the theme “Jamaica Vibes – From Chill to Thrill,” the 2025 staging promises to be one of the largest and most dynamic yet. A record-breaking 116 international buyers from more than 25 countries are confirmed to attend, including over 50 new tour operators and travel agents experiencing JAPEX for the first time. This milestone underscores the global appeal of Jamaica’s tourism product and strengthens the island’s position as a top-tier destination.
Nicola Madden-Greig, chairman of the JAPEX planning committee, expressed her enthusiasm about the growing international reach of JAPEX.
“JAPEX remains one of the most powerful platforms to showcase Jamaica’s incredible tourism product. With record-breaking buyer participation, this year’s staging gives us an unparalleled opportunity to highlight new openings, attractions, and experiences while strengthening our relationships with global partners. It’s not just about showcasing Jamaica—it’s about reinforcing that we are the destination of choice.”
Director of Tourism, Donovan White, highlighted the strategic importance of the event in advancing Jamaica’s long-term growth objectives.
“Tourism today accounts for more than 30 per cent of Jamaica’s GDP, 30 per cent of our workforce, and remains one of our top contributors to foreign direct investment. JAPEX is one of our signature business events that allows us to deepen relationships with global tour operators, engage new markets such as Latin America, India, and the Gulf, and showcase Jamaica’s world-class offerings. This is not just an event—it’s a strategic investment in the sustainable future of tourism.”
JHTA president Christopher Jarrett stressed the importance of supplier participation in achieving the full value of the event.
“The strong turnout of international buyers this year speaks volumes about Jamaica’s global appeal and resilience. However, for JAPEX to deliver its full impact, we must see even greater supplier engagement. This is where our hoteliers, attractions, transport providers, and service partners have the chance to connect directly with decision-makers from around the world. The buyers are here, the stage is set, and the opportunities are waiting. Let us ensure we make the most of them.”
The four-day programme for JAPEX 2025 will feature a blend of business, cultural immersion, and education. The opening ceremony at Harmony Beach Park will allow delegates and locals to share a uniquely Jamaican cultural experience. The agenda also includes an educational travel forum exploring Latin American opportunities, airlift expansion, and emerging markets; a linkages showcase highlighting Jamaican products and services while fostering connections with agriculture, manufacturing, and the creative industries; and two full days of trade floor appointments connecting international buyers directly with Jamaican suppliers. The event will culminate with a closing ceremony at Sandals Montego Bay under the theme “Made in Jamaica.”
With its expanded scope, record-breaking buyer participation, and dynamic theme, JAPEX 2025 is poised to reaffirm its legacy as the single most important business generator for Jamaica’s tourism sector. By blending business development with cultural exchange and strategic market expansion, this year’s staging will drive growth, innovation, and stronger partnerships for Jamaica’s tourism industry.