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."
During his presentation, Christopher Jarrett described JAPEX 2025 as an opportunity for the destination to collaborate with advisors on strategies for future growth. (Photo Credit: 2025 Samantha Davis-Friedman)
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.”
The Mondrian Hotel and Residences at The Pinnacle development in Montego Bay is designed to meet the demand for luxury offerings. (Photo Credit: 2025 Samantha Davis-Friedman)
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.
Jamaica’s Tourism Minister shared that his vision for Jamaica’s future is a destination that can enable the best experience a visitor can have. (Photo Credit: 2025 Samantha Davis-Friedman)
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.”
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