Jamaica’s tourism sector is entering an exciting new phase under the leadership of Minister of Tourism Edmund Bartlett, who is mapping out a vision for growth, connectivity, and workforce development. At Caribbean Travel Week in New York, Bartlett shared details about a comprehensive five-year strategy aiming to significantly boost Jamaica’s tourism by 2030. Following a successful 2024 where Jamaica welcomed 4 million visitors and generated $4 billion in tourism revenue, the island is setting its sights on an ambitious "5 by 5" target—5 million visitors and $5 billion in revenue.
Expanding Infrastructure: Highways and Digital Connectivity
Jamaica is currently undergoing a substantial transformation in its infrastructure, beginning with the enhancement of its national road system. A new bypass is under construction, designed to reduce travel time between key ports of entry and resort towns. This initiative aims to ensure that every visitor can access their accommodations within 90 minutes of arriving at an airport or seaport.
The development includes a nine-mile perimeter road to improve traffic flow in Montego Bay and the North Coast Highway expansion project, which will add underpasses and side roads to alleviate congestion. With these improvements, travel from Montego Bay to Negril, which currently takes up to 90 minutes, will soon be reduced to just over 30 minutes.
In addition to physical highways, Jamaica is also investing in digital infrastructure. A fiber-optic broadband network is being rolled out across the island, providing essential connectivity for both locals and the growing number of digital nomads. Bartlett emphasized, “We provided facilities to the most rural areas of the country now. A broadband network is now available, allowing digital nomads to find accommodation and plug into the global communication stream effectively.”
Luxury Developments and Casino Resorts
The next chapter in Jamaica’s tourism also includes substantial investments in high-end developments and the introduction of the nation’s first-ever casino properties. Over the next few weeks, the island will break ground on three mega-ultraluxury resorts, bringing approximately $3.5 billion in foreign direct investments and creating over 30,000 jobs.
In 2024, the Princess Grand Jamaica resort opened with 2,000 rooms and is set to launch its casino this year, marking a significant milestone for Jamaica. Other notable openings on the horizon include the Caribbean’s first Unico resort—Unico 18N 77W Montego Bay—as well as additional properties such as Dreams Resort, Planet Hollywood, and Vista Ambassadors. By 2028, the luxury residential Pinnacle resort is also expected to debut.
Currently, Jamaica boasts approximately 35,000 hotel rooms, with a clear goal to increase that number to 50,000 by 2030. Bartlett views achieving this target as crucial for assessing the carrying capacity of the island and addressing concerns regarding overtourism.
Cultivating a Skilled Workforce
Recognizing that skilled labor is vital to the future of tourism, Jamaica is actively investing in workforce development through the Jamaica Centre for Tourism Innovation. So far, over 30,000 tourism professionals have received certification, in partnership with institutions like the American Hotel & Lodging Educational Institute and the American Culinary Federation. High school students are also being introduced to certification programs to nurture young talent in the industry.
“We’re creating a meritocracy,” Bartlett remarked, emphasizing that certification leads to classification and better compensation. This approach aims to foster an environment where exceptional service in tourism careers is acknowledged and rewarded.
This year, the ministry is set to expand educational offerings to include a Gastronomy Academy, alongside specialized training for entertainers in resorts. This initiative aligns Jamaica’s rich cultural heritage with international service standards.
Moreover, Bartlett highlighted Jamaica’s unique position in the Caribbean, being the only country to provide a comprehensive pension plan for all tourism workers, not just those in hotels. This represents a significant stride toward securing long-term stability for the workforce that underpins the tourism industry.
For additional insights into Jamaica’s ongoing tourism developments, visit Jamaica Tourism.
