Last week the United States Government officially upgraded its travel advice on Jamaica from level 3 — “Reconsider travel” — to level 2 — “Exercise increased caution”, which puts us in the company of countries such as the UK, France, Germany, and Spain as well as other Caribbean countries such as the Dominican Republic. This reflects the dramatic reduction in violent crime since 2024 and strong international recognition of the progress we are making in citizen security and law and order. It is a statement to the world that Jamaica is safer, stronger, and moving decisively in the right direction. It is also a boost to our economy, particularly the tourism sector, and a very important signal to investors, travellers, and our Diaspora that Brand Jamaica is stronger than ever.

WE ARE OVERCOMING ORGANISED CRIME

Let us put this into context. When my Administration assumed office in 2016 the level of homicides in the country had been rising steadily over the previous two years. The murder rate in 2014 stood at 36.9 per 100,000. By 2015, it had increased to 44.3, and in 2016 it surged further to 49.6. This means that violence claimed the life of one out of every 2,000 people in Jamaica that year — an untenable situation.

This was the impetus for the development of Plan Secure Jamaica — a comprehensive, multi-year, national crime-fighting and security strategy designed to address the root causes of violence and strengthen the institutions that protect our people. Since the launch of Plan Secure Jamaica in 2017, we:

• have made record investments in national security and tripled the average national security budget;

• rebuilt the Jamaica Constabulary Force into a modern, intelligence-driven institution;

• augmented the capabilities of the Jamaica Defence Force to secure our borders, maritime zone, and airspace;

• upgraded the technology and operational efficiency of Jamaica Customs to secure our ports and detect contraband and weapons;

• equipped and empowered MOCA (Major Organised Crime & Anti-Corruption Agency) to deal with cyber and other high-level crimes;

• created a legislative framework that supports the operations of the security forces through the enhanced anti-gang legislation, the new Bail Act, the new Firearms Act, the Zones of Special Operations Act, and amendments to increase the penalties for murder; increased the size of the security forces; and, most importantly,

• developed a systematic cooperation and coordination of security policy and strategy through the National Security Council.

It is this comprehensive approach — prevention, enforcement, and social intervention — that has made the difference. We are turning the tide against organised violence. In May 2025 homicides have decreased by a remarkable 70 per cent compared to May last year. Year to date, there has been a 43 per cent reduction in homicides compared to the same period in 2024.

In 2024 the murder rate fell to 40.9 per 100,000 and the projected rate for 2025 now stands at 24.3 per 100,000 — the lowest Jamaica has seen since 1991.

How Violence Destroys Lives and Limits Opportunity

As we celebrate our continued emergence from some of the darkest decades in our post-Independence history we must reckon with the true toll that violent crime has taken on our country. First and foremost, there are the thousands of lives that were lost to needless violence — parents, children, neighbours, friends — cut down before their time. Secondly, there is the damage to our international reputation and standing, with profound consequences for our economy and opportunities for our people. The Government recently commissioned a global study on the state of Brand Jamaica which shows that without the perception of high crime:

• Willingness to visit would rise from 74 per cent to 84 per cent.

• Willingness to work in Jamaica would rise from 49 per cent to 71 per cent.

• Willingness to invest would increase from 58 per cent to 71 per cent.

On average, 14.6 per cent of global respondents are dissuaded from visiting, working, studying or investing in Jamaica due to crime concerns. This represents billions in lost potential and missed opportunities for our people.

SHARED PROSPERITY THROUGH TOURISM

Nowhere has that impact been felt more deeply than in tourism — an industry that touches every corner of our society. Tourism powers livelihoods across Jamaica. It employs hotel workers and tour guides, yes, but it also sustains the artisan in Negril, the jerk vendor in Portland, the fisherman in Treasure Beach, and the farmer in St Elizabeth whose produce ends up in our restaurants. It fuels everything from taxis to entertainment, from local shops to community festivals. For countless families, tourism means a steady income, school fees paid on time, and the ability to plan for a better future. When tourism thrives, so does the average Jamaican.

The United States is our largest source market for visitors. When that Government advises its citizens to “reconsider travel”, as it did under the Level 3 advisory, it sends a dampening signal that tempers enthusiasm among potential travellers and influences the decisions of tour operators and airlines alike. Yet, despite that headwind, Jamaica’s tourism has shown remarkable resilience.

Visitor arrivals continued to grow, a testament to the enduring global appeal and strength of Brand Jamaica and a clear reflection of the fact that visitors have always felt safe in our country. But we must also recognise that under a more favourable advisory our growth could have been even greater — reaching more communities, creating more jobs, and delivering even greater returns to the Jamaican people.

Now, with the upgrade to level 2 the message is clear: Jamaica is safer. Travellers are no longer guided to avoid our shores, rather they are advised to exercise normal caution and situational awareness. Travel insurance policies will also be easier and more affordable for those planning trips to Jamaica. This opens the doors for more spontaneous travel, larger group bookings, and expanded offerings from global travel brands.

This change will be felt tangibly across the island, in hotels hiring more staff, craft vendors seeing more sales, entertainers being booked for more shows, and taxi drivers making more trips. It also allows for greater planning confidence among Diaspora Jamaicans wishing to host family reunions, weddings, and other events here at home. That is why this upgrade from level 3 to level 2 matters. It is not just about perceptions — it is about putting more food on the table, more money in local pockets, and more dignity in people’s lives.

A Jamaica Ready to Compete

The perception of Jamaica influences far more than tourism — it shapes how we are viewed as a place to invest, trade, study, live, and partner. A higher standing in the eyes of the world empowers us to negotiate better terms, attract more strategic investments, and forge deeper diplomatic ties. When international stakeholders assess a country, they are not just looking at economic indicators, they are evaluating safety, stability, and the ease of doing business. They are asking: Is this a country where things work? Is it safe? Is it predictable? When people think of Jamaica we want them to think not only of reggae, beaches, and athletics, but also of safety and personal security, professionalism, governance, and untapped potential. We want the world to see a Jamaica that is efficient, safe, secure, and ready to compete globally.

While we celebrate the progress we have made, there is no room for complacency. There is still much more work to be done. We must continue to reduce violence, especially in volatile areas. Many such areas are of rich cultural significance, with great potential for niche tourism that would benefit local economies, but they are still designated as no-go zones under the current advisory. We must continue to degrade organised violence and improve local conditions in these spaces so that no Jamaican is left behind as we march into this new chapter as a country.

Our Future Is Bright

In closing, I must pay a special tribute to our security forces. This moment belongs to the men and women of the Jamaica Constabulary Force, the Jamaica Defence Force, Jamaica Customs, and MOCA whose bravery and professionalism have brought us to this milestone. It also belongs to the Jamaican people who have endured, who have sacrificed, and who now have every reason to believe in a brighter future.

Our recent achievements demonstrate that progress is possible. Our policies are working. Our people are persevering. And the world is taking note.

Let us seize this moment with unity and purpose. Let us commit to protecting the gains we have made — and to expanding them so that every Jamaican feels the benefits of a growing, confident, and internationally respected Jamaica.

We are not merely changing how others see us — we are becoming the country we always knew we could be. Continue to choose Jamaica.

— Dr Andrew Holness is prime minister of Jamaica.

Some of the guns that were destined for Jamaica but which were seized at Miami International Airport in 2017.

One of the five state-of-the-art inshore patrol vessels donated to the Jamaica Defence Force (JDF) and Jamaica Constabulary Force (JCF) by the Japanese Government in April this year. The vessels have bolstered Jamaica’s maritime capabilities. (Photo: Garfield Robinson)