Next week’s staging of the Jamaica Product Exchange (JAPEX) trade show is set to accelerate tourism growth, as the event welcomes a strong contingent of international buyers seeking to unlock new business opportunities driven by the island’s strategic push into new and emerging markets.

Speaking at a press conference on Monday to launch the 2025 edition of the event, director of tourism at the Jamaica Tourist Board (JTB) Donovan White cited continued innovation, market expansion and targeted marketing efforts as critical to achieving sustainable growth in the local tourism sector.

“The focus for the JTB this year is the deepening of our emerging markets expansion. Like any other business, we can’t expect to grow from an existing base of customers and as such, we have continually looked at how we can expand our market size. Over the past three years, the JTB has institutionalised a strategy aimed at developing key emerging markets essential to the sustainable growth of our visitor arrivals,” he said.

Pointing to Latin America as a key area of focus, the director noted its more than 17 countries and combined population of approximately 600 million, which he said represents a huge market space in which Jamaica can continue to build out its presence.

“JAPEX gives us the opportunity to engage some of the biggest, brightest and most strategic tourism businesses from that region and to connect them directly through discussions with Jamaican product owners.”

In addition to Latin America, White also highlighted growing interest from India and the Gulf Cooperation Council (GCC) markets.

“We’re very invested in the Indian market and the GCC region. JAPEX will welcome several strategic businesses from these markets — not only for the three to four days of official meetings but also for immersive destination experiences, site visits, and product inspections. The goal is for them to leave with a comprehensive understanding of the business opportunities available in Jamaica,” he said.

Tourism, which continues to be a key pillar of the local economy, contributes over 30 per cent of gross domestic product (GDP) and employs a significant portion of the workforce. Up to the second quarter of this year, the accommodation and food services sector recorded 2.5 per cent in growth, buoyed by increased stopover arrivals driven by major entertainment events such as Carnival.

“JAPEX is therefore critical to our growth and we are pleased to once again collaborate with the Jamaica Hotel and Tourist Association (JHTA) on this important and strategic partnership and we look forward to a successful staging in 2025,” White said.

Speaking to the likely tangible targets to come from the industry’s single most important business-generating event, White said not only will its staging translate into higher visitor arrivals but will also pay a role in helping the country to achieve its triple five objective through which it seeks to secure five million tourist arrivals and US$5 billion in earnings in 2025.

“What JAPEX allows us to do, is to give us that window of opportunity to interact particularly with new markets/new business partners. The growth in arrivals over the last five years have averaged within the range of 5.5 per cent to 6.5 per cent while our overall growth in revenues to destination have been at around 7 per cent for the last five years, much of which we are able to achieve from a combined set of strategy executed not just by the activities of the JTB and government but also from our private sector partners who drive a significant amount in marketing as well,” the director further noted.

Scheduled for September 21–26 in Montego Bay, St James, JAPEX 2025 is expected to bring together a diverse mix of buyers from more than 25 countries.

Nicola Madden-Greig, past president of the JHTA and chair of the JAPEX Planning Committee, noted that international interest has been strong and appointment scheduling is already off to a solid start.

“This year, we will be welcoming delegates from countries such as Argentina, Austria, Brazil, Canada, Denmark, Finland, Germany, India, Japan, Kuwait, Norway, Saudi Arabia, the UAE, the UK, and the US,” she said. “All are eager to learn more about destination Jamaica and to bring more business to our shores.”

Since its inception over three decades ago, JAPEX has consistently positioned Jamaica as a top-tier tourism destination. This year’s theme, ‘Ready, Set, Go!’, highlights Jamaica’s readiness to seize new opportunities in the global travel market.

JHTA President Christopher Jarrett said the 2025 staging is already shaping up to be one of the largest and most dynamic in the event’s history — one aimed at delivering success for all industry stakeholders.

“We are proud to welcome 116 buyers from more than 25 countries, including over 50 new tour operators, buyer delegates and international travel agents who will experiencing JAPEX for the very first time. The growth in buyer participation underscores Jamaica’s global appeal and the confidence of our partners in the strength and resilience of the tourism product,” he said while encouraging stronger participation from local participants.

“JAPEX is designed as a marketplace and for it to thrive; we need strong representation from both sides. While international buyers are here in record numbers, our suppliers, hoteliers, attractions, transport providers and service partners must rise to meet this opportunity. JAPEX is not just another event…it’s a premier platform where business gets done, contracts are signed and where the future of Jamaica’s tourism industry is shaped. For suppliers it’s an invaluable opportunity to showcase our products and experiences directly to local decision makers who are actively seeking partnerships. I therefore encourage every supplier to come onboard, expand their reach and to secure partnerships that will drive their businesses forward,” Jarrett said.

Christopher Jarrett, JHTA president, provides remarks on the flagship buyer event during a press conference on Monday. He is accompanied by (from left) Camille Needham, JHTA director, Donovan White, and Nicola Madden-Greig.

Since its inception over three decades ago, JAPEX has consistently positioned Jamaica as a top-tier tourism destination. This year’s staging is set to welcome 116 buyers from more than 25 countries, including over 50 new tour operators, buyer delegates and international travel agents.