A Jamaica continues to ramp up efforts to attract more land-based visitors, tourism officials are simultaneously sharpening focus on the cruise sector while also ensuring that the economic benefits extend far beyond the ports.

At the recently concluded Jamaica Product Exchange (JAPEX) 2025, Minister of Tourism Edmund Bartlett provided an update on the sector’s performance, noting that cruise tourism has shown a promising rebound from the COVID-19 pandemic fallout. For 2025, he said the industry projected to welcome 1.34 million cruise passengers, representing a 7 per cent increase above last year’s figures.

“Cruise tourism in Jamaica has lived up to expectations and even exceeded them post-COVID, especially considering how the sector continues to lag in other destinations,” said Bartlett. “The industry still faces challenges — particularly around emissions regulations and environmental concerns — but we are navigating these carefully.”

Highlighting recent challenges with the western Caribbean route, which has seen a plan for the Cayman Islands to develop berthing infrastructure receiving resounding rejection, Bartlett said this setback, which has not only complicated plans to accommodate larger ships in the region, is also likely to have a knock-on effect on local cruise call numbers.

Despite these headwinds, Jamaica’s itineraries with major cruise lines — including Royal Caribbean, Carnival, MSC, and Norwegian — the minister said remains robust and show strong potential for further growth.

Jamaica’s four main cruise ports — Montego Bay, Ocho Rios, Falmouth, and Port Antonio — have all seen ongoing upgrades, aimed at delivering world-class experiences that connect cruise visitors with the island’s culture, history, and natural beauty.

The Falmouth Cruise Port, in particular, developed through a public-private partnership, has positioned Jamaica to receive some of the world’s largest ships and is considered one of the most modern cruise terminals in the Caribbean.

In an effort to further strengthen the economic impact of cruise tourism on local communities, Bartlett said he has tasked newly appointed minister of state, Tova Hamilton, to oversee the next phase of cruise tourism development

The plan is to expand Jamaica’s port network to enable a true Jamaican itinerary and minister Hamilton will have her hands full in dealing with our partners at the Port Authority of Jamaica as we work to ensure that Jamaica remains top-of-mind in terms of calls,” Bartlett said.

“Our aim as we move forward with cruise tourism is to build out the quality of the shore experience when these visitors come. It’s always about making sure of the three S’s — safe, secure and seamless as we also more importantly ensure that our local players are able to benefit from cruise arrivals,” he added.

Despite its growth, cruise tourism continues to face criticism for its relatively low per passenger spend compared to overnight tourism. Often, cruise visitors spend just a few hours in port — typically within commercial zones — limiting the economic impact on broader communities.

To address this, the Tourism Enhancement Fund (TEF) and its affiliate, the Jamaica Centre of Tourism Innovation (JCTI), are rolling out initiatives to strengthen backward linkages and increase local economic participation. A key project in this effort is the Falmouth Artisan Village, located just outside the Falmouth Cruise Port.

According to Carol Rose Brown, director of the JCTI, the village, which more than houses some 20 shops that offers unique products crafted by local artisans, also aims to provide immersive cultural, culinary, and entertainment experiences.

“We believe the investment in the Artisan Village is about to pay off, especially with the upcoming winter tourist season. We’ve been working closely with cruise lines and destination management companies (DMCs) to ensure that visitors engage with the village. We’re also now working to develop a local programme to bring more vibrancy to the venue,” she told the Jamaica Observer during a tour of the facility held as part of the JAPEX 2025 activities last week.

Brown said that with cruise ships currently calling at Falmouth twice per week, this presents strong potential for consistent foot traffic.

“Jamaica welcomes about four million tourists annually, and if even 10 per cent of cruise visitors spend US$75 each, that would make a significant economic impact,” she closed while also noting that efforts are now underway to significantly strengthen its marketing of the village.

The Artisan village located just outside the Falmouth Port houses little over 20 shops that offers unique products crafted by local creatives.