KINGSTON, Jamaica — Jamaica has set an ambitious new tourism target of attracting 500,000 visitors from the United Kingdom (UK) annually by 2030, signalling a major push to expand its presence in one of its most important source markets.

The announcement was made by the Minister of Tourism, Edmund Bartlett, during the Platinum celebration awards at Jamaica Travel Market, where he outlined the government’s vision to boost UK arrivals. The UK has shown strong post-pandemic recovery, with visitor numbers climbing steadily in recent years.

“The United Kingdom holds a deeply rooted connection with Jamaica, through our shared history, culture, and vibrant diaspora,” said Bartlett. “Our goal of reaching half a million UK visitors annually by 2030 is bold and reflects the growing appetite among British travellers for the authentic Jamaican experience.”

To reach the target, the government will implement a multi-pronged strategy, including expanding airlift from key UK cities, strengthening partnerships with UK-based tour operators and travel agents, and rolling out targeted digital and in-market promotions. The plan also involves leveraging Jamaica’s extensive UK diaspora to promote multi-generational travel and investing in new destination experiences.

Currently Jamaica’s third-largest source market, the UK remains a critical contributor to the island’s tourism industry. Bartlett noted that the time is right to “accelerate efforts and claim a greater share of outbound UK travel”, especially from experience-seeking travellers, repeat visitors, and first-time explorers.

The UK visitor push forms part of Jamaica’s broader national tourism strategy, which aims to welcome eight million visitors and generate US$10 billion in earnings, positioning tourism as a driver of inclusive economic growth and community development.

“With more UK visitors comes greater opportunity for jobs, for investment, and for showcasing Jamaica to the world,” Bartlett added. “We are not just increasing numbers. We are expanding possibilities for Jamaicans across the island.”

The UK market has rebounded strongly since the pandemic, supported by increased flight capacity and strong demand. Last year, arrivals grew by 11 per cent, with 230,783 UK visitors recorded. Continued growth in airlift for 2026 and beyond is anticipated, with industry partners ramping up rotations.

Director of Tourism Donovan White said the new target aligns with Jamaica’s intensified marketing efforts.

“We are encouraged by the upward trend and are putting the right strategies in place to sustain and grow it,” he said.

Minister of Tourism, Hon Edmund Bartlett (C), is flanked by L-R, Elizabeth Fox, Regional Director, UK, Top UK tour operators who were recognized for their contribution to selling the destination and Donovan White, Director of Tourism, at the Platinum Celebration Awards held at the Ashdown Park Hotel on Thursday, October 2, 2025.