TORONTO, Canada — Minister of Tourism, Edmund Bartlett, says Jamaica is aiming to welcome 600,000 Canadian visitors annually and generate US$750 million in tourism earnings by 2030.

The goal comes as the destination experiences a 22 per cent increase in Canadian airlift capacity for the upcoming winter season.

The new key performance indicators (KPIs) were announced during the minister’s address at the Edith Baxter Memorial Award, which recognises individuals who have made a substantial contribution towards the positive advancement of Jamaica’s tourism industry.

“Canada represents one of our most important and fastest-growing source markets,” said Bartlett. “The substantial increase in airlift capacity this winter demonstrates the strong confidence our airline partners have in Jamaica’s appeal to Canadian travellers. We are committed to building on this momentum to achieve our 2030 vision of 600,000 Canadian visitors and three-quarters of a billion dollars in tourism revenue.”

Donovan White, director of tourism, maintained that with the continued strengthening of the country’s trade partnerships, it will be possible to achieve the new targets.

The JTB says the destination’s diverse tourism product, from all-inclusive resorts to boutique properties, authentic cultural experiences and adventure tourism offerings, continues to resonate strongly with Canadian travellers.

“These targets are not merely aspirational—they are achievable,” Bartlett emphasised. “With our expanded airlift, continued investment in tourism infrastructure and Jamaica’s unmatched destination appeal, we are well-positioned to capture a larger share of Canadian outbound travel over the next five years.”

The Jamaica Tourist Board says it will intensify its marketing efforts in Canada, focusing on digital engagement, travel trade partnerships and consumer-facing campaigns that showcase the island’s authentic experiences and value proposition.

Currently, Jamaica has welcomed 485,000 visitors to its shores. This is 15,000 less than the 500,000 target set for 2025.

As Jamaica welcomes the winter season with enhanced connectivity, the tourism sector anticipates strong performance from the Canadian market, setting the foundation for sustained growth toward the 2030 targets.