OCHO RIOS, St Ann — State minister in the Ministry of Tourism Tova Hamilton says the demand for Jamaica from Canada is outstripping the island’s available accommodation, creating opportunities for small local operators to fill the gap.

Hamilton told the Jamaica Observer that she was informed of the situation during a tour of the Jamaica Product Exchange (JAPEX) 2026 exhibition at Moon Palace Jamaica on Tuesday.

She said representatives of the tourism ministry based in Canada, who are attending the trade show, were actively seeking accommodation from smaller Jamaican operators to meet demand from that market.

“Which means that there is an opportunity for locals to do some business in the hospitality industry, if they are willing to,” Hamilton said.

Confectionery and Snacks Jamaica representatives Shiraine Ferguson and Jerazeno Bell (right) promoting their products to a participant at JAPEX 2026 on Tuesday. (Photo: Horace Hines)

“They had persons there from Canada who came to specifically do business with local villas and the smaller hotels — because they are actively trying to find more business here. They have indicated that they would love a lot more of the three- and four-star properties, which we don’t have enough of,” added Hamilton.

The demand comes as Jamaica continues to recover its accommodation capacity following Hurricane Melissa in October last year. Only about 70 per cent of the island’s hotel room stock has since returned.

Meanwhile the state minister welcomed the range of Jamaican products showcased at JAPEX, including businesses which participated in the Christmas in July trade show organised by Tourism Enhancement Fund.

“I do like the fact that we had local products on display… it shows that we are trying to integrate now all locals into the hospitality sector. We need much more of that, but it is a start for the local first [policy],” added Hamilton who was also encouraged by the turnout at JAPEX, which returned to Ocho Rios for the first time in a decade.

“It’s good to see so many people coming out, showing that there’s a demand for Jamaica,” added Hamilton.

About 70 booths were spread across the exhibition floor, showcasing accommodation, attractions, destination management services, and other tourism-related products.

One of the eye-catching booths was that of Confectionery and Snacks Jamaica (CSJ), distributors of Sunshine Snacks, Charles Chocolate, Sunshine Cereals, and Devon Biscuits.

CSJ showcased its products in a hotel bedroom setting to demonstrate how they can be used to enhance the guest experience beyond the traditional supermarket shelf.

Shiraine Ferguson, hospitality accounts representative, and Jerazeno Bell, business growth officer at CSJ, said JAPEX provided an ideal platform to demonstrate the role their brands can play across the hospitality sector.

State minister in the Ministry of Tourism Tova Hamilton (left) greets participants on the exhibition floor at the Jamaica Product Exchange 2026 at the Moon Palace in Ocho Rios, on Tuesday. (Photo: Aceion Cunningham)

According to CSJ representatives the guest experience begins long before check-in and extends well beyond the hotel room — from boarding a plane and spending time in an airport lounge to settling into a hotel room. They argued that at each stage there are opportunities to add value through thoughtful product placement and service.

Bell told the Observer that the response to the booth was particularly encouraging.

“The feedback has actually been great. I think the booth helped to bring the hotel room experience to life. It allowed participants to see, in a very practical way, some of the touch points they may be overlooking and how they can use those opportunities to further enhance the guest experience,” said Bell.

“We have great products across all four brands — chocolate, biscuits, cereals and snacks — and we want to demonstrate how they can be used creatively to add those special touches that make the hospitality experience more memorable,” she added.