The local tourism sector is champing at the bit days before the start of Jamaica Product Exchange (Japex), the premier trade fair staged by the industry that last year earned the country US$3.64 billion.

“This week the excitement around Japex 2023 is palpable,” Jamaica Hotel and Tourist Association (JHTA) President Robin Russell told journalists at a press launch on Thursday at The Courtleigh Hotel and Suites in St Andrew.

“It is a fact that worldwide there have been consolidations among tour operators and travel agencies, with many of these representing several buyer companies, but that has not reduced or diminished the enthusiasm for Japex as the premier Caribbean marketplace,” he said, adding that the top buyers will be at the event scheduled for September 11 to 13 in Montego Bay.

Russell said that as of yesterday [Wednesday] 102 buyer delegates, 132 supplier delegates, and two global media companies have registered for the trade show which the JHTA boldly declares on its website “is back, and we are ready to GO in person!”

He said the representatives will come from Argentina, Brazil, Canada, Chile, Colombia, Czech Republic, Dominican Republic, France, India, Italy, Paraguay, Peru, Poland, Mexico, Spain, United Arab Emirates, United Kingdom, United States, and Uruguay.

Japex will return to full face-to-face interaction since 2019, as the trade fair was held in a virtual format in 2020 due to the COVID-19 pandemic. In 2021 it was set to be held in November as a hybrid in-person/virtual event but joint hosts, the JHTA and Jamaica Tourist Board (JTB), rescheduled it to early 2022.

The Montego Bay Convention Centre in St James will be the main venue for this year’s event during which the island will be showcased via tours, video presentations, destination updates, receptions and parties.

“We’re looking at new markets that are going to come into the mix – Eastern Europe is coming in droves [with] more than 17 travel agents, tour operators and media; South America is coming in droves, and in addition to that there is a team from Latin America which is a powerful group of young people… pulling together investment potential and partners from Latin America,” Tourism Minister Edmund Bartlett said at the press launch.

Latin America, he said, has a minimum of 600 million people with an estimated $4 trillion market.

He stressed that Japex 23 is more than just a trade show; it is a symbol of Jamaica’s recovery and “is an opportunity for us to showcase our innovation, or commitment to sustainability, and our dedication to preserving our natural treasures for generations to come”.

“Japex is a convergence of talents, ideas, and aspirations. It’s where industry professionals, business leaders, travel enthusiasts and creative minds come together to forge connections, share insight, and unveil the very best that Jamaica has to offer,” he said.

Bartlett noted that this year’s event holds even more significance as it follows a period of unparalleled challenges for the global travel and tourism industry caused by the pandemic.

“The pandemic tested our collective resolve, but it also reinforced our resilience. Through the darkest days we remained steadfast in our commitment to preserving the unique Jamaican experience and ensuring the safety and well-being of our visitors,” he said.

Japex planning chair, Nicola Madden-Greig said the event will provide delegates with a destination update, as well as several educational sessions and seminars with a focus on health and wellness, and on the diaspora market.

“We will also have a session on digital marketing, which will be presented by the Jamaica Tourist Board, as well as a session that is going to be talking about artificial intelligence (AI) and how do we implement strategies in terms of AI in the business of tourism and ensuring that we use that to our advantage,” she said, noting that these sessions will be held at the Montego Bay Convention Centre on Monday.

She noted that on Monday evening there will be a welcome reception and opening ceremony which, for the first time, will not be held at the convention centre but at Chukka Ocean Outpost in Montego Bay.

“We felt it was important at this stage to change it up a little bit for Japex,” Madden-Greig explained.

She noted that on Tuesday and Wednesday there will be full sessions or appointment scheduling with international buyers. She said as well that there is a separate media itinerary, adding that the international media will be visiting various areas across the island.

“On Wednesday afternoon we have another change of our agenda where we will be bringing in travel agents from Canada, from the UK, Europe, from the Caribbean, from the US market, and they will be doing an immersive programme across Jamaica, visiting the resort areas and seeing what’s new,” Madden-Greig said.

The closing ceremony will be held on Wednesday at Sandals Montego Bay under the theme ‘Reggae Experience’.

Japex provides a platform for Jamaica’s tourism partners and stakeholders to engage in prearranged business meetings with international buyers.

It also gives participants the opportunity to discover what is new in Jamaica, strengthen business contacts, and network to establish new connections.

Hotels and resorts, transportation providers, tours and attractions all mount exhibitions at the event, which attracts travel agents, wholesalers, and tour operators, as well as leading suppliers in the local tourism industry.