Last year’s trio of setbacks—storm damage, skittish travellers, and slow arrivals—pushed the island’s leisure sector into unfamiliar territory. Today, the narrative has flipped. New data for the January–March quarter show the “Accommodation & Food Services Activities” category leading national growth, and Kingston’s policymakers are openly targeting double-digit expansion before the summer quarter closes.
Jamaica logged roughly 2.3 million visitors and US $2.4 billion in spend through mid-year, re-establishing the momentum that characterised 2023’s record-breaking stretch. Cruise traffic alone is on course to exceed 1.35 million passengers by December, closing half the distance to the Tourism Ministry’s signature 5×5×5 benchmark—five million visitors and five billion US dollars in annual receipts by the close of fiscal 2025/26.
Three Drivers Behind the Turnaround
- Resilient Airlift & Cruise Lift
Airlines reinstated seats faster than expected after last season’s hurricane interruptions, while cruise itineraries rebounded once regional advisories eased. - Shift to Higher-Value Experiences
Tour operators have moved past volume alone, packaging premium culinary, cultural, and eco-wellness offerings that command a higher daily spend. - Supply-Chain Localisation
At the two-day Christmas in July marketplace—now an anchor of the visitor economy—180 producers filled ballrooms with bespoke craft, spa goods, and gourmet items. The event has funnelled more than J$1 billion to Jamaican micro-enterprises since its 2014 launch.
Keeping the Dollar at Home
Government planners say the country now holds on to about 40 cents of every tourism dollar—well up from the quarter-dollar retention rate of a decade ago. Draft legislation in play would hard-wire that progress by giving domestic manufacturers first refusal on hotel and attraction procurement, a “local-first” rule designed to cut import leakage and lock artisanal businesses into long-term contracts.
Outlook
With the current quarter already tracking ahead of schedule, sector strategists anticipate a strong run into peak winter. External shocks remain a perennial risk, but if cruise berths and airline seats continue filling at present velocity, Jamaica could post its first double-digit quarterly jump since before the pandemic—pulling the 5×5×5 ambition from aspiration to probable outcome.
The storm clouds of 2023 have drifted. What remains is a tourism engine running hot, a domestic supplier base ready to scale, and a clear policy agenda aimed at keeping more of the gains onshore.