Jamaica Sets Bold New Targets as Canadian Visitation Surges

Jamaica’s Minister of Tourism, the Honourable Edmund Bartlett, has set bold new targets for the Canadian market, aiming to welcome 600,000 Canadian visitors annually and generate US$750 million in tourism earnings by 2030.

This ambitious goals come as the island destination is just shy of its 2025 target of 500,000 Canadian visitors, with about 485,000 arriving year-to-date. There’s definitely an appetite for growth, as Jamaica will see a 22% increase in Canadian airlift capacity for the upcoming winter season. 

“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.”

Minister Bartlett says the new targets are not merely aspirational, but achievable. 

“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 22% surge in airlift capacity reflects growing demand from Canadian travellers attracted by Jamaica’s beaches, vibrant culture, warm hospitality, and year-round tropical climate. Jamaican officials say this expansion provides unprecedented accessibility for Canadians across multiple gateway cities.

“We are ready to achieve these new targets and with the continued strengthening of our trade partnerships it will be possible,” said Donovan White, Director of Tourism. 

To help drive demand, 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 experiences and value proposition.

“We are grateful and excited for the future of Canadian travel to Jamaica and will work to realize this increase in our margins,” said Angella Bennett, Regional Director, Canada.