Jamaica Joins Puerto Rico Belize, Costa Rica, Panama and Other Latin America Countries to Promote Tourism Products at JAPEX 2025

Published on September 20, 2025

By: Tuhin Sarkar

Jamaica is teaming up with Puerto Rico, Belize, Costa Rica, Panama, and other Latin American countries to promote their unique tourism products at JAPEX 2025. This strategic collaboration highlights the growing importance of Latin America in global tourism. By joining forces, these countries aim to showcase their diverse tourism offerings and attract more international visitors.

At JAPEX 2025, each destination will have the chance to connect with global travel buyers, suppliers, and media. This event is a prime platform for sharing the rich cultures, landscapes, and experiences that define the Caribbean and Latin America.

By working together, Jamaica and its partners hope to strengthen their presence in emerging markets, particularly those in Latin America. This collaboration signals a new era of cooperation among countries in the region, positioning them as key players in the global tourism industry.

Jamaica is expanding its tourism focus for 2026, with a spotlight on Latin America and emerging markets. This move, led by Tourism Director Donovan White, aims to accelerate growth and open new avenues for the island’s tourism sector.

Jamaica’s Tourism Strategy Shifts Towards Emerging Markets
Jamaica is strategically placing emerging markets at the heart of its tourism agenda for 2026. With a focus on Latin America, the island is positioning itself to tap into new and expanding markets. The aim is to sustain and accelerate tourism growth by reducing reliance on traditional sources like the U.S., which has long been Jamaica’s largest market. This shift comes as key Caribbean competitors have already begun similar efforts to diversify their markets, understanding the value of global expansion.

Donovan White, the Tourism Director of Jamaica, has made it clear that deepening relationships with emerging markets is vital to keeping Jamaica’s tourism sector strong and growing. He explained that focusing solely on traditional markets like North America isn’t enough for long-term sustainability. As the tourism landscape becomes more competitive, tapping into markets in Latin America is seen as a necessary strategy for diversification.

Latin America: A Key Region for Tourism Growth
With over 600 million people, Latin America represents a huge opportunity for Jamaica. The island is focusing on more than 17 countries within this region, actively positioning itself to attract visitors from markets with significant untapped potential. By catering to Latin America’s emerging middle class, Jamaica could see a substantial increase in arrivals from countries such as Brazil, Argentina, and Mexico. These nations are home to large populations with growing interest in international travel.

For Jamaica, tapping into this market is more than just about numbers; it’s about diversifying its source countries to achieve long-term tourism sustainability. Latin American visitors are becoming more aware of Jamaica’s offerings, making the region an essential part of the island’s future tourism strategy. By deepening engagement with these countries, Jamaica is setting itself up to capture a larger share of this growing market in the years to come.

Expanding Beyond Latin America: Exploring India and the Gulf
While Latin America is a key target, Jamaica is also broadening its horizons. The island is exploring new tourism opportunities in India and within the Gulf Cooperation Council (GCC). These regions are emerging markets with substantial growth potential for international tourism. India, with its vast population and increasing outbound tourism, offers Jamaica a unique opportunity to diversify its visitor base even further. Similarly, the GCC, with affluent tourists from countries like the UAE, Saudi Arabia, and Qatar, represents a market with strong spending power and a desire for luxury travel experiences.

This broader approach to tourism expansion is part of a bigger plan to increase Jamaica’s global presence. By diversifying across different regions and attracting visitors with high potential, Jamaica aims to safeguard against potential downturns in traditional markets and ensure a steady flow of international arrivals. These efforts signal a long-term vision for Jamaica as a global tourism leader.

JAPEX 2025: A Platform for Global Engagement
One of the key vehicles driving Jamaica’s expansion into these new markets is JAPEX (Jamaica Product Exchange). Scheduled for September 2025, JAPEX 2025 will be a crucial event in helping Jamaica build deeper connections with international tourism businesses. The event will bring together top global buyers, suppliers, and local partners, providing a platform for engagement and showcasing the strength of Brand Jamaica.

White highlighted that JAPEX is a perfect opportunity for the island to strengthen its tourism ties globally, while also showcasing its rich offerings in both traditional and emerging markets. Visitors and partners will experience Jamaica firsthand through destination immersions, site visits, and product inspections. This will allow them to fully understand the unique experiences Jamaica can offer, making it easier to promote and encourage tourism.

The Future of Jamaica’s Tourism: A Global Vision
Jamaica’s tourism strategy for 2026 is forward-thinking and well-balanced. By reaching out to both emerging markets like Latin America and established regions such as the U.S., the island aims to create a more sustainable and diverse tourism economy. White emphasized that the JTB’s strategy has been under development for several years, ensuring a deep understanding of these new markets and how best to engage with them.

With the launch of JAPEX 2025, Jamaica is not only positioning itself for future growth, but also reinforcing its position as a global tourism destination. This diversified approach will provide long-term stability for the island’s tourism sector, offering a well-rounded experience that meets the needs of visitors from various parts of the world.

Jamaica is paving the way for a bright tourism future, driven by expansion into Latin America and other emerging markets. The island’s strategic diversification, coupled with the global reach of JAPEX 2025, is set to place Jamaica at the forefront of international tourism. With sustained efforts in these new markets, Jamaica will continue to thrive as a top destination for travellers worldwide