JAPEX 2026: Jamaica’s Recovery and Future Plans

Jamaica is preparing to welcome international tourism buyers, suppliers and industry partners to Ocho Rios for the 36th staging of the Jamaica Product Exchange (JAPEX), as the country uses its flagship travel trade event to signal continued recovery and pursue new opportunities for tourism growth.

Scheduled for September 14–17, JAPEX 2026 will bring the international travel trade together at a time when Jamaica is rebuilding tourism capacity following Hurricane Melissa and looking to strengthen its presence in both established and emerging markets.

Tourism Minister Edmund Bartlett, speaking at the official launch of the event, said the destination remains open for business and ready to pursue additional tourism opportunities.

Ocho Rios takes centre stage

This year’s staging marks JAPEX’s return to Ocho Rios for the first time in more than a decade.

The move comes as sections of western Jamaica continue to recover from Hurricane Melissa, giving the destination an opportunity to highlight another of its major resort areas while demonstrating the wider tourism sector’s ability to adapt following disruption.

Bartlett pointed to Ocho Rios’ combination of attractions, local cuisine, entertainment and adventure experiences as important elements of Jamaica’s tourism offering.

The event is being presented by the Jamaica Hotel and Tourist Association (JHTA) in partnership with the Jamaica Tourist Board (JTB).

Hotel sector continues recovery

Jamaica’s tourism accommodation sector has made significant progress in restoring capacity, with approximately 80% of hotels across the island now reopened, according to Bartlett.

The remaining properties are expected to return to operation during the first quarter of 2027.

For tourism officials, the pace of reopening represents an important indicator of confidence in the destination as Jamaica works to restore capacity and maintain its position in the competitive Caribbean tourism market.

The recovery effort extends beyond hotel rooms, with tourism workers, businesses and communities playing a central role in rebuilding the visitor economy.

JAPEX puts tourism business in focus

While JAPEX provides a platform to showcase Jamaica’s tourism product, its importance extends to the business generated between local suppliers and international travel partners.

The annual exchange facilitates meetings between Jamaican tourism businesses and overseas buyers, creating opportunities for new contracts, partnerships and increased visitor business.

Bartlett described JAPEX as a marketplace focused on generating tangible commercial opportunities rather than simply promoting the destination.

International buyers and tourism partners attending this year’s event are being encouraged to deepen existing relationships while exploring new areas of business within Jamaica.

Local suppliers and exhibitors have also been challenged to use the gathering to demonstrate the range and competitiveness of the country’s tourism experiences.

Jamaica looks beyond traditional tourism markets

JAPEX 2026 also comes as Jamaica advances its Tourism 3.0 agenda and seeks to diversify the markets driving future visitor growth.

Latin America and other emerging international markets are among the areas receiving increased attention as the country looks beyond its traditional source markets.

Jamaica is simultaneously working to strengthen air connectivity and increase investment in destination marketing as it competes for a larger share of international travel.

The strategy comes against a backdrop of changing traveller behaviour, global economic uncertainty and the increasing need for destinations to prepare for disruptions ranging from market shifts to severe weather events.

Despite those challenges, Bartlett said Jamaica’s tourism sector continues to demonstrate its ability to adapt, innovate and pursue growth.

With international tourism stakeholders gathering in Ocho Rios this week, JAPEX 2026 is expected to serve not only as a major trading platform for Jamaica’s tourism industry but also as an opportunity to present the country’s recovery, resilience and ambitions for its next phase of growth to the global travel market.

Further reading

• Jamaica Tourism Holds Strong With 2.34 Million Visitors Through AugustPublished 7 September 2026
• Jamaica Welcomes 70000 Visitors in Early Winter Season SurgePublished 5 January 2026

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