600K visitors, $750M by 2030 from Canadian market: Jamaica's Edmund Bartlett

Jamaica has set bold net targets for the Canadian market as it aims to welcome 600,000 Canadian visitors annually and generate US$750 million in tourism earnings by 2030.

The country’s Minister of Tourism, the Hon. Edmund Bartlett, recently announced the goal during a visit to Toronto to present the Edith Baxter Memorial Award.

The insights come as Jamaica experiences a 22 per cent increase in Canadian airlift capacity for the upcoming winter season.

"Canada represents one of our most important and fastest-growing source markets," said Minister Bartlett, as shared in a press release. "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."

The 22 per cent surge provides wide 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," stated Donovan White, director of tourism. 

The Jamaica Tourist Board (JTB) will intensify its marketing efforts in Canada, focusing on digital engagement, travel trade partnerships, and consumer-facing campaigns that showcase the island's authentic 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," stated Angella Bennett, the JTB’s regional director, Canada, in a statement.

Currently, Jamaica has welcomed 485,000 to its shores. This is fifteen thousand 15,000 less than the 500,000 target set for 2025.

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