Jamaica Tourism Is Booming: What’s Driving The Island’s $2.4 Billion Year
By Leroy Adams
Exclusive Culture Travels Media Report
When you think of Jamaica, you think of reggae and beaches, jerk chicken and sunsets — but in 2025, you might also think of billion-dollar investments, surging visitor arrivals, and a tourism industry breaking records.
“We’re celebrating 63 years of independence, but this is also a legacy year for Jamaican tourism,” says Angela Bennett, Regional Director - Canada for the Jamaica Tourist Board. “It’s a year of strength, brilliance, and innovation from our people.”
Already this year, Jamaica has welcomed 2.3 million visitors and generated $2.4 billion in tourism revenue, fueled by strategic growth, market expansion, and a renewed sense of national pride. Jamaica is having a record-breaking year — and is on pace for one of its strongest tourism performances in decades. Bennett credits a combination of strategic investments, cultural pride, and market diversification for the surge.
The Boom Behind the Numbers
Canada is not sleeping on Jamaica. Air connectivity is expanding at a rapid pace. Air Canada has increased capacity to Jamaica by 23%, adding two new non-stop routes and increasing frequencies on existing services to Montego Bay’s Sangster International Airport (SIA).
The expansion includes new direct flights from Ottawa and Halifax, as well as additional service from Toronto and Montreal. They are currently operating 10 daily flights out of Toronto. This winter will see 30,000 more seats available, growing from 293,000 to 327,000 seats. The overall growth is 12%, while the increase from Air Canada is 23%.
“This has been a legacy year for Jamaica. We’re seeing organic growth fueled by significant investment. We’re ensuring every new build and investment benefits the Jamaican staff and workers, with hotels building homes,” Bennett says. Investment in community based initiatives are also a part of the discussion with every new investment. “We want the people of Jamaica to be part of this success,” Bennett emphasizes.
The destination is also seeing a boom in visitors from European and Latin American countries, in part due to increased legislation on visas and the growing difficulty of traveling to the United States.
Addressing Safety Misconceptions
Despite lingering perceptions, crime against tourists is less than 0.1%, according to official data — a statistic Bennett says is supported by Jamaica’s thriving Airbnb network and the prominence of community tourism, testaments to the safety of business investments and people.
“No one will harm a tourist. This is our lifeline. Tourists are welcomed and safe and Jamaica is open for business investment,” she says.
Tourism contributes significantly to Jamaica’s GDP. The U.S. State Department recently downgraded its travel advisory from Level 3 to Level 2, citing improvements and effective local policing. Directly from the May 29, 2025 U.S. State Department travel advisory report:
“Violent crime in Jamaica has decreased since 2024. Tourist areas see lower rates of violent crime than other parts of the country” the travel advisory for Jamaica states.
African American Travelers: A Priority Market
One of Jamaica’s fastest-growing segments is the African American luxury traveler. Bennett says more U.S. Black travelers are booking high-end all-inclusives, private villas, and bespoke cultural experiences. Many are visiting to connect with their roots, celebrate life milestones, or simply experience the island’s signature “vibes.”
So, what are “vibes” in a Jamaican context?
“It’s coming back to your best self,” Bennett says. “It’s experiencing a culture, a music, a people. Jamaica is a living, breathing experience you can only understand when you’re here.”
The interest from African American travelers is also an indication of how safe the country is for tourists. According to the latest report from the Black Travel Alliance, 79% of African Americans — a market that spends over $145 billion a year on travel — report that feeling safe and welcomed in a destination is a top priority.
Learn more about Jamaica tourism here.
