600,000 visitors and $750 million from Canadian market by 2030, says Bartlett | News
Pictured: Tourism Minister Edmund Bartlett (R) addresses attendees at the Edith Baxter Memorial Award Ceremony in Toronto on Monday, October 6, 2025. Natasha Borata, 2025 Edith Baxter winner, looks on.
Minister of Tourism, Honorable Edmund Bartletthas set bold new goals for the Canadian market, with the goal of welcoming 600,000 Canadian visitors annually and generate $750 million in tourism revenue by 2030. This ambitious goal comes as the destination experiences a significant 22% increase in Canadian airlift capacity for the upcoming winter season.
The new KPIs were announced during the Minister’s speech at the Edith Baxter Memorial Award, which recognizes individuals who have made a substantial contribution to the positive progress of the Jamaican tourism industry. Established in 2021 by the Jamaica Tourist Board, the event pays tribute to the legacy of Canadian publishing icon Edith Baxter, co-founder of Baxter Media.
“Canada represents one of our most important and fastest growing source markets,” said Minister Bartlett. “The substantial increase in airlift capacity this winter demonstrates the strong confidence our airline partners have in Jamaica’s appeal to Canadian travelers. 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.”
Pictured: LR nominees for the 2025 Edith Baxter Award, Chesand Gregory, David Betty, Dr. Sylvanus Thompson, Sophia Findlay and Natasha Borota at the awards ceremony in Toronto on Monday, October 6, 2025.
The 22% increase in airlift capacity reflects growing demand from Canadian travelers seeking Jamaica’s world-famous beaches, vibrant culture, warm hospitality and year-round tropical climate. This expansion provides Canadians with unprecedented accessibility in multiple gateway cities, making Jamaica more convenient than ever for winter vacations and family vacations.
“We are ready to achieve these new goals and with the continued strengthening of our trade partnerships this will be possible,” said Donovan White, director of tourism.
Jamaica has consistently strengthened its position in the Canadian market through strategic partnerships, targeted marketing campaigns and enhanced visitor experiences. The destination’s diverse tourism product, from all-inclusive resorts to boutique hotels, authentic cultural experiences and adventure tourism offerings, continues to resonate strongly with Canadian travelers.
“These goals are not just ambitious – they are achievable,” Minister Bartlett emphasized. “With our expanded airlift, continued investments in tourism infrastructure and Jamaica’s unparalleled destination appeal, we are well positioned to capture a greater share of Canadian outbound travel over the next five years.”
The Jamaican Tourist Board will intensify its marketing efforts in Canada, with a focus on digital engagement, travel retail partnerships and consumer-facing campaigns that highlight 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,” said Angella Bennett, Canada Regional Director.
Pictured: Minister of Tourism (3rd from left) pauses for a photo opportunity with 2025 Edith Baxter winner Natasha Barota (3rd from right), along with L-R, Angella Bennett, Regional Director, Canada, Jamaica Tourist Board, Donovan White, Director of Tourism, Maureen Barnes-Smith, Vice President-Sales & Marketing, Unique Vacations Canada, Dina Bartolo, VP Product, Air Canada Vacations, Wendy Baxter-McClung, Executive VP Baxter Media and her husband David McClung.
Currently, Jamaica has welcomed four hundred and eighty-five thousand visitors (485,000) to its shores. This is fifteen thousand (15,000) less than the target of five hundred thousand (500,000) for 2025.
As Jamaica welcomes the winter season with improved connectivity, the tourism sector expects strong performance from the Canadian market, laying the foundation for sustainable growth towards 2030 goals.
For more information on upcoming special events, attractions and accommodations in Jamaica, visit the JTB website at www.visitjamaica.com or call the Jamaica Tourist Board at 1-800-JAMAICA (1-800-526-2422).
