Jamaica’s tourism industry is using its latest international trade gathering to signal recovery, attract new business and strengthen relationships with travel markets worldwide.

The 36th staging of the Jamaica Product Exchange (JAPEX) is being held in Ocho Rios from September 14 to 17, marking the resort town’s return as host for the first time in more than a decade. Tourism Minister Edmund Bartlett said the event comes at an important point in the country’s recovery and expansion plans.

“Jamaica is open and Jamaica is ready to welcome more tourism opportunities,” Bartlett said at the official launch of JAPEX 2026, addressing international buyers, tourism partners and industry representatives.

The decision to bring the event back to Ocho Rios has taken on added significance following Hurricane Melissa’s impact on western Jamaica. Bartlett said the gathering provides an opportunity to demonstrate the resilience of tourism workers, businesses and communities.

Approximately 80 per cent of hotels across the island have reopened, with the remaining properties expected to resume operations during the first quarter of 2027, according to Bartlett. He described the recovery as “a powerful signal” of confidence in Brand Jamaica.

The minister also pointed to Ocho Rios’ cuisine, entertainment, adventure attractions and hospitality as evidence of the resort area’s appeal to international visitors.

Organised by the Jamaica Hotel and Tourist Association in partnership with the Jamaica Tourist Board, JAPEX serves as a commercial meeting point for the tourism industry, allowing buyers and suppliers to negotiate contracts and establish partnerships.

“JAPEX is not a showcase of speeches alone. It is a marketplace of opportunity,” Bartlett said.

The event is also being used to advance Jamaica’s Tourism 3.0 agenda, with greater attention being given to Latin America and other emerging markets. The government is pursuing stronger air connectivity and increased destination marketing investment.

Bartlett urged international buyers to pursue new business opportunities while encouraging Jamaican exhibitors to highlight the country’s tourism strengths and media partners to promote its recovery story globally.

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