KINGSTON, Jamaica — Jamaica is positioning its tourism industry for a new period of growth and resilience as the 36th staging of the Jamaica Product Exchange (JAPEX) returns to Ocho Rios from September 14 to 17.

Tourism Minister Edmund Bartlett said Jamaica is ready to welcome new tourism opportunities as the country continues its recovery following Hurricane Melissa.

“Jamaica is open and Jamaica is ready to welcome more tourism opportunities,” Bartlett said at the official launch of JAPEX 2026.

The return of JAPEX to Ocho Rios for the first time in more than a decade comes as the island continues rebuilding its tourism sector after the hurricane affected western Jamaica.

Bartlett said about 80 per cent of hotels across Jamaica have now reopened, with the remaining properties expected to resume operations in the first quarter of 2027.

He described the recovery as a “powerful signal” of confidence in Brand Jamaica and said the relocation of JAPEX provides an opportunity to highlight the resilience of Jamaica’s tourism workers, businesses and communities.

JAPEX is organised by the Jamaica Hotel and Tourist Association (JHTA) in partnership with the Jamaica Tourist Board (JTB). The annual event brings together Jamaican tourism suppliers, international buyers and industry partners to negotiate contracts and develop business opportunities.

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

The 2026 event comes as Jamaica advances its Tourism 3.0 agenda and seeks to expand beyond traditional tourism markets.

Bartlett said the country is increasing its focus on Latin America and other emerging international markets, while also working to strengthen airlift connectivity and increase investment in destination marketing.

“Even amid global uncertainty, shifting travel patterns, and the challenges nature has placed before us, Jamaica’s tourism sector continues to do what it has always done: adapt, innovate, and grow,” he said.

Bartlett urged international buyers and tourism partners attending JAPEX to strengthen existing relationships and identify new business opportunities.

He also encouraged Jamaican suppliers and exhibitors to highlight the uniqueness of the island’s tourism offerings, while calling on media partners to share Jamaica’s story of recovery and reinvention with international audiences.