Jamaica’s Minister of Tourism, Edmund Bartlett, has unveiled an ambitious vision to attract 600,000 Canadian visitors annually and generate US$750 million in tourism revenue by 2030. This announcement comes as the Caribbean nation experiences a significant 22% increase in airlift capacity from Canada for the upcoming winter season, signaling growing confidence in Jamaica’s appeal as a premier travel destination. Bartlett shared these key performance indicators (KPIs) during his address at the Edith Baxter Memorial Award ceremony, which honors outstanding contributions to Jamaica’s tourism sector. He emphasized Canada’s role as a vital and rapidly expanding source market, attributing the surge in airlift capacity to the strong trust placed in Jamaica by airline partners. Donovan White, Director of Tourism, echoed this optimism, highlighting the importance of strengthened trade partnerships in achieving these targets. The Jamaica Tourist Board (JTB) noted that the island’s diverse offerings—ranging from all-inclusive resorts and boutique accommodations to cultural experiences and adventure tourism—continue to resonate deeply with Canadian travelers. Bartlett underscored that these goals are not merely aspirational but achievable, citing expanded airlift, ongoing infrastructure investments, and Jamaica’s unique appeal as key drivers of success. To support this vision, the JTB plans to intensify its marketing efforts in Canada, leveraging digital engagement, travel trade collaborations, and consumer-focused campaigns to showcase the island’s authentic experiences and value. While Jamaica has welcomed 485,000 visitors so far, slightly below the 500,000 target for 2025, the tourism sector remains optimistic. With enhanced connectivity and a strong winter season anticipated, Jamaica is poised to lay a solid foundation for sustained growth toward its 2030 objectives.