Jamaica is preparing to welcome international buyers, tourism partners and industry stakeholders to Ocho Rios for JAPEX 2026, as the destination looks to build on its tourism recovery and expand into new markets.

Presented by the Jamaica Hotel and Tourist Association, in partnership with the Jamaica Tourist Board, the 36th Jamaica Product Exchange will take place Sept. 14-17, bringing together suppliers and international travel trade partners for business meetings and networking.

This year’s JAPEX also marks the event’s return to Ocho Rios for the first time in more than a decade.

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

Recovery Remains In Focus

JAPEX 2026 comes as Jamaica continues to recover from the impact of Hurricane Melissa on the island’s western region.

“Today, approximately 80% of our hotels island-wide have reopened, with the remaining properties expected to resume operations in the first quarter of 2027,” Minister Bartlett said, describing the recovery as “a powerful signal” of confidence in Brand Jamaica.

The return of JAPEX to Ocho Rios is also being positioned as an opportunity to showcase the resilience of the destination, its tourism workers, businesses and communities.

Bartlett highlighted Ocho Rios’ attractions, cuisine, entertainment and adventure offerings as part of the region’s appeal to international visitors.

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

New Markets, More Connectivity

JAPEX 2026 also comes as Jamaica advances its Tourism 3.0 agenda and looks to broaden its international reach.

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

“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,” the Minister said.

He encouraged international buyers and tourism partners attending JAPEX 2026 to deepen business relationships and explore new opportunities within Jamaica’s tourism sector.

Bartlett also called on Jamaican suppliers and exhibitors to use the event to highlight the strength and diversity of the country’s tourism product as Jamaica looks toward its next phase of growth.

Source: Travelweek
Lead image caption: Minister of Tourism Edmund Bartlett addresses attendees at the JAPEX 2025 welcome ceremony held last year at Harmony Beach Park.

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