Jamaica going after 500,000 UK visitors annually by 2030
Published:Friday | October 3, 2025 | 3:05 PM
Tourism Minister Edmund Bartlett has indicated that Jamaica has set a target of getting 500,000 United Kingdom visitors annually by 2030, as part of a push to grow one of the country's important travel markets.
Bartlett said Jamaica plans to use a strategy of, among other things, expanded airlift from major UK cities to the island, strengthening relationships with UK tour operators and travel agents, and investing in digital campaigns tailored to British audiences.
“The United Kingdom holds a deeply rooted connection with Jamaica, through our shared history, culture, and vibrant diaspora. Our goal of reaching half a million UK visitors annually by 2030 is bold but also reflects the growing appetite among British travellers for the authentic Jamaican experience,” he said on Thursday at the Platinum Celebration Awards at the Jamaica Travel Market in London, which runs from October 1-3.
The travel trade event is organised by the Jamaica Tourist Board, which is aimed at facilitating business between Jamaican tourism suppliers and international buyers.
The Platinum Celebration Awards are where UK operators are recognised for their contributions to selling the destination.
Bartlett explained that the strategy also includes leveraging Jamaica's strong diaspora community in the UK to encourage multi-generational travel, while enhancing destination offerings to provide new immersive cultural and lifestyle experiences.
The tourism minister stressed that while the UK is currently Jamaica’s third-largest source market, there is significant potential for growth, particularly among experience-driven travellers, repeat visitors, and new audiences seeking culture-rich holidays.
The UK drive forms part of Bartlett’s broader vision to welcome eight million visitors to Jamaica and generate US$10 billion in earnings by 2030, positioning tourism as a driver of inclusive economic growth.
“With more UK visitors comes greater opportunity for jobs, for investment, and for showcasing Jamaica to the world. We are not just increasing numbers – we are expanding possibilities for Jamaicans across the island,” Bartlett said.
Donovan White, Jamaica’s Director of Tourism, echoed this optimism, noting that the UK market is rebounding strongly post-pandemic.
“Last year, UK arrivals grew by 11 per cent, with more than 230,000 visitors. We are encouraged by the upward trend, and with expanded airlift already planned for 2026 and beyond, the strategies we are rolling out put us on track to achieve this bold new target.”
British travellers have consistently ranked Jamaica as the top Caribbean destination, drawn by its music, food, natural beauty, and hospitality.
The return of confidence among airline partners has also bolstered growth, with increasing rotations set to improve accessibility in the years ahead.
With arrivals already surpassing pre-pandemic levels, Bartlett believes the time is right to push harder.
“Jamaica and the UK share more than just a history. We share friendships, family ties, and a cultural bond. That is why this partnership is special and why we are confident that half a million visitors annually is within our reach by 2030.”
Follow The Gleaner on X, formerly Twitter, and Instagram @JamaicaGleaner and on Facebook @GleanerJamaica. Send us a message on WhatsApp at 1-876-499-0169 or email us at onlinefeedback@gleanerjm.com or editors@gleanerjm.com.