Holness Pushes Jamaica Tourism Product Beyond Sun and Sand
Jamaica · TOURISM
Key Facts
- —Event Holness spoke at the opening of the Alpha Mercy Historical Centre in Kingston on 18 August 2026.
- —Visitor count The Jamaica Tourist Board recorded 3.74 million visitors in 2025.
- —Earnings 2025 gross foreign exchange earnings were US$3.79 billion, down from US$4.33 billion in 2024.
- —Hurricane impact Hurricane Melissa, a Category 5 storm, hit Jamaica on 28 October 2025, forcing closure of 43% of hotel rooms.
- —Sector size Pre-pandemic, tourism contributed nearly US$4.6 billion or 29% of GDP, according to an IDB document.
The prime minister’s push for cultural attractions comes as official counts show 2025 visitor numbers at 3.74 million. With earnings dipping to US$3.79 billion.
Prime Minister Andrew Holness is pushing the Jamaica Tourism Product beyond sun and sand. Urging a focus on museums and cultural institutions to enrich the visitor experience.
Speaking at the opening of the Alpha Mercy Historical Centre in Kingston. He said the government aims to invest in heritage sites that tell the story of the Jamaican people.
A New Vision for Jamaica Tourism Product
Although Holness spoke at the Alpha Mercy Historical Centre on 18 August 2026. He said Jamaica’s tourism must go beyond sun, sea, and sand.
However, he added no specifics. The centre sits at the Convent of Mercy Academy ‘Alpha’ campus on South Camp Road in Kingston.
This site is known as the cradle of Jamaican music. The prime minister cut the ribbon at the ceremony, according to the Jamaica Observer.
However, he did not specify any new attractions or programs. The remarks were a re-emphasis of previously stated policy, according to Irie FM.
However, the prime minister’s remarks were a re-emphasis of previously stated policy, according to Irie FM. He did not introduce any new attractions or programs at the event.
Investing in Cultural Institutions
The government is moving to invest in museums and cultural institutions across Jamaica, Holness said. In short, this effort broadens tourism, preserves heritage, and offers visitors and Jamaicans more chances to experience history.
In addition, he stressed the importance of ‘seamlessness, safety, security, sightseeing, and symbolism’ as key elements of the product. These factors, he argued, are what capture tourists’ interest beyond the traditional beach attractions.
In addition, Holness said the government seeks to give more opportunities to experience Jamaican history. This includes preserving national heritage for both locals and visitors.
In addition, Holness said the government is moving to invest in museums and cultural institutions across Jamaica. This effort aims to preserve national heritage and broaden the tourism product beyond traditional beach offerings.
Visitor Numbers and Value
Holness noted arrivals are ‘approaching five million. ‘ Still, he stressed raising the value of the visitor experience, not just numbers.
By contrast, the Jamaica Tourist Board’s official count for 2025 recorded 3.74 million visitors to the destination. The full-year performance also showed a reduction in estimated gross foreign exchange earnings at US$3.79 billion versus US$4.33 billion in 2024.
Meanwhile, Holness said visitor arrivals are approaching five million, but he did not give a date. He also said Jamaica could easily reach 10 million visitors, though this is his own estimate.
Still, the Jamaica Tourist Board’s official count for 2025 recorded 3.74 million visitors, with earnings of US$3.79 billion. Holness’s own words about approaching five million arrivals are not official statistics.
Separate Ministry Count
Meanwhile, a separate Ministry of Tourism count puts 2025 at 3.7 million visitors, including 2.6 million stopovers and 1.1 million cruise passengers. This figure, reported by the Jamaica Observer in June 2026, differs from the Jamaica Tourist Board’s number.
Therefore, the two counts should be viewed as distinct, each from its own source. Stopover arrivals are visitors who stay overnight, while cruise passengers spend only part of a day ashore.
However, the Ministry of Tourism’s count of 3.7 million is separate from the JTB’s figure. Both are official but come from different sources, so they should not be merged.
Meanwhile, the Ministry of Tourism’s count of 3.7 million for 2025 is separate from the JTB’s figure. Both are official but come from different sources, so they should not be merged.
Early 2026 Performance
In the first quarter of 2026, Jamaica recorded more than one million visitor arrivals and earned US$956 million, according to The Gleaner. This milestone came just five months after the disruption caused by Hurricane Melissa.
In addition, partial data to May 2026 shows over one million stopover visitors and 664,000 cruise passengers, per the ministry. These are part-year figures and do not represent a full-year total.
In addition, the first quarter earnings of US$956 million were a major milestone. This achievement came despite the disruption from Hurricane Melissa, which hit in late 2025.
In addition, the first quarter of 2026 saw over one million arrivals and US$956 million in earnings, per The Gleaner. This milestone came just five months after Hurricane Melissa’s disruption.
Hurricane Melissa’s Impact
Hurricane Melissa made landfall in Jamaica on 28 October 2025, near Black River on the southern coast. It is described as the first recorded Category 5 hurricane to hit Jamaica directly.
As a result, the Bank of Jamaica said tourism earnings fell and jobs were lost. The storm forced 43% of hotel rooms to close.
No specific earnings or job-loss figures were provided. Meanwhile, the storm forced the immediate closure of 43% of hotel rooms.
The Bank of Jamaica noted falling earnings and job losses but gave no specific numbers. As a result, the Bank of Jamaica noted falling tourism earnings and job losses, but gave no specific numbers.
The storm forced the immediate closure of 43% of hotel rooms.
Tourism’s Economic Weight
Before the pandemic, tourism accounted for nearly US$4.6 billion, or 29% of GDP, per an Inter-American Development Bank document. The sector directly and indirectly employed 370,000 workers, or 30% of the labor force.
Moreover, the Planning Institute of Jamaica says tourism contributes over 30% of GDP and one-third of all jobs, directly and indirectly. These figures highlight the sector’s importance to the island’s economy.
However, these figures describe the pre-pandemic period, not the current situation. The sector’s importance remains clear, though recovery is ongoing.
The Alpha Heritage Site
The Alpha Mercy Historical Centre is at the former Alpha Cottage School and Alpha Boys’ School. It is now a vocational school run by nuns.
The site is widely described as the cradle of Jamaican music, with its programme credited with producing ska and reggae pioneers. For example, members of The Skatalites and the artist Yellowman are among those who came from Alpha’s music programme.
Holness’s visit underscores the government’s interest in leveraging such heritage sites for tourism. In addition, Alpha’s music programme is credited with producing ska and reggae pioneers.
The site’s history adds cultural depth to Jamaica’s tourism offerings.
Leadership and Context
Andrew Holness is Jamaica’s ninth Prime Minister and has led the Jamaica Labour Party since 2011. He served a first term from October 2011 to January 2012 and has held office again since March 2016.
In addition, Edmund Bartlett serves as Jamaica’s Minister of Tourism, as named in official and media reports. The push to diversify the Jamaica Tourism Product comes amid recovery efforts following Hurricane Melissa.
Meanwhile, Holness’s push to diversify tourism comes amid recovery from Hurricane Melissa. The government’s focus on cultural institutions is part of this broader effort.
Frequently Asked Questions
What is the Jamaica Tourism Product?
The Jamaica Tourism Product refers to the country’s overall tourism offering, including attractions, experiences, and services. Prime Minister Holness is advocating for expanding it beyond traditional sun, sea, and sand to include cultural and heritage sites.
How many visitors did Jamaica receive in 2025?
The Jamaica Tourist Board recorded 3.74 million visitors in 2025. A separate count from the Ministry of Tourism put the figure at 3.7 million.
What impact did Hurricane Melissa have on tourism?
Hurricane Melissa, a Category 5 storm, hit Jamaica in October 2025, forcing the immediate closure of 43% of hotel rooms. The Bank of Jamaica reported falling tourism earnings and job losses, though specific numbers were not provided.
Where is the Alpha Mercy Historical Centre located?
The centre is located at the Convent of Mercy Academy ‘Alpha’ campus on South Camp Road in Kingston. The site is historically significant as the cradle of Jamaican music, having produced ska and reggae pioneers.
Connected Coverage
Sources: Irie FM; Jamaica Observer; Jamaica Information Service; The Gleaner; Radio Jamaica News Online; Jamaica Tourist Board; Bank of Jamaica; Planning Institute of Jamaica.
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