Jamaica is using the 36th edition of the Jamaica Product Exchange (JAPEX) to strengthen international tourism partnerships and generate new business for its travel and hospitality sector. The annual B2B tourism marketplace is taking place at Moon Palace Jamaica in Ocho Rios from September 14 to 17.
Organised by the Jamaica Hotel and Tourist Association (JHTA) in partnership with the Jamaica Tourist Board (JTB), JAPEX brings together Jamaican hotels, attractions, transportation providers and other tourism businesses with international tour operators, travel advisors, airlines and industry partners.
The return of JAPEX to Ocho Rios for the first time in more than a decade is giving international buyers an opportunity to experience the resort region directly while exploring Jamaica’s wider tourism offering. Ocho Rios combines large resorts, cruise facilities, restaurants, shopping, adventure attractions and cultural experiences, making it an important part of Jamaica’s tourism product.
Jamaica’s Tourism Minister Edmund Bartlett highlighted the commercial role of the event, describing JAPEX as a marketplace designed to create new tourism opportunities and strengthen international business connections. The event allows suppliers and buyers to negotiate partnerships that can influence hotel distribution, holiday packages, airline capacity and destination marketing in key source markets.
O’Brian Heron, President of the JHTA, said JAPEX has evolved into an important business-to-business platform connecting those who sell Jamaica’s tourism products with international partners promoting the destination globally. He also emphasised that the value of tourism should extend beyond visitor numbers through higher visitor spending, stronger local business linkages, increased investment and wider economic opportunities.
The 2026 edition comes as Jamaica continues rebuilding its tourism sector following Hurricane Melissa, which affected parts of the island’s western region. According to Minister Bartlett, approximately 80% of hotels across Jamaica have reopened, with the remaining properties expected to return to operations during the first quarter of 2027.
The government is also looking to broaden Jamaica’s international visitor base, strengthen air connectivity and increase destination-marketing activity. JAPEX provides a platform for the Jamaican tourism industry to engage directly with international markets while showcasing the country’s accommodation, attractions, transportation, entertainment and experiential products.
With international appointments continuing throughout the event, JAPEX is expected to support new commercial relationships and help Jamaican tourism businesses position their products for upcoming travel seasons.
