Jamaica has officially launched the 36th edition of the Jamaica Product Exchange (JAPEX) 2026 with Tourism Minister, Edmund Bartlett, optimistic that it will be a tremendous success.
The event will be held from September 14 to 18 in Ocho Rios, St. Ann on the north coast of the island under the theme ‘Jamaica Reimagined’ with the organisers saying this year’s staging of the premier travel trade show will showcase the destination’s resilience, innovation, and enduring appeal in the global marketplace.
In a virtual address to the ceremony Bartlett noted that Ocho Rios was strategically selected as the host location in light of the impact of Hurricane Melissa on the island’s western region.
‘This relocation was not simply a logistical decision. It was born of necessity… but it has become an opportunity,’ he said, noting that by the time JAPEX gets underway, nearly 80 per cent of the island’s hotel room stock is expected to be back in operation, with the remaining properties projected to reopen before the end of the first quarter of 2027.
‘That is indeed a powerful signal of trust in Brand Jamaica and of the resilience of our tourism workers, our enterprises, and our communities,’ Bartlett said, noting that since its inception, JAPEX, which is jointly organised by the JTB and the Jamaica Hotel and Tourist Association (JHTA), has served as a vital platform for connecting Jamaica’s tourism industry with key international markets and stakeholders.
Bartlett underscored the significant economic value of JAPEX, noting that the most recent staging of the trade show facilitated approximately J$100 million (One Jamaica dollar=US$0.004 cents) in commercial agreements and business negotiations for the tourism industry.
‘It continues to bring together hundreds of Jamaica’s leading tourism suppliers, with international buyers, tour operators, and travel agents for pre-scheduled, results-driven business negotiations. It is a marketplace opportunity where partnerships are formed, contracts are negotiated, and Jamaica’s tourism product is positioned before the global marketplace,’ Bartlett said.
JAPEX Chair, Nicola Madden-Greig, outlined an enhanced and interactive agenda for the event, aimed at fostering meaningful partnerships and increasing stakeholder community engagement.
The event begins with the JAPEX Travel Forum, featuring sessions focused on business tourism, artificial intelligence, tourism’s broader impact, and innovative approaches to growing and sustaining the luxury travel market.
The organisers said that on the first business day suppliers will meet with international buyers with the spotlight shifting the day after to travel advisors from destinations around the world.
Additionally, delegates will participate in site visits across Kingston, Ocho Rios, Montego Bay, Negril, and the South Coast, culminating with a carnival-themed event at Sandals Dunn’s River.
Madden-Greig said that registrations have already been received from representatives of 22 countries, along with major local hotel brands.