JAPEX 2026 Opens in Ocho Rios Amid Tourism Recovery

Jamaica is putting its tourism recovery on display for the international travel industry as the 36th Jamaica Product Exchange (JAPEX) unfolds in Ocho Rios, bringing global buyers and local tourism suppliers together at a critical point in the country's rebound from Hurricane Melissa.

Running September 14–17, 2026, at Moon Palace Ocho Rios, JAPEX is Jamaica's premier business-to-business tourism marketplace. The event connects hotels, attractions, restaurants, destination management companies and other tourism businesses with international buyers who can influence where travelers are sent in upcoming seasons.

This year's staging carries additional significance: JAPEX is back in Ocho Rios for the first time in more than a decade. The north-coast destination is also helping Jamaica demonstrate that its tourism industry remains operational and capable of growth despite the disruption caused by Hurricane Melissa.

Jamaica Has Recovered 70% of Affected Room Stock

One of the most important updates emerging from the opening of JAPEX concerns Jamaica's hotel recovery.

Deputy Director of Tourism for the Americas Phillip Rose told delegates that Jamaica has recovered approximately 70 percent of the tourism room stock affected by Hurricane Melissa.

More than 11,000 rooms are expected to return to service between 2026 and 2027, with much of the remaining affected inventory expected back by early 2027.

The figures provide international travel partners with a clearer picture of Jamaica's recovery timeline and the amount of accommodation inventory that will become available as the destination rebuilds.

Tourism Minister Edmund Bartlett has emphasized a simple message to the international market ahead of JAPEX: Jamaica is open and ready for tourism opportunities.

Demand Remains Strong Despite Reduced Air Capacity

Jamaica's recovery is not without challenges.

Tourism officials revealed at JAPEX that available airline seats to Jamaica declined 22 percent between January and August 2026 compared with the same period a year earlier.

However, flights operated with an average 85 percent load factor, suggesting that demand for the destination remains relatively strong even with reduced capacity.

The numbers make restoring and expanding airlift particularly important as Jamaica prepares for the upcoming winter tourism season.

The cruise sector is also contributing to the recovery. Jamaica welcomed 736,372 cruise passengers from 234 ship calls between January and July 2026, according to figures presented during JAPEX.

Together, the air and cruise figures offer international buyers a more detailed picture of a destination that is still recovering but remains firmly active in the global tourism marketplace.

Why Ocho Rios Matters This Year

Moving JAPEX to Ocho Rios gives Jamaica an opportunity to turn attention toward the breadth of its tourism product.

Hurricane Melissa caused significant disruption in southern and western sections of Jamaica following its impact in October 2025. Against that backdrop, tourism officials have positioned Ocho Rios and the north coast as evidence of the industry's ability to adapt.

The Jamaica Tourist Board has described Ocho Rios as the country's “Adventure Capital,” highlighting its accommodations, attractions and experiences as Jamaica works to remind travel professionals that visitors have options across the island.

That message is particularly important at JAPEX.

Unlike a consumer travel show, JAPEX is fundamentally about business. Buyers meet directly with Jamaican hotels, attractions, tour operators, transportation companies and other tourism suppliers to negotiate partnerships and future business.

Deals and relationships formed here can ultimately influence which Jamaican properties appear in vacation packages, which experiences travel advisors recommend and how strongly Jamaica is marketed internationally.

Jamaica Is Selling More Than Recovery

JAPEX 2026 is therefore not simply an opportunity for Jamaica to tell international buyers that the country has recovered.

The larger challenge is demonstrating what comes next.

This year's programme reflects that shift. Discussions include Jamaica's destination update, luxury travel, artificial intelligence and the changing travel-booking journey, alongside meetings between buyers and suppliers.

For tourism businesses, particularly smaller Jamaican operators, those meetings can provide access to international distribution networks that would otherwise be difficult to reach.

The return of JAPEX to Ocho Rios also puts additional attention on the north coast's attractions, accommodations and tourism infrastructure while recovery continues elsewhere.

A Critical Winter Season Ahead

The timing of JAPEX makes the event particularly important.

Jamaica is approaching the winter travel period while simultaneously working to restore hotel inventory, rebuild air capacity and reassure travelers and international partners following one of the most disruptive periods the country's tourism sector has faced.

The early numbers show both sides of that recovery: thousands of hotel rooms are returning, cruise visitors continue to arrive and airline load factors indicate demand remains strong, but accommodation and airlift have not yet completely returned to previous levels.

That makes JAPEX 2026 more than another tourism trade show.

For four days in Ocho Rios, Jamaica is making its case directly to the people who help decide where travelers go next.

And this year, the message is as much about resilience and rebuilding as beaches, resorts and attractions.

JAPEX 2026 continues through September 17 at Moon Palace Ocho Rios.