The tourism industry thrives on relationships, innovation and the ability to connect the right
people at the right time. Few events have advanced that mission more successfully than the
Jamaica Product Exchange (JAPEX), which has become the Caribbean's premier business-
to-business tourism marketplace and one of the most influential drivers of commercial
opportunity for Brand Jamaica.
For more than three decades, the Jamaica Hotel & Tourist Association (JHTA), in partnership
with the Jamaica Tourist Board, has proudly hosted JAPEX as the premier forum where
international travel buyers meet Jamaica's hotels, attractions, transportation providers,
destination management companies and allied tourism partners. Year after year, the event
has generated new business, strengthened long-standing partnerships, opened doors to
emerging markets and reinforced Jamaica's position as one of the world's most desirable
destinations.
As I begin my tenure as President of the JHTA, I do so with a clear vision—to build a more inclusive, responsive and influential Association that champions the interests of every segment of our tourism industry. JAPEX reflects that vision. It is far more than a trade show; it is where partnerships are forged, investments are encouraged, opportunities are created and the future of Jamaican tourism is shaped.
Each year, JAPEX attracts an impressive mix of international tour operators, wholesalers, travel advisors, airlines, meeting planners and media from our traditional markets, while continuing to expand its reach into new and emerging destinations. These relationships generate significant business for our hotels, attractions, transportation providers, villas, restaurants and allied businesses while reinforcing Brand Jamaica's reputation for excellence.
JAPEX 2026 will once again provide an unrivalled platform for industry stakeholders to showcase their products, strengthen commercial partnerships and position Jamaica for continued growth in an increasingly competitive global marketplace. Against the backdrop of evolving traveller expectations and changing market dynamics, our industry must continue to innovate, collaborate and seize new opportunities. JAPEX remains one of our most powerful vehicles for achieving exactly that.
Our official opening ceremony will once again celebrate the rich culture, creativity and hospitality that define Jamaica, reminding our international partners that while we offer world-class accommodations and experiences, it is our people, our heritage and our authenticity that truly distinguish us.
As we look ahead, our focus remains on sustainable growth, stronger advocacy, greater collaboration and ensuring Jamaica remains among the world's most competitive and admired tourism destinations. JAPEX is central to that mission, creating meaningful connections that translate into long-term economic benefits for our industry and our country.
We invite you to partner with us for JAPEX 2026 and become part of one of the Caribbean's most influential tourism trade events. Your sponsorship is more than an investment in an event—it is an investment in Jamaica's tourism future. Together, we can continue to strengthen Brand Jamaica, create new opportunities for our industry, and ensure that our destination remains at the forefront of global travel.
I look forward to welcoming you to JAPEX 2026.
Sincerely, O'Brian Heron
President Jamaica Hotel & Tourist Association
