JAPEX return to Ocho Rios highlights tourism resilience

For the first time in more than a decade, Jamaica Product Exchange (JAPEX) has returned to Ocho Rios, a move stakeholders say carries significance beyond logistics. Following Hurricane Melissa’s impact on western Jamaica, the resort town is being showcased as a symbol of the industry’s resilience and recovery.

The four-day event, which is under way at Moon Palace Jamaica in St Ann until Thursday, has brought together tourism stakeholders from around the world under the auspices of the Jamaica Hotel & Tourist Association (JHTA) and the Jamaica Tourist Board (JTB).

Widely regarded as the industry’s premier trade show and its most important business-generating platform, JAPEX is this year using Ocho Rios as a showcase for Jamaica’s tourism product beyond its traditional hubs.

“This year’s staging in Ocho Rios also reflects the resilience, adaptability and strength that continue to define our tourism sector in the aftermath of Hurricane Melissa,” said Tourism Minister Edmund Bartlett. “JAPEX 2026 stands as another powerful reminder that together, we continue to build a stronger, more inclusive and globally competitive tourism sector.”

That message was echoed by Donovan White, director of the JTB, who said the island remained firmly open for business despite the challenges brought on by last year’s hurricane.

“JAPEX is where meaningful relationships are forged, deals are negotiated, and partnerships are strengthened,” White said.

White argued that hosting the event in Ocho Rios offered an opportunity to spotlight the north coast’s tourism assets.

“While Hurricane Melissa presented challenges to our southern and western regions last October, it also showcased the depth and diversity of Jamaica’s tourism product.

“Our move to the ‘Adventure Capital’, Ocho Rios, represents an opportunity to spotlight the beauty, attractions, and world-class accommodations that make Jamaica’s north coast a destination of choice for travellers worldwide.”

Today will feature pre-scheduled appointments involving wholesalers, tour operators and travel agents who will meet with nearly 200 of Jamaica's leading tourism suppliers to conduct business negotiations.

On show are some of the best products Jamaica has to offer, including hotels, attractions, restaurants and destination management companies. Messages delivered throughout the event's programme focused principally on the value of JAPEX, which is being held this year under the theme 'Jamaica Re-imagining'.

O'Brian Heron, president of the JHTA, who also addressed the opening on Monday, said the event “has become the Caribbean's premier business-to-business tourism marketplace, and one of the most influential drivers of commercial opportunity for brand Jamaica”.

"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," he said. "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."

For Nicola Madden-Greig, chair of the JAPEX Organising Committee and a past JHTA president, the event remains a critical platform for strengthening the industry’s future.

“As the tourism landscape evolves, so too must our approach to creating authentic, resilient, and sustainable travel experiences. JAPEX 2026 provides an invaluable opportunity to exchange ideas, share best practices, and strengthen partnerships that contribute to the continued success and competitiveness of Jamaica,” she said.

“We are proud to showcase the diversity, creativity, and hospitality that define our destination. From our exceptional accommodations and attractions to our vibrant culture, cuisine, and people, Jamaica remains a leading choice for travellers seeking memorable experiences. Through the meetings, networking events, and educational sessions planned throughout this year’s programme, we are confident that participants will discover new avenues for growth and collaboration.”

The decision to stage JAPEX in Ocho Rios has been welcomed by tourism interests in the resort town, who see the event as an opportunity to broaden exposure for the destination and its surrounding communities.

“We are excited to usher in a fresh and dynamic experience in Ocho Rios, a destination celebrated for its natural beauty, rich culture, warm hospitality, and world-class tourism offerings,” said Camille Needham, executive director of the JHTA.

“The relocation of JAPEX to Ocho Rios also creates exciting opportunities to further diversify destination exposure and highlight the depth and variety of Jamaica’s tourism experiences beyond a single region. Delegates will not only engage in productive business appointments and networking opportunities, but will also experience the unique energy and character that make Ocho Rios one of Jamaica’s most beloved resort towns. Hosted at Moon Palace Jamaica, JAPEX 2026 promises an engaging environment designed to facilitate collaboration, innovation, and meaningful connections among tourism stakeholders from around the world.”

Vana Taylor, JHTA area chair for Ocho Rios, said the event’s return carries significance beyond tourism marketing.

“For Ocho Rios, this moment is both significant and deeply meaningful. JAPEX’s return highlights not only the enduring appeal of this destination, but also the important role that destinations across Jamaica continue to play in supporting the resilience and growth of our tourist industry ... . Beyond the event itself, JAPEX brings tremendous value to the wider tourism ecosystem, generating visibility, economic activity, and partnership opportunities for local businesses, tourism operators, and communities throughout the region.”

editorial@gleanerjm.com