JAPEX closes on strong note as buyers, suppliers hold 1,394 meetings

ST ANN, Jamaica — Jamaica’s tourism industry closed out the 2026 staging of the Jamaica Product Exchange (JAPEX) on Wednesday with organisers pointing to a strong level of business engagement as evidence of continued interest in Destination Jamaica. A total of 423 delegates, including 86 buyer companies, 82 sellers, and 57 media representatives, took part in the trade event, with 1,394 meetings held, according to Jamaica Hotel and Tourist Association (JHTA) President O’Brian Heron. Speaking at the closing party on Wednesday night at the Sandals Dunn's River in Ocho Rios, Heron said the figures were particularly significant because they showed that international buyers and Jamaican tourism suppliers were continuing to make connections despite the challenges facing the sector.

"That number for me says a lot because it speaks to opportunities to convert interesting destination Jamaica into actual bookings. It shows that trust is there in our destination. It shows that people are interested to connect with us, to feel the soul, the energy, the vibrancy and the spirit of what truly makes Jamaica what it is," he said.

JAPEX 2026 was staged from September 14 to 17 at Moon Palace Jamaica in Ocho Rios, marking the trade show’s return to the resort area after more than a decade. The event brought together tourism suppliers, international buyers, travel advisers and other industry stakeholders for business meetings and destination experiences. The staging was also significant against the backdrop of Hurricane Melissa, which struck Jamaica last October and heavily affected parts of the island’s tourism infrastructure, particularly in the west and south.

Organisers had positioned the return of JAPEX to Ocho Rios as an opportunity to showcase the resilience and diversity of Jamaica’s tourism product. For Heron, however, the attraction for visitors goes beyond hotels, attractions and other physical tourism products. He pointed to Jamaica’s cultural identity as a major part of the destination’s appeal.

He said the country’s music, food, authenticity and the character of its people remained central to the experience Jamaica offers visitors. "I said a few days ago that God placed some extra sprinkle of magic dust from who the people are, our level of authenticity and pride, our value systems, to the dynamics of our music to the fantastic cuisine.