Tourism 3.0 Push: Minister Edmund Bartlett says Jamaica’s Tourism 3.0 plan aims for 10 million visitors and US$10 billion in earnings, with 20,000 new hotel rooms, more airlift, cruise growth, casino gaming and a redesign of Montego Bay. Trade Momentum: JAPEX 2026 wrapped with 423 delegates (86 buyers) and 1,394 meetings, with organisers calling it proof buyers still trust Destination Jamaica. Air Connectivity: Bartlett also announced plans to strengthen links with the GCC, positioning Jamaica as a hub for GCC gateways, with discussions involving Qatar Airways, Saudia and Etihad. Workforce Blueprint: Jamaica offered Saudi Arabia a people-first model to build up to 1 million tourism careers, citing HEART/NSTA Trust and tourism innovation and resilience training. Roads for Tourism: SPARK’s main roads component is set to start in St James this month, beginning on the Montego Bay to Great River corridor, with further work planned in Hanover to ease tourism road challenges. New Resort Opening: UNICO 18°77° Montego Bay will open March 1, 2027 with 451 rooms, a major wellness spa and Jamaican-culture design. Safety & Culture: JCF and JN Foundation call for a shift in motorcycle riding culture, urging helmets and protective gear, especially among ages 18–29. Cruise/Travel Options: Southwest expands Caribbean nonstop service including Montego Bay, while Carnival Jubilee debuts more short cruises from Galveston that include Montego Bay. Local Tourism Experiences: Coyaba returns to Jamaican hands in Montego Bay after a decade as Zoetry, and the Bob Marley Museum plus Kingston music guides keep spotlighting Jamaica’s heritage tourism.