Tourism is one of the major foreign exchange earners for Jamaica. Major  efforts are being made to expand the size of the industry by building more hotels and improving the total tourism product being offered. Jamaica needs to improve its overall product so that it can attracts more wealthy tourist and have a greater number of repeat visitors.  JAP will place major emphasis on improving the product and sensitising the public on the importance of this industry and the part that they need to play in its development.  The many negatives which are affecting the industry will be addressed as a matter of priority. For example the treatment of animals and especially dogs and cats are a great turn off for many of our tourist most of whom comes from places where dogs are treated like a member of the family. To see so many dogs and cats killed on our street and left bloated and dismembered to rot, as well as the many sick and diseased homeless animals wandering about have caused many of our tourists to never return for another visit. Many tourists have also complained about the treatment of the horses which are used to offer rides on the beaches. In addition to that, the practice of digging a hole in the sand to dispose of their droppings is a major turn off for tourist this eventually get into the sea and their children get messed up while playing in the sand. 

The local craft industry will be greatly enhanced so that tourist can buy souvenirs that are made here in Jamaica. Tourists are generally more interested in purchasing indigenous souvenir articles than those which are made overseas in other countries. Steps will be taken to assist small guest houses and villas owners to improve their product and be a viable player in the industry as many visitors have no wish to stay at large hotels. Many visitors want to freely travel about the country, experience the culture  and meet the people. There are also strong potential in the promotion of eco-tourism which can only flourish in a safe atmosphere as the tourist will be in areas where there is little or no security. At present the development of this area is not feasible as with our high crime rate the tourists would soon likely to become victims of crime and this will give the country more bad publicity. With the measure to be taken by a JAP government to eliminate crime, the atmosphere under which eco-tourism can flourish will exist. Incentives will be given to our private hospitals to look overseas for patients as many of the procedures done here are much cheaper than in the USA and Canada. We will make it easier to import the necessary medicine and equipment needed to upgrade to a suitable standard. These hospitals can collaborate with hotels, villas and guest houses to house these patients as they recover and wait to complete their aftercare treatment. It is very important to maximise the earning from each tourist instead of just growing the numbers as the greater the numbers, the greater is the stress on our environment. We need to ensure that our visitors have a great vacation which will result in more repeat visitor and having our tourists recommend us to other as this is by far the best advertisement of our country.