The main objectives of the plan, which inform the strategies being applied in each area are:
- Growth based on a sustainable market position through development of Jamaica's natural, cultural, historic and built heritage, in line with market trends.
- Enhancing the visitor experience through improving resorts and increasing the types and quality of attractions.
- Community based development, enhancing the role of local communities in the tourism industry, to increase local support and enhance sustainability.
- Making Tourism a more inclusive industry, by ensuring that the benefits of tourism are distributed widely throughout the society.
- Environmental sustainability: The industry must contribute to the preservation of the natural environment.
