Tourism Minister Edmund Bartlett has raised the bar for Jamaica's tourism industry, unveiling a new 10x10x10 growth strategy after coming within reach of his landmark 5x5x5 target.

Speaking at a reception honouring Jamaica travel specialists at The Kimberly Hotel in New York on Tuesday, Bartlett challenged industry stakeholders to help Jamaica attract 10 million visitors and generate US$10 billion in tourism earnings over the next decade, describing the goal as the next phase of the island's tourism evolution.

The announcement marks a significant escalation from the minister's widely publicised 5x5x5 strategy, which sought to attract five million visitors and generate US$5 billion in annual earnings and a subsequent goal of attracting eight million visitors and generating US$10 billion in earnings by 2030.