Tourism will be Jamaica's biggest driver of economic growth

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Cruise tourism push

…stakeholders target stronger shore impact and local benefits

AJamaica continues to ramp up efforts to attract more land-based visitors, tourism officials are simultaneously sharpening focus on the cruise sector while also ensuring that the economic benefits extend far beyond the ports.

At the recently concluded Jamaica Product Exchange (JAPEX) 2025, Minister of Tourism Edmund Bartlett provided an update on the sector’s performance, noting that cruise tourism has shown a promising rebound from the COVID-19 pandemic fallout. For 2025, he said the industry projected to welcome 1.34 million cruise passengers, representing a 7 per cent increase above last year’s figures.

“Cruise tourism in Jamaica has lived up to expectations and even exceeded them post-COVID, especially considering how the sector continues to lag in other destinations,” said Bartlett. “The industry still faces challenges — particularly around emissions regulations and environmental concerns — but we are navigating these carefully.”

Highlighting recent challenges with the western Caribbean route, which has seen a plan for the Cayman Islands to develop berthing infrastructure receiving resounding rejection, Bartlett said this setback, which has not only complicated plans to accommodate larger ships in the region, is also likely to have a knock-on effect on local cruise call numbers.

Despite these headwinds, Jamaica’s itineraries with major cruise lines — including Royal Caribbean, Carnival, MSC, and Norwegian — the minister said remains robust and show strong potential for further growth.

Jamaica’s four main cruise ports — Montego Bay, Ocho Rios, Falmouth, and Port Antonio — have all seen ongoing upgrades, aimed at delivering world-class experiences that connect cruise visitors with the island’s culture, history, and natural beauty.

The Falmouth Cruise Port, in particular, developed through a public-private partnership, has positioned Jamaica to receive some of the world’s largest ships and is considered one of the most modern cruise terminals in the Caribbean.

In an effort to further strengthen the economic impact of cruise tourism on local communities, Bartlett said he has tasked newly appointed minister of state, Tova Hamilton, to oversee the next phase of cruise tourism development

The plan is to expand Jamaica’s port network to enable a true Jamaican itinerary and minister Hamilton will have her hands full in dealing with our partners at the Port Authority of Jamaica as we work to ensure that Jamaica remains top-of-mind in terms of calls,” Bartlett said.

“Our aim as we move forward with cruise tourism is to build out the quality of the shore experience when these visitors come. It’s always about making sure of the three S’s — safe, secure and seamless as we also more importantly ensure that our local players are able to benefit from cruise arrivals,” he added.

Despite its growth, cruise tourism continues to face criticism for its relatively low per passenger spend compared to overnight tourism. Often, cruise visitors spend just a few hours in port — typically within commercial zones — limiting the economic impact on broader communities.

To address this, the Tourism Enhancement Fund (TEF) and its affiliate, the Jamaica Centre of Tourism Innovation (JCTI), are rolling out initiatives to strengthen backward linkages and increase local economic participation. A key project in this effort is the Falmouth Artisan Village, located just outside the Falmouth Cruise Port.

According to Carol Rose Brown, director of the JCTI, the village, which more than houses some 20 shops that offers unique products crafted by local artisans, also aims to provide immersive cultural, culinary, and entertainment experiences.

“We believe the investment in the Artisan Village is about to pay off, especially with the upcoming winter tourist season. We’ve been working closely with cruise lines and destination management companies (DMCs) to ensure that visitors engage with the village. We’re also now working to develop a local programme to bring more vibrancy to the venue,” she told the Jamaica Observer during a tour of the facility held as part of the JAPEX 2025 activities last week.

Brown said that with cruise ships currently calling at Falmouth twice per week, this presents strong potential for consistent foot traffic.

“Jamaica welcomes about four million tourists annually, and if even 10 per cent of cruise visitors spend US$75 each, that would make a significant economic impact,” she closed while also noting that efforts are now underway to significantly strengthen its marketing of the village.

https://www.jamaicaobserver.com/2025...-tourism-push/

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Jamaica eyes strong summer despite US economic concerns

A noticeable decline in Canadian travellers to the United States is reshaping the region’s tourism flows and Jamaica is poised to be among the key beneficiaries.

With political tensions and shifting travel preferences causing Canadians to bypass the US in favour of the Caribbean and Europe, Jamaica is capitalising on the opportunity with expanded airlift and intensified destination marketing.

According to Statistics Canada, Canadian residents returning from the US by air dropped by 13.5 per cent in March 2025 compared to the previous year, while cross-border travel by road fell by over 30 per cent. As a result, destinations like Jamaica are seeing heightened interest, especially from travellers seeking warm-weather alternatives with robust all-inclusive options.

At the 43rd Caribbean Travel Marketplace hosted at the American University of Antigua, Angella Bennett, Jamaica’s regional director for Canada, and Philip Rose, deputy director of tourism for the Americas, shared updates with The Gleaner on market shifts, airlift growth, and diversification strategies that are already bearing fruit.

Bennett says Jamaica is in a prime position, with Air Canada designating the island its “castle destination,” a label reserved for its most prioritised markets. The country is seeing 17,000 more seats this summer, and an additional 35,000 for winter 2025–26, including new flights out of Ottawa, Halifax, and Quebec City.

“Quebec City service begins December 6. It’s a direct result of years of strategic engagement,” Bennett said, noting that the airline’s redirected aircraft from U.S. routes are now serving Jamaica and the Caribbean.

She added that the Canadian market is seeing consolidation, particularly, with WestJet’s acquisition of Sunwing, but Jamaica continues to enjoy visibility across both brands. “We’re also seeing new luxury-focused partners like OTS entering the space and showcasing our high-end properties,” she said.

https://jamaica-gleaner.com/article/...nomic-concerns

Canadian visitors to top 600,000 with US$750m revenue, says Bartlett

TORONTO, Canada — Minister of Tourism, Edmund Bartlett, says Jamaica is aiming to welcome 600,000 Canadian visitors annually and generate US$750 million in tourism earnings by 2030.

The goal comes as the destination experiences a 22 per cent increase in Canadian airlift capacity for the upcoming winter season.

The new key performance indicators (KPIs) were announced during the minister’s address at the Edith Baxter Memorial Award, which recognises individuals who have made a substantial contribution towards the positive advancement of Jamaica’s tourism industry.

“Canada represents one of our most important and fastest-growing source markets,” said Bartlett. “The substantial increase in airlift capacity this winter demonstrates the strong confidence our airline partners have in Jamaica’s appeal to Canadian travellers. We are committed to building on this momentum to achieve our 2030 vision of 600,000 Canadian visitors and three-quarters of a billion dollars in tourism revenue.”

https://www.jamaicaobserver.com/2025...says-bartlett/

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Fort Charlotte development even more critical now, says Bartlett

UCEA, Hanover — Tourism Minister Edmund Bartlett has reaffirmed that the long-awaited transformation of Lucea’s Fort Charlotte into a heritage entertainment site remains a top priority. He cited rapid expansion of tourism-related developments in the parish as one reason for renewed urgency in getting the project done.

Fort Charlotte is a historic heritage site.

“With the expansion of Palladium [hotel], there is going to be a greater demand. And secondly, the further expansion of Princess [Hotels and Resorts], with a casino down there and a thousand more rooms added. Then we have Rhodes Hall development to come, with another thousand rooms from Wyndham Viva. The whole of that area is going to be asking for high-end entertainment and good quality experiences, and Fort Charlotte stands as that hope for the area,” explained Bartlett in a recent interview with the Jamaica Observer.

The largest hotel to be constructed in Jamaica in recent times, Princess Hotels and Resorts opened two hotels in December and is scheduled to open Jamaica’s first casino within approximately four months’ time.

Plans for Fort Charlotte, which have been on the table for more than two decades, include a vision to develop it into a tourist attraction with facilities including an amphitheatre, museum, restaurants, and gift shops. More recent plans include rehabilitation of the historic site and integration into a broader transformation of Lucea as a resort town, with a focus on tourism, infrastructure, and preservation efforts.

Bartlett told the Observer that a shift in infrastructure plans for the area necessitated a comprehensive redesign.

“I tell you, we have to rethink the whole area, given what the new infrastructure arrangements are planned for Lucea and the areas around. We now have to think holistically. And when we plan, it has to be for a longer view. The short term, you know, quick-fix arrangements, we have to abandon and really look at how the entire area is going to look,” the minister stressed.

“We have an architect, Gordon Gill, who is looking at a number of places for us. He’s one of the best in the world, and a Jamaican. He has done the architecture for the new high-end hotel that we’re talking about in Paradise in Westmoreland. And he is also looking at re-architecturing the Montego Bay waterfront and the whole area. So we think that we need to look now at a different, you know, vista, and to see Jamaica far more holistically than the piecemeal arrangement that has obtained over time. And this is what I think the fourth term offers: An opportunity for us to take some hard look and to make big decisions that are going to ensure the long-term benefit of the country,” added Bartlett.

He noted that the reimagined Fort Charlotte project will require a significant capital outlay.

“Fort Charlotte is definitely on the cards. I know people are a little impatient because we’ve talked about Fort Charlotte a lot, but it requires a certain level of US-dollar investment, which we are beginning to see,” said Bartlett.

He outlined more of the big-picture thinking behind the project.

“As we change the way in which commuting happens and Lucea becomes more of a Georgian Town that we can now promote as a tourist town — and that’s what the whole objective is, to pedestrianise it in time. And then Fort Charlotte would come into its own as a major entertainment centre that can now connect the cruise arrangement that you heard me talk about — the effort to try to build more ports around Jamaica — so that we could create a Jamaican itinerary. And that’s where Fort Charlotte would come in handy,” explained Bartlett.

https://www.jamaicaobserver.com/2025...says-bartlett/

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FOOD PRODUCTION, EVENTS TO LEAD GROWTH IN APRIL QUARTER

JAMAICA’S economy is expected to register continued growth when the curtain closes on the current April to June quarter, owing to stronger output across a number of key industries.

The projection by the Planning Institute of Jamaica (PIOJ) is for growth to take place within the range of 0.5 per cent–1.5 per cent, supported by increased outturns from mostly the agriculture, tourism and construction industries.

The agriculture sector,
after suffering significant setbacks from Hurricane Beryl and Tropical Storm Rafael in late 2024, is now showing signs of recovery. PIOJ Director General Dr Wayne Henry indicated that growth in this critical industry is likely to continue, supported by stronger domestic crop yields and a lessened drag on the export crop component, particularly as longer-term crops start to bear fruit.

In the tourism sector, a surge in stopover arrivals — fuelled by events such as Spring Break, the Easter holidays and Jamaica Carnival — is further expected to contribute significantly to overall growth. Additionally, increased construction activity, spurred by the roll-out of major infrastructure projects at the start of the new fiscal year, is also expected to play a key role. These include both residential and non-residential developments as well as the Government’s $45-billion Shared Prosperity Through Accelerated Improvement to Our Road Network (SPARK) programme which has been generating hundreds of new jobs across the island.

Pointing to preliminary data which show a 5.3 per cent increase in airport arrivals for April, the director general said this largely stemmed from the country’s hosting of a number of major entertainment activities which attracted large international patronage. For Carnival, this event alone brought a record surge in foreign arrivals and high economic impact which was said to be at least 10 per cent more than that seen for the previous year. In 2024, the usually well-attended event was estimated to have generated near $100 billion in total economic output.

For the just-concluded staging it was reported that the spillover from capacity in the Corporate Area spread to other parts of the country, such as Ocho Rios, as visitors scrambled to secure accommodations following mass bookings which began from as early as the ISSA/Grace Kennedy Boys’ and Girls’ Athletics Championships in late March and the Glam Slam Track sporting event which took place in early April. (When me seh Tourist no just travel fi sun, sand and sea).

https://www.jamaicaobserver.com/2025...april-quarter/

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Jamaica eyes strong summer despite US economic concerns

A noticeable decline in Canadian travellers to the United States is reshaping the region’s tourism flows and Jamaica is poised to be among the key beneficiaries.

With political tensions and shifting travel preferences causing Canadians to bypass the US in favour of the Caribbean and Europe, Jamaica is capitalising on the opportunity with expanded airlift and intensified destination marketing.

According to Statistics Canada, Canadian residents returning from the US by air dropped by 13.5 per cent in March 2025 compared to the previous year, while cross-border travel by road fell by over 30 per cent. As a result, destinations like Jamaica are seeing heightened interest, especially from travellers seeking warm-weather alternatives with robust all-inclusive options.

At the 43rd Caribbean Travel Marketplace hosted at the American University of Antigua, Angella Bennett, Jamaica’s regional director for Canada, and Philip Rose, deputy director of tourism for the Americas, shared updates with The Gleaner on market shifts, airlift growth, and diversification strategies that are already bearing fruit.

Bennett says Jamaica is in a prime position, with Air Canada designating the island its “castle destination,” a label reserved for its most prioritised markets. The country is seeing 17,000 more seats this summer, and an additional 35,000 for winter 2025–26, including new flights out of Ottawa, Halifax, and Quebec City.

“Quebec City service begins December 6. It’s a direct result of years of strategic engagement,” Bennett said, noting that the airline’s redirected aircraft from U.S. routes are now serving Jamaica and the Caribbean.

She added that the Canadian market is seeing consolidation, particularly, with WestJet’s acquisition of Sunwing, but Jamaica continues to enjoy visibility across both brands. “We’re also seeing new luxury-focused partners like OTS entering the space and showcasing our high-end properties,” she said.

https://jamaica-gleaner.com/article/...nomic-concerns

[Jangle]

Jamaica on strong growth path with over 4.5 million visitors forecast for 2025

Jamaica is on track to welcome more than 4.5 million visitors in 2025, with tourism earnings projected to reach US$4.62 billion, continuing the island’s impressive post-pandemic growth trajectory.

Delivering the latest forecast during a presentation at Caribbean Travel Marketplace in Antigua and Barbuda on Tuesday, Philip Rose, deputy director of tourism for the Americas, outlined the island’s robust performance and its strategic focus on community impact.

“In 2024, Jamaica welcomed 2.9 million stopover visitors and 1.2 million cruise passengers,” said Rose. “That number is expected to climb in 2025 to just over three million stopovers and 1.4 million cruise passengers, culminating in total arrivals of 4.5 million.”

By 2026, the country is targeting 3.4 million stopovers, 1.6 million cruise passengers, and earnings of US$5 billion, aligning with Tourism Minister Edmund Bartlett’s growth strategy.

“While we celebrate heads in beds and bums in seats, at the core of our efforts is who we do it for, the jerk chicken vendor, the market lady, the bellman. Tourism must benefit our people,” said Rose.

https://jamaica-gleaner.com/article/...-forecast-2025

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‘Jamaica rocking and rolling’

Optimistic Levy sees growth in local business for Broilers Group

April 2, 2025

Jamaica Broilers Group Limited (JBG) is optimistic about its growth prospects due to increasing demand in Jamaica and the wider Caribbean as the company’s chicken and egg production hits record numbers.

This was the message of JBG Group president and Chief Executive Officer Christopher Levy at a private briefing held last Thursday on the company’s third-quarter (November to January) report. Jamaica is the primary market for JBG which operates several brands such as The Best Dressed Chicken, Reggae Jammin, and Hamilton’s Smokehouse. These brands have continued to expand over the last decade with the company recently introducing new SKUs (stock keeping units) or products such as branded Vienna sausages, nuggets and boneless wings.

“Jamaica is in a very good spot. The area that Jamaica is most competitive in is in tourism. When you look at the growth of tourism, that has a direct impact on us. So, you take a hotel, and a hotel puts up 350 rooms, about two-people occupancy and is running 70 per cent occupancy, there are about 600 to 700 people in a hotel. They run about four people [staff] to a guest. They will have a back office of let’s say 1,000 to 2,000 people,” Levy reasoned.

“That drives our business in the most unbelievable way. The opportunity that is there for us in our local business is incredible. We need to invest and keep growing in Jamaica. While I think that the opportunity for us is in the USA, Jamaica is rocking and rolling.”

https://www.jamaicaobserver.com/2025...cking-rolling/

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Seiveright defends Emirates flight announcement

March 27, 2025

KINGSTON, Jamaica – Minister of State in Ministry of Tourism Delano Seiveright says there was no misinforming of the public regarding a new Emirates flight service to Jamaica following accusations by People’s National Party (PNP) Senator Janice Allen that the ministry had made “inaccurate and misleading” statements.

“At no time did we state that Emirates would fly nonstop to Jamaica. The record speaks for itself. This is a legitimate scheduled airlift application by Emirates, part of our broader strategy to expand global connectivity,” the minister contended.

The exchange follows the announcement of a flight service from Dubai to Montego Bay via Frankfurt by Minister of Tourism Edmund Bartlett on Wednesday.

In response, Allen had claimed Emirates was not launching flights to Jamaica, and what was announced was that Condor, a German airline, was expanding its service to the island.

Seiveright however pointed to details of an application from Emirates Airline for the scheduled air service, published by the Jamaica Civil Aviation Authority (JCAA) on Wednesday to prove that the service was applied for by Emirates with the Frankfurt–Montego Bay leg operated by Condor Flugdienst GmbH under a codeshare agreement—a fact he says was made crystal clear in all government-issued statements.

https://www.jamaicaobserver.com/2025...-announcement/

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Tourism minister misleading on Emirates flights – PNP

March 27, 2025


KINGSTON, Jamaica— People’s National Party (PNP) spokesperson on tourism Senator Janice Allen has accused Minister of Tourism Edmund Bartlett of misleading the country regarding UAE airline Emirates’ operations in Jamaica.

According to Allen, Bartlett has falsely claimed that the airline would soon begin direct flights to the Jamaica.

While describing Bartlett’s statement as inaccurate and misleading Allen said, “Let the record show Emirates is not launching flights to Jamaica. What was in fact announced is that Condor, a German airline, is expanding its service to Jamaica. While Condor does have a strategic partnership with Emirates — enabling code-sharing on selected routes — this does not equate to Emirates flying directly to Jamaica.”

On Wednesday, Bartlett had welcomed a flight service to begin in April from Dubai to Germany via Emirates and on to Montego Bay via Condor. The minister, however, did not mention direct flights from the UAE.

https://www.jamaicaobserver.com/2025...s-flights-pnp/

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Emirates service from UAE to Montego Bay to begin April

March 26, 2025

ST JAMES, Jamaica— Tourism Minister Edmund Bartlett has hailed the upcoming launch of Emirates Airline’s service between the United Arab Emirates (UAE) and Jamaica, via Germany, as a “transformative milestone” for the country’s tourism and economic sectors.


Emirates has applied for a licence to operate a weekly scheduled flight service from Dubai to Montego Bay, with a stop in Frankfurt, Germany.

The service is expected to commence on April 10, 2025, and run until December 26, 2026.

The Frankfurt to Montego Bay leg will be operated by Condor Flugdienst under a codeshare agreement.



Bartlett emphasised the significance of this development, describing it as a major breakthrough for Jamaica’s global tourism footprint.



“The commencement of this flight in April is a signatory achievement and it makes the point that Jamaica continues to expand its marketing footprints across the global space,” he told Observer Online.



“This indeed is a major mega achievement for Jamaica’s tourism,” he stressed.



The minister highlighted the broader economic impact, noting that Emirates’ presence in Jamaica could drive a range of business opportunities across the region.

https://www.jamaicaobserver.com/2025...y-begin-april/

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Yeah , I believe him ,tell him I am waiting for the bridge he sold me 6 years ago

Jamaica’s largest four-lane bridge almost done


March 19, 2025

Managing Director of the National Road Operating and Constructing Company (NROCC), Stephen Edwards, says Jamaica's largest four-lane bridge, which is currently under construction over the Montego River in St James, is 95 per cent complete.

Edwards, speaking during a Jamaica Information Service (JIS) 'Think Tank', described the 180-metre bridge as "a signature piece in the Montego Bay Perimeter Road Project and, more specifically, the Montego Bay Bypass". He further noted that the bridge has surpassed the local record previously held by the 150-metre-long bridge on the May Pen to Williamsfield segment of Highway 2000.


https://jamaica-star.com/article/new...ge-almost-done

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Government signals shift on hotel incentives

...but uncertainty remains

MANUFACTURERS may have to wait until the dust settles on the 2025/26 Budget Debate before gaining clarity on whether the Government will move beyond moral suasion and introduce policy-backed solutions to enforce local procurement, particularly among hotel chains benefiting from duty-free imports.

For years, industry players have raised concerns that the Hotel Incentives Act disproportionately favours foreign suppliers, allowing hotels to import furniture, bedding, and other goods duty-free while local manufacturers struggle with high costs and regulatory constraints. The issue has taken on renewed urgency following the closure of McIntosh Bedding, which operated under the Sealy Posturepedic brand for over 60 years.

The Government, which has long encouraged voluntary compliance from hotels, is now publicly acknowledging that moral suasion may not be sufficient.

Tourism Minister Edmund Bartlett, during his presentation in the Standing Finance Committee on March 5 , admitted that stronger measures may be needed to increase local procurement.

“You would have heard the prime minister speak of the pivot. And one of the pivots for us in tourism is the supply side, and the focus is going to be heavily on helping to build capacity to respond to the demand of tourism,” he said in response to questions from Opposition spokesman on Finance, Planning and the Public Service Julian Robinson.

Bartlett’s comments represent a shift in the Government’s stance and follows on comments made by Prime Minister Andrew Holness, who hinted at a potential review of hotel incentives if voluntary measures fail to increase local procurement. Holness was speaking at the ground-breaking ceremony for the Grand Palladium expansion in Montego Bay, St James, on February 20.

Bartlett has outlined that the ministry is actively exploring options, including the introduction of long-term supply contracts between local manufacturers and hotels.

“We need to look at how to create an environment which would allow for a feeling of sustainability, both for the manufacturer as well as for the hotels. You know that ours is a 24-7 consumption call,” he explained, acknowledging that any procurement requirement must align with the hospitality industry’s need for reliable, high-volume supplies.

One of the main policy considerations under review is the facilitation of structured supply agreements, which could give local producers more certainty in demand and, in turn, make financial institutions more willing to provide capital for expansion.

“That’s one, close to what you’re saying, to look at the whole business of supply contracts and how we can work together with the partners to enable long-term supply contracts,” Bartlett said.

However, despite these deliberations, the government stopped short of committing to a mandatory procurement threshold for local suppliers.

“We are looking at a number of options. I can say no greater than that at this time,” the minister added

https://www.jamaicaobserver.com/2025...el-incentives/

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Tourism supply logistics hub back on the agenda

Jamaica is pushing forward with plans to establish a tourism supply logistics hub designed to deepen the sector’s impact on the economy by integrating manufacturing, procurement, and supply chain management into tourism operations.

Tourism Minister Edmund Bartlett has framed the initiative as a “critical step” in expanding the industry’s contribution beyond traditional services, such as hospitality and entertainment, to a more robust value-added model that benefits local industries.

The concept of a logistics supply hub was first introduced to the public in June 2022 when Minister Bartlett, closing the 2022/23 Sectoral Debate, announced plans to position Jamaica as a planning supply hub for both the local tourism sector and other tourism-dependent nations in the region. The idea originated from the Tourism Recovery Task Force chaired by Wilfred Baghaloo in 2020 and was designed to give Jamaican businesses the capacity to grow locally, regionally, and internationally. With ongoing global supply chain disruptions, the Government envisions that the hub will help eliminate uncertainties and ensure stable access to goods and services essential to the sector.

It’s back on the agenda for fiscal year 2025/26.

https://www.jamaicaobserver.com/2025...b-back-agenda/

[Assasin]

Just heard 3000 houses for tourism workers coming on stream for tourism workers. Most will be giving houses for free as long as they work.
Bartlett also say with the rooms coming online the major companies in Jamaica had to ramp up production.

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Courts to tap into tourism market with opening of Drax Hall store

Furniture and Appliance outfit Courts Jamaica Limited, a subsidiary of the El Salvador-based Unicomer Group, is positioning to go after sales from the booming tourism industry as it moves along plans to open its 30th store in Drax Hall, St Ann, sometime this year.

Speaking with the Jamaica Observer at the official launch of its 65th anniversary celebrations on Wednesday, vice-president for Unicomer Caribbean Errol Le Blanc said the almost 20,0000 square foot store aims to attract a number of key players in the sector.

“Drax Hall is an area that is developing and we have a lot of customers both across the tourism sector and individual households, a lot of which are in the middle upper-income bracket, and as such the store will have furniture and appliances that are more suitable for these types of customers. We, therefore, think that in putting a store there and making a different type of product offer to these customers will be quite successful,” he said.

According to industry figures revealed by Tourism Minister Edmund Bartlett this week, of the almost 10 per cent increase or US$4.4 billion in gross earnings seen during the 2023/24 fiscal year, approximately 40 per cent was retained by the local economy. Upbeat about the prospects for growth, from which Courts and other players in the sector are looking to benefit, Bartlett also pointed to some 20,000 new rooms that are to be added over the next 10-15 years.

https://www.jamaicaobserver.com/2024...ax-hall-store/