Syrian state television also reported the blast near the town's municipal stadium, blaming it on a suicide bomber.
A local health official told the station the town's hospital had received the bodies of nine dead and was treating 25 wounded.
Observatory head Rami Abdel Rahman said it was not clear whether those killed were civilians, regime troops or loyalist fighters.
He said security services had cordoned off the area around the stadium where the explosion took place.
In May last year, a series of suicide attacks in Jableh and Tartus claimed by the Islamic State group left more than 170 dead.
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