Jamaica Remains a Global Tourism Power – Min. Bartlett

Tourism Minister, Hon. Edmund Bartlett, says Jamaica’s impressive showing at the 2018 World Travel Awards (WTA) in Lisbon, Portugal, on December 2 is further testament to the country’s emergence as a major global tourism power.

Jamaica was named the ‘World’s Leading Beach Destination’, and ‘World’s Leading Cruise Destination’.

In addition, several local companies copped awards at the prestigious event, held annually to honour the performances of the global industry’s crème de la crème.

The other awards, which were landed by Jamaican companies, are World’s Leading Luxury Hotel Villa – Fleming Villa at Golden Eye, St. Mary; World’s Leading Villa Resort – Round Hill Hotel and Villas in Hanover; World’s Leading All-inclusive Company – Sandals Resorts International; World’s Leading Family Resort Brand – Beaches Resorts; World’s Leading Caribbean Attraction Company – Island Routes Caribbean Adventures; and World’s Leading Adventure Tour Operator 2018 – Chukka Caribbean Adventures.

“To be named the World’s Leading Beach Destination and also the World’s Leading Cruise Destination is no ordinary feat and, as a nation, we are indeed very proud. Brand Jamaica is now a major force on the world stage,” Mr. Bartlett told JIS News.

He further argued that “Jamaica competed with the best of the best across the globe and has emerged a global winner, acknowledged for the hard work and innovation being done in the sector”.

The Minister contended that the country’s overall performance is a “magical way” to close out 2018, while adding that “the best is yet to come”.

Meanwhile, Mr. Bartlett said Jamaica is making significant inroads in Eastern Europe, particularly Croatia, which he noted has emerged as a significant tourism market.

Additionally, he also highlighted Jamaica’s prospects in Asia, pointing out that “the Chinese and Indians have become heavy travellers, and the Caribbean has become a huge part of their travel plans”.

“With our unique blend of tourism offerings, Jamaica has a golden opportunity to tap into these very attractive markets. We have been targeting these markets for some time now, and we are now starting to see the fruits of our labour,” the Minister stated.

Mr. Bartlett said the Ministry’s marketing team, which has been very active on the road, does not intend to become complacent as a result of the tremendous success that is being recorded “right across the board”.

He reiterated that “this is but a tip of the iceberg”, bearing in mind that the travel and tourism sectors generated US$7.6 trillion in global earnings in 2017.

“This represents an overall 10.2 per cent of global gross domestic product (GDP), when the direct, indirect and induced impacts are taken into account,” the Minister added.

Mr. Bartlett said it is projected that by 2027, travel and tourism will generate more than 11 per cent of the world’s GDP and employ a total of 380 million people.

“It is estimated that one quarter of all jobs created in the next decade will be supported by travel and tourism,” he added.