Jamaica’s Emergence as a Tourism Resilience Global Leader Deemed Remarkable

Tourism Minister, Hon. Edmund Bartlett, has described Jamaica’s emergence as a global leader and model in tourism resilience as remarkable, noting that the island continues to attract attention worldwide.

Speaking with reporters following the arrival of Avelo Airlines’ inaugural flight from Raleigh-Durham International Airport in North Carolina, at the Sangster International Airport in Montego Bay on Wednesday (February 12), Mr. Bartlett emphasised Jamaica’s unique position as a model for post-COVID-19 recovery, underscoring the success of the resilient corridor established during the pandemic.

He said the corridor allowed the country to safely reopen its borders and welcome visitors, while mitigating the risks associated with travel during “an uncertain time”.

“When we established the resilient corridor during COVID, while all our airports and seaports were closed, it was a global phenomenon. People flew into Jamaica to find out how we did it and what it entailed,” the Minister pointed out.

Mr. Bartlett said the upcoming Tourism Resilience Conference, scheduled for next week in Hanover, would bring together global leaders to share insights and strategies for sustainable tourism practices.

He noted that Jamaica’s efforts have garnered international recognition, with the United Nations officially designating February 17 as Global Tourism Resilience Day.

“No other country in the world has done that. Jamaica has done that. This Administration has done that, and we are bringing people from all over the world to see how Jamaica is doing it,” Mr. Bartlett declared.

The resilient corridor, a carefully monitored area where tourists could safely interact with the local environment, allowed Jamaica to maintain a level of economic activity while prioritising visitor safety during the height of the COVID-19 pandemic in 2020.

Mr. Bartlett said this approach, not only safeguarded the health of tourists and residents, but also revitalised the crucial tourism sector, which employs approximately 10 per cent of the global workforce and contributes significantly to the world’s gross domestic product (GDP).

Mr. Bartlett also addressed the need for enhanced safety protocols in tourism, emphasising the importance of public liability insurance for travellers.

“The world has changed, and tourism is a massive global industry. What that requires is a whole new protocol in relation to the protection of people who are tourists,” he stated.

The Minister emphasised that tourism ethics demand the highest levels of safety, security and seamlessness, while urging stakeholders to adopt comprehensive insurance measures.

Mr. Bartlett explained that with tourism representing 11 per cent of the global GDP and driving 90 per cent of trade in services worldwide, the industry’s growth hinges on the public’s confidence in their safety while travelling.

“People are not moving to your destination until they’re sure that they have that level of safety,” he pointed out, stressing the need for a collective effort to ensure all parties involved uphold high standards.

The Minister said Jamaica’s proactive measures during the pandemic have not only positioned the island as a leader in tourism resilience but also inspired other nations to rethink their strategies in the face of global challenges.

Mr. Bartlett noted the importance of thought leadership and innovation in shaping the future of tourism, pointing out that “we realised the extent to which thought leadership had driven a new level of innovation” and highlighting Jamaica’s pivotal role in setting new industry benchmarks.

“With the upcoming Tourism Resilience Conference, the island aims to further its commitment to sustainable tourism practices, ensuring that it remains at the forefront of industry advancements,” he added.