Minister Outlines Holistic Plan to Weave Tourism More Deeply into Broader Economy

Minister of Tourism, Hon. Edmund Bartlett, has outlined a holistic plan to weave tourism more deeply into Jamaica’s broader economy.

Speaking at a briefing with reporters at the Montego Bay Convention Centre on September 26, Mr. Bartlett said the country must move beyond siloed thinking and create seamless connections between tourism and other key sectors to unlock new opportunities, spur innovation, and boost local livelihoods.

The Minister emphasised that tourism should not be treated as an isolated industry but as part of a framework where policies actively link it (tourism) with Agriculture, Industry, Commerce, and the Creative Industries.

“We must move beyond siloed thinking. By weaving tourism into the fabric of these sectors, we create a resilient economy that benefits Jamaicans from all walks of life,” Mr. Bartlett said.

He added that this can be accomplished by establishing policies that deliberately connect tourism with Agriculture, Industry, Commerce, and Creative Industries, noting that nothing beats a collaborative approach and a shared vision.

The Minister said that by creating a value chain that enables diverse sectors to work together to produce valuable, market-ready products, the end result would be a first-rate product with enhanced quality and one with the ability to expand Jamaica’s competitive edge in domestic and international markets.

“It is simply a matter of integrating tourism into the broader economy. It means treating tourism as an integral element of Jamaica’s economic ecosystem rather than a standalone sector. This will amplify employment opportunities, spur local entrepreneurship, and stimulate ancillary industries,” Mr. Bartlett added.

Mr. Bartlett further noted that the enabling of cross-sector partnerships also helps to create niche markets and unique and integrated experiences for tourists.

“These examples include farm-to-table tourism linked to local agriculture, craft and design collaborations with the Creative Industries, and manufacturing-led experiences showcasing Jamaican innovation,” he said.

The Minister pointed to the need to develop progressive legislative and regulatory frameworks where reforms are implemented “that lower barriers, protect workers, and encourage investment.”

He said that such a move would create a stable, transparent environment that invites both local and international partners.

Mr. Bartlett stressed that the goal is to leverage Jamaica’s diverse strengths—its agricultural richness, vibrant manufacturing and industry base, robust commerce, and dynamic creative sector.

“Our natural and human resources are not isolated assets. When connected, they create a powerful engine for sustainable growth and inclusive opportunity for Jamaicans,” he said.
Meanwhile, Mr. Bartlett said the Ministry is planning a consultative process, engaging stakeholders across government, the private sector, and civil society to refine policy directions and identify pilot programmes.

Early steps, he said, may include joint ventures that showcase integrated experiences, support for product development along the value chain, and regulatory tweaks to facilitate cross-sector collaboration.

The Minister explained that the approach will diversify Jamaica’s tourism offerings beyond sun and sea, attracting visitors seeking authentic, locally crafted experiences that highlight the island’s agrarian roots, manufacturing capabilities, and creative energy.

“If successful, the model could spread tourism earnings more evenly across regions, creating more jobs and opportunities at the community level,” he said.

For his part, Mayor of Montego Bay, Councillor Richard Vernon, said that as Jamaica continues to position itself as a premiere Caribbean destination, Minister Bartlett’s vision aims to transform tourism from a standalone activity into a cornerstone of a dynamic, high-value economy that uplifts local talent and strengthens Jamaica’s competitive standing on the world stage.