Ministry Reaffirms Commitment to Integrate AI Into Tourism Sector

The Ministry of Tourism is reaffirming its commitment to integrating artificial intelligence (AI) and digital technology into the tourism sector, as Jamaica moves to strengthen the industry’s competitiveness in an increasingly data-driven global market.

Delivering remarks on behalf of Minister of Tourism, Hon. Edmund Bartlett, at a thanksgiving service to launch Tourism Awareness Week (TAW) on September 27, Permanent Secretary in the Ministry, Jennifer Griffith, said Jamaica is embracing the technological transformation taking place across the global tourism industry, while maintaining the strength of Brand Jamaica.

“Jamaica is rising to the challenge, seamlessly fusing cutting-edge data-driven innovation with the timeless spirit of Brand Jamaica,” she said.

The service was held at Faith Temple Assemblies of God in Montego Bay, St. James, under the theme ‘Digital Agenda and Artificial Intelligence to Redesign Tourism’.

Mrs. Griffith said the Ministry is exploring how AI can help to create a smarter, more inclusive and sustainable tourism future by enhancing decision-making, strengthening workforce skills, and improving how destinations are experienced and managed.

She noted that the Ministry and its public bodies are already leveraging AI and digital technology in areas such as visitor services, marketing, workforce training and crisis management.

The use of technology is also intended to help Jamaica future-proof the tourism industry, while protecting the country’s environment and preserving its culture.

For his part, Director of Tourism at the Jamaica Tourist Board (JTB), Donovan White, said the digital transformation of the industry requires the organisation to evolve alongside the global tourism market.

“The evolution of tourism means that the Jamaica Tourist Board also has to evolve,” the Director argued.

Mr. White said the JTB is, therefore, working to develop the systems and processes necessary to allow for a smooth and responsible transformation of its digital operations, while strengthening its ability to compete globally and promote Jamaica as a tourism destination.

He also highlighted the importance of preparing the workforce for changes brought about by technological advancement.

“The antidote to disruptions is training,” he said, noting that how workers are trained and introduced to new systems and processes will influence the level of disruption caused by the transformation.

Mr. White said the Jamaica Centre for Tourism Innovation (JCTI) has a role in enabling the existing tourism workforce, while expanding innovation in high-school programmes to prepare the next generation of workers.

He said this preparation must extend beyond tourism to young people entering the wider Jamaican workforce.