Tourism Awareness Week to Focus on Digital Agenda and AI

The transformative role of artificial intelligence (AI) and digital technology in tourism will be the focus of Tourism Awareness Week (TAW), slated for Sunday, September 27 to Saturday, October 3.

The week will be held under the theme, ‘Digital Agenda and Artificial Intelligence to Redesign Tourism’, which is also the global theme for World Tourism Day, observed annually on September 27.

Speaking at a recent JIS Think Tank, Minister of Tourism, Hon. Edmund Bartlett, said the theme is timely, given the technological changes reshaping global travel, as well as wider geopolitical, economic and environmental disruptions.

“The theme of Digital Agenda and Artificial Intelligence to Redesign Tourism is an appropriate theme for this time, given the state that the world is in,” said Minister Bartlett, adding that such disruptions have not been seen since World War II.

The Minister indicated that several activities are being planned for the week, beginning with a church service at Faith Temple Assemblies of God in Montego Bay on September 27.

Throughout TAW, daily advertorials will highlight initiatives of the Ministry of Tourism and its public bodies that support the theme.
Jamaicans will also be able to access discounts at participating hotels and attractions under the Experience Jamaica initiative.

Additionally, a Speaker Series will be held at Tourism Action Club (TAC) schools across the island on September 28 and 29 and October 1 and 2, while the Tourism 3.0 AI Youth Forum is slated for September 30.

This will be followed by the Jamaica Centre for Tourism Innovation (JCTI) Hospitality and Tourism AI Forum on October 1 and a Tourism Stakeholder Engagement Activity on October 3.

Mr. Bartlett further indicated that the focus on AI and digital technology comes at a time when tourism is undergoing significant transformation globally.

“Tourism is in a pivotal mode; it’s transforming. It is also transforming the world in a lot of instances, and it is being impacted hugely by technological changes that are now redefining and reshaping global travel,” he said.

The Minister noted that Jamaica is responding by combining data-driven innovation with the strength of Brand Jamaica.

“Together, we’re exploring how artificial intelligence can help create a smarter, more inclusive, and sustainable tourism future by enhancing decision-making, strengthening workforce skills, and elevating the way destinations are experienced and managed,” said Minister Bartlett.

He said TAW will also serve to heighten awareness of tourism’s social, cultural, political and economic value to Jamaica.

“Tourism then is much more than an industry for us. It is the heartbeat of our national development. It is what keeps our local farmers growing, opens doors for everyday Jamaicans, and drives our economy forward,” the Minister said.