Tourism Minister Describes Launch of TEA as Transformative

Minister of Tourism, Hon. Edmund Bartlett, says the Tourism Entertainment Academy (TEA) will not only redefine the island’s tourism landscape, but is also a transformative initiative aimed at harnessing the vibrant power of Jamaican entertainment.

Speaking at the Academy’s launch at the Artisan Village in Falmouth, Trelawny, on March 27, the Minister emphasised the vital role of entertainment as a significant value-added component of tourism.

He said that the TEA, which represents a $50-million investment in Jamaica’s cultural tourism future, is spearheaded by the Tourism Enhancement Fund (TEF), in collaboration with the Ministry of Culture, Gender, Entertainment and Sport, and various key stakeholders.

This initiative, according to Mr. Bartlett, is not merely a training programme but is also a strategic intervention designed to professionalise the local entertainment industry while enhancing cultural experiences for both visitors and residents.

“The launch of the Tourism Entertainment Academy marks a pivotal moment in Jamaica’s tourism strategy. Through the TEA, the Government aims to harness the full potential of the entertainment sector, creating a sustainable model that benefits both artistes and the broader tourism industry,” the Minister pointed out.

“The success of this initiative will depend on the collective efforts of all stakeholders involved, but the vision is clear. This is aimed at creating a vibrant, culturally rich tourism experience that stands out on the global stage. With this investment, Jamaica is set to redefine its tourism landscape, blending creativity with commerce to foster a brighter future for its cultural and entertainment sectors,” he added.

Mr. Bartlett said that the Academy’s framework includes a combination of online and in-person mentorship, live showcases, and comprehensive industry integration.

“These components are designed to prepare Jamaican artistes for global success, equipping them with the skills and exposure necessary to thrive in a competitive marketplace,” he noted.

“This multifaceted approach ensures that participants receive high-quality training that aligns with international standards, thereby fostering a new generation of entertainers who can captivate audiences worldwide,” the Minister added.

Mr. Bartlett outlined four clear goals for the Academy: to professionalise and certify entertainment practitioners, deliver high-quality performers; generate a strong return on investment, and develop a national blueprint for entertainment within the tourism ecosystem.

“The vision here extends beyond immediate training and certification. We are envisioning a future where Jamaica’s entertainment sector is fully capitalised, positioning the island as a leader in cultural tourism. If we can get this right, we will be way ahead of the game,” he asserted, underscoring the importance of this initiative in maintaining Jamaica’s competitive edge among regional rivals.

“The TEA is poised to unleash a product that showcases the richness of Jamaican culture, thereby attracting more visitors while providing meaningful opportunities for local artistes,” the Minister said.

He added that the Academy also represents a significant shift in how the Government and industry stakeholders view the relationship between tourism and entertainment.