Tourism Minister Says Diversified Offerings Should Be Presented to Visitors

Minister of Tourism, Hon. Edmund Bartlett, says that while Jamaica’s natural attractions have been drawing visitors to the island, it is time to recognise the untapped potential of other value-added entities.

The Minister, who was speaking to reporters in Montego Bay, St. James, on February 9, said even though the traditional subsectors have undoubtedly been the backbone of the tourism industry, there is still room to create a more inclusive and diversified experience for the visitors.

“By no means are we abandoning our pristine beaches or lush landscapes; instead, we are diversifying our offerings, providing a more comprehensive and dynamic Jamaican experience,” Mr. Bartlett said.

“We must align with the changing preferences of modern travellers, who seek authentic and culturally immersive experiences. According to global market intelligence firm Future Market Insights, cultural tourism is one of the largest and fastest growing global tourism markets, valued at some US$5.9 billion in 2023. They indicate that global cultural tourism demand is likely to surge at a rate of 14.4 per cent over the next 10 years, taking its market size to US$22.7 billion by 2033,” he noted.

The Minister said that many destinations are now actively developing their tangible and intangible cultural assets as a means of developing their competitive edge to take advantage of this growing market.

“At home, we too are formulating strategies to leverage the shift towards experiential tourism. The Calabash International Literary Festival, Reggae Sumfest, Rebel Salute and other cultural events draw substantial crowds to our shores annually, contributing significantly to our record-breaking tourism figures, which saw some 4.2 million visitors and US$4.3 billion in earnings in 2023. We intend to build on these achievements and do even more in 2024,” Mr. Bartlett added.

He said that the renaissance is being driven by the Tourism Linkages Network (TLN), a division of the Tourism Enhancement Fund (TEF), “which has been spearheading projects and programmes” that tap into five key areas of experiential tourism – Gastronomy, Sports and Entertainment, Shopping, Health and Wellness and Knowledge.

Through these networks, the Minister pointed out, the country has been developing a more diverse and innovative product, noting that “we are the creators of the highly successful Jamaica Blue Mountain Coffee Festival”, mobilising millions of dollars for Jamaica’s first Walking Museum on Duke Street – a spectacular showcase of sculptures, murals, and storyboards.

“We also spearhead the DJ Capacity Enhancement Training Programme, which is improving the skills of local entertainment providers in tourism to create quality entertainment products and experiences for visitors to the island,” he added.

“We look forward to collaborating with private-sector partners and the Ministry of Culture, Gender, Entertainment & Sport to develop more experiences through the creative arts to support our mandate of diversifying our tourism offerings, attracting more visitors to our shores, and promoting our cultural values,” the Minister said.