Tourism Sector Gearing Up for More Growth – Minister Bartlett

Minister Outlines Strategies to Fuel Growth of the Tourism Sector at JHTA 63rd AGM

Jamaica’s tourism sector is set for continued expansion as global travel surges toward 1.5 billion travellers by the end of this year, with projections of nearly 3 billion tourists worldwide in the next two decades.

Addressing the 63rd Annual General Meeting of the Jamaica Hotel and Tourist Association (JHTA) yesterday (October 12), Tourism Minister Hon. Edmund Bartlett outlined several strategies aimed at ensuring that Jamaica remains a top destination and continues to experience growth in the competitive global tourism market.

Minister Bartlett urged local tourism partners to be innovative and adaptive to emerging trends, emphasising that Jamaica must prepare for the rising wave of travellers by building the necessary capacity and offering superior service.

“The issue is where these travellers will come from and where they will go. Our challenge is to create the capacity within Jamaica to benefit from this growing activity,” said Minister Bartlett.

He underscored the resilience of the tourism sector, which continues to outpace general economic growth globally, growing at a rate of 3% annually over the past 30 years.

“On our shoulders rests the economic fortunes of our country,” he noted, highlighting the vital role of tourism in Jamaica’s economy.

However, the Minister cautioned that Jamaica must stay nimble and innovative in response to the evolving global landscape.

“We have to be nimble, adaptive, and responsive to ensure that the growth we had after COVID isn’t erased by the deluge of disruptions that came with the recovery,” Bartlett remarked.

He encouraged JHTA members to embrace new business models and leverage emerging technologies to enhance Jamaica’s competitive edge.

As part of his presentation, Minister Bartlett announced a key strategy to expand Jamaica’s tourism market by boosting airlift from South America, starting with LATAM Airlines’ new flights from Peru to Jamaica, commencing on December 1.

He also noted that discussions are also ongoing with Azul Airlines to introduce flights from Belem, Brazil, and as well as Avianca regarding other regions in South America including Columbia.

Minister Bartlett stressed that expanding airlift is crucial to tapping into new markets and further diversifying Jamaica’s visitor base.

Additionally, Minister Bartlett revealed plans for a marketing blitz in India, one of the fastest-growing economies globally, with a roadshow planned for November.

“The Asian-Pacific countries will constitute the largest block of outbound tourism in the world. In 2 to 5 years, India will be the second most powerful economy. We are positioning Jamaica to be part of that growth,” Bartlett shared.

He also highlighted efforts to target Eastern Europe and the Schengen area, noting that these regions offer tremendous potential for inbound tourism.

To support these efforts, the tourism minister disclosed that the Jamaican government has committed JMD 1 billion to tourism marketing through the end of the financial year.

“This is the largest single amount the government has provided for marketing augmentation in history,” the Minister announced, reinforcing the country’s dedication to solidifying its position in the global tourism industry.

Minister Bartlett also addressed destination assurance, calling on private sector partners to ensure that Jamaica continues to deliver a safe, secure, and seamless experience for visitors. He revealed that “the JTB Act is set to be amended” to require licensing for all tourism players, including those in the sharing economy.

“Tourists are now staying in places we never imagined, but we cannot guarantee the quality of those experiences. This amendment will ensure that we maintain high standards across the board,” he explained.

As Jamaica gears up for more growth, Bartlett stressed the importance of public-private partnerships to drive the sector forward and urged JHTA members to think creatively and embrace the changes needed to thrive in a rapidly evolving global market.

Minister Bartlett expressed confidence that with these strategies in place, Jamaica’s tourism sector is well-positioned for continued success.

“Together, we can secure Jamaica’s place as a global leader in tourism for years to come,” he concluded.