Young People Urged to Become Tourism Ambassadors

Director of Tourism, Donovan White, has charged the country’s youth to embrace their role as ambassadors in promoting the local sector and taking it to the next level of growth and development.

He said that tourism is no longer just about beautiful beaches and tasty food, noting that for Jamaica to remain competitive as a destination, the young people must become active participants by highlighting the best of the country in their interactions with visitors and in social media spaces.

“Each one of you is an ambassador for Jamaica. Every time you greet a visitor with a smile, share a bit of our culture, or even post about our beautiful island on social media, you’re building bridges between Jamaica and the rest of the world,” he noted.

Mr. White was addressing a Tourism Awareness Week (TAW) youth forum at the Montego Bay Convention Centre in Rose Hall, St. James on September 27 under the theme: ‘Tourism & Peace: Out of Many, One Love.’

Endorsing the theme, the Director of Tourism said it speaks to “how tourism can bring people together and promote understanding. Think about it – when people visit Jamaica, they’re not just seeing our beaches and mountains. They’re meeting you, learning about your lives, your dreams, and your culture and in return, you get to learn about theirs.”

He said he is encouraged to see that some of the brightest minds in Jamaica are now being drawn to the tourism sector and are making valuable contribution through the action clubs.

The clubs consist of students in secondary and tertiary institutions who meet to participate in activities that are designed to encourage a greater awareness of tourism-related issues.

“You are not just the future of tourism – you are its present. Your passion, your ideas, your energy – these are already shaping the way we think about tourism in Jamaica,” Mr. White noted.

“Each project you undertake in your clubs, each initiative you lead, is building the foundation for a stronger, more vibrant tourism industry. Whether you’re organising beach cleanups, creating social media campaigns about our culture, or coming up with innovative ideas for sustainable tourism – you’re already making a difference,” he pointed out.

“Some of you might go on to become hotel managers, tour guides, chefs, or even work for the Jamaica Tourist Board. Others might invent new technologies that revolutionise how people travel and experience our island. Whatever path you choose, the skills and perspectives you’re gaining now through your tourism action clubs are invaluable,” he pointed out.

The youth forum included a panel discussion was one of the highlights of the Tourism Awareness Week (TAW) Youth Forum 2024.

The forum formed part of the slate of activities for TAW 2024 was observed from September 22-28.

This year’s focus was in keeping with the ‘Tourism and Peace’ theme for World Tourism Day on September 27.