The audience, which included tourism and media professionals from around the world, listened intently as Jamaica's Minister of Tourism, Edmund Bartlett, spoke about the current state of tourism in Jamaica.
This happened last Tuesday at a Jamaican press conference on the second day of the 42nd Caribbean Travel Marketplace Convention, organised by the Caribbean Hotel and Tourism Association, held at the Montego Bay Conference Centre in St James.
In his wide-ranging presentation, Mr Bartlett highlighted the contribution people make to the tourism industry and the efforts the Government is making to ensure they are well trained and recognised.
“In Jamaica, we believe our people are our greatest asset, which is why we believe strongly in investing in increasing opportunities for our people both within and outside the direct scope of the tourism sector,” Bartlett said. “For example, many farmers across Jamaica directly or indirectly supply vast quantities of fruit, vegetables and meat to Jamaica's tourism industry, and by connecting hundreds of millions of dollars of smallholder farmers directly with buyers in the tourism industry, we continue to build a sustainable and resilient future.”
Bartlett also noted that government has upskilled and certified thousands of tourism workers and high school students through free programs offered by the heavily funded Jamaica Tourism Innovation Centre and its local and international partners; provided tourism workers with a stable retirement income through Jamaica's groundbreaking Tourism Workers Pension Scheme; and provided decent and affordable housing for tourism workers, including a new program to partner with hotel investors to build more than 3,000 homes for hotel workers.
Through the Tourism Innovation Incubator, the establishment of new and emerging businesses is encouraged, as well as through annual tourism collaboration networking events such as Christmas in July and Speed ​​Networking, providing valuable marketing opportunities for small and medium-sized tourism businesses, and providing a platform for hundreds of local producers and entrepreneurs to engage with the hospitality sector and Jamaican businesses.
Government has provided marketing, technical and logistical support to events such as Rebel Salute, Reggae Sumfest, Jamaica Rum Festival, Moka Fest, Dream Weekend and Jamaica Carnival that bring opportunities to thousands of visitors and those at the micro and small business level in our economy.
National artisans are also involved, with the Falmouth Artisan Village in Trelawny showcasing Jamaica's rich cultural heritage and artisan talent on an international stage.
In response, Mr Bartlett said: “This project has significant heritage and historical value and is an opportunity to transform the city of Falmouth into a vibrant tourism, cultural and lifestyle hub. By showcasing the diverse talents of our artisans, the village will attract visitors from around the world offering a unique and immersive glimpse into our cultural identity and traditions.”
Regarding the resilience of the tourism industry, Bartlett said the COVID-19 pandemic has taught us “that we must act proactively to anticipate, prepare for and respond to new risks,” adding, “We must also build resilience to risks.”
He told the gathering: “To achieve this, Jamaica pioneered the Global Tourism Resilience and Crisis Management Centre in 2018, which supports tourism destinations around the world in managing and preparing to recover from crises that threaten economies and livelihoods linked to the tourism sector. Now renamed the Global Tourism Resilience Centre, the organisation has offices in the Caribbean, Africa and the Mediterranean, and affiliates in over 42 countries.”
As for the Jamaica Tourism Innovation Centre, the education arm of the Ministry of Tourism, Bartlett said 3,379 candidates achieved certification between April 2023 and March 2024, amounting to a pass rate of 91 percent.
“As I always say, when tourism succeeds, we all win. That means more jobs for Jamaicans, more opportunities for local entrepreneurs, increased consumption of local goods and services and more tourism dollars. And while our Government invests in the Jamaican people, I am pleased to report that we have the firm confidence of entities that are investing in our island and setting us up for impressive growth in the coming years.”
editorial@gleanerjm.com
