Deputy Director of Tourism Philip Rose says Jamaica’s competitive edge lies in its people, culture and ability to turn visitors into repeat guests.
Jamaica Tourist Board Deputy Director of Tourism Philip Rose | Photo Courtesy: David Muir
SOUTH FLORIDA — Jamaica’s greatest tourism asset is not its scenery, Deputy Director of Tourism Philip Rose says. It is the country’s ability to create genuine human connections and unforgettable memories.
For Rose, who has spent nearly three decades helping sell Jamaica to the world, that emotional connection is what continues to set the island apart in an increasingly competitive global tourism market.
“There is an energy here that visitors feel the moment they arrive,” Rose said. “We have an incredible ability to make people feel like family, not tourists. That’s why visitors keep coming back. They may come for the sun and sand, but they return because of how Jamaica made them feel. Jamaica becomes more than a destination to them — it becomes a second home.”
30 Year Tourism Career
Philip Rose with The Most Honorable Andrew Holness, Prime Minister of Jamaica. Photo courtesy of The Jamaica Tourist Board
In a tourism career spanning nearly 30 years, Rose has worked through hurricanes, COVID-19, general elections and shifting concerns about crime. Over those years, he has watched the industry mature. He has helped develop the Jamaica Tourist Board’s diaspora strategy and guided the board into social media marketing before it became standard for destination promotion. Additionally, he served as a key voice in the aftermath of Hurricane Melissa.
But he derives his greatest satisfaction from another aspect of his job.
“It’s knowing that, in some small way, I’ve helped create opportunities for Jamaicans,” Rose said.
“Tourism works when it changes lives — when it benefits the hotel worker, the farmer, the craft vendor and, yes, even the corn soup man. If I’ve played any role in that, then I’m incredibly proud of my contribution.”
Rose was born in Kingston in 1972 to Deryck and Patricia Rose. His father worked in banking, and his mother was a secretary. He attended Sts. Peter and Paul Preparatory School and Wolmer’s Boys’ School, where he was most interested in Geography, Accounting, English and Business.
Wolmer’s would also prove pivotal in his transition from boy to man.
“Attending Wolmer’s played a defining role in shaping the man I became,” he said. “Beyond the education, it taught me how to relate to people from every walk of life, value different perspectives and build relationships across different backgrounds. Those lessons have proved just as important as anything I learned in the classroom and have served me well throughout my career.”
After high school and a gap year spent traveling through Italy, Rose returned home to Jamaica for sixth form before beginning his career in tourism.
Destination Management Company
Drawing on his experience in Italy, he started a small independent destination management company, providing transportation, tours and other services in Jamaica for visitors, primarily from Italy. He also offered location scouting and management for film productions and video shoots.
“The JTB was actually a client of mine, and they kept asking me to come join them full time,” Rose recalled.
“I kept turning them down because I liked my independence and business was great. But then the business flow from Italy slowed down, and so I agreed to join them permanently. My first position was marketing representative, Midwest, based in Chicago, and my job was to sell Jamaica to travel agents there. The year was 1998, and I promised the JTB three years. As you can see,” he added with a wry smile, “I’m still here.”
Life with the Jamaica Tourist Board
Philip Rose with The Honorable Edmund Bartlett, Minister of Tourism. | Photo courtesy of The Jamaica Tourist Board
Rose moved through the ranks, holding five roles in five cities across the United States and Canada before being appointed deputy director of tourism in 2023. The role gave him an expansive and demanding portfolio.
Now based at JTB’s South Florida office, Rose oversees Jamaica’s largest and fastest-growing source markets: the United States, Latin America and the Caribbean. He leads teams responsible for sales, airline and tour operator partnerships, trade relations and growth strategies across those regions.
“My job is to help ensure that more visitors choose Jamaica and, more importantly, that tourism continues to create opportunities for the Jamaican people,” Rose said.
“Of course, I also support and deputize for the Director of Tourism when necessary, but the role is very much an operational and strategic leadership position in its own right.”
The job also requires Rose to travel widely, both personally and professionally. He travels to tell Jamaica’s story, evaluate competing destinations and identify ways to strengthen the country’s tourism product.
“Because of its history, culture and the way it seamlessly blends tourism into everyday life, Italy will always hold a special place for me,” Rose said.
“I also have great admiration for destinations like Spain and Singapore, each of which has mastered different aspects of the visitor experience.”
Jamaica’s competitors vary by market and traveler profile, Rose said, and may include Mexico, the Dominican Republic or other Caribbean destinations. Still, he said Jamaica can compete with any destination. It must continue to improve its tourism product.
Rose rejects criticism that Jamaica has become too commercial or lost the simplicity that defined earlier eras of tourism.
“That’s nonsense,” he said. “Yes, we have developed more hotels and added internationally recognized brands, but at our core, Jamaica remains unapologetically Jamaican. Tourism has to evolve. Travelers today expect world-class accommodations and amenities. The challenge isn’t whether we develop — it’s ensuring that development doesn’t come at the expense of our authenticity.”
Authentic Cultural Experiences
Jamaica’s strength is its ability to offer both high-end hospitality and authentic cultural experiences — from luxury resorts to jerk pans, reggae bands, conversations with locals and trips into the countryside.
“As long as we protect our culture and ensure that tourism benefits our people, we will never become a ‘little Hawaii,’” he said. “We will simply be a better, stronger version of Jamaica.”
Rose said Jamaica’s tourism product is in a strong position but still has room to grow. In addition, he wants to see more initiatives that bring tourism dollars to farmers, entertainers, craft vendors and transportation providers. This would strengthen the industry and make it more sustainable.
Rose walked into the Jamaica Tourist Board in 1998 determined to stay for only three years. Nearly 30 years later, he remains committed to the work. He also says he looks back on his service with pride.
Deputy Director of Tourism Philip Rose Photo credit- David Muir
“Essentially, I’ve always been challenged and subsequently promoted in every role I’ve had at JTB,” Rose said.
“I would not have stayed if I was stagnant. And if I weren’t in tourism here, I’d probably be in tourism in some capacity elsewhere, because I’ve always enjoyed telling stories, building relationships and connecting people to experiences. But I genuinely love what I do and who I do it for — the people of Jamaica.”
Lifetime Achievement Award in Caribbean Tourism
For his contributions to Jamaicas Tourism industry he was recently honored with the Lifetime Achievement Award at the 12th Annual Unique Caribbean American Heritage Month and Culture Awards.
