Kingston, Jamaica – In his closing presentation of the 2024/2025 Sectoral Debate in the Houses of Parliament on Tuesday (July 16), Minister of Tourism, Hon. Edmund Bartlett, unveiled a comprehensive threefold strategy designed to bolster Jamaica’s tourism growth amidst global economic uncertainties, airline capacity issues, and other challenges.
Minister of Tourism, Hon Edmund Bartlett (file photo)
“We are contending with global economic uncertainties, airline capacity issues, and challenging travel advisories such as the United States travel advisory issued in January, which made concerning claims about safety and medical services in Jamaica – all of which pose potential obstacles to our continued growth,” Minister Bartlett stated. He continued, “While showing overall resilience, inflation and geopolitical issues pose risks to economic stability and may temper travel demand by affecting consumer confidence and spending patterns.”
Despite these challenges, the Ministry of Tourism is taking proactive measures to ensure Jamaica remains a top choice for travellers.
Minister Bartlet’s Threefold Strategy for Jamaica Tourism Growth
Market Diversification: “We are intensifying our efforts to diversify our source markets, focusing on Latin America and the Middle East. This strategy will help ‘future-proof’ our growth by reducing our dependence on traditional markets.”
Marketing Enhancement: “We will significantly enhance our digital and traditional marketing presence, leveraging cutting-edge technologies and platforms to reach potential visitors more effectively and efficiently and enable us to measure the return on investment of our marketing dollar.”
Airlift Improvement: “We are working closely with airline partners to maintain and improve airlift to Jamaica. This includes exploring new routes and partnerships to ensure our island remains easily accessible to visitors from around the world.”
Moreover, the tourism minister highlighted ongoing investments in tourism infrastructure and product development. “Our goal is to offer unique, high-quality experiences that set Jamaica apart from other destinations. We are committed to sustainable tourism practices that not only attract visitors but also benefit our local communities and preserve our natural resources,” he added.
Minister Bartlett praised the resilience of Jamaica’s tourism sectorand the unwavering spirit of the Jamaican people saying, “While these challenges are significant, I stand before this Honourable House confident in our ability to overcome them. With our strategic approach, the innate resilience of our tourism sector, and the unwavering spirit of our people, I am certain that we will not only navigate these headwinds successfully but emerge stronger, continuing to grow and thrive in the global tourism market.”
He concluded, “Jamaica’s tourism sector has faced challenges before and, each time, we have not just survived but thrived. This time will be no different. We are Jamaica, resilient, resourceful, and ready for whatever comes our way.”
