MONTEGO BAY, Jamaica; Tuesday, July 21, 2026: Minister of Tourism, Hon. Edmund Bartlett, has signalled a new era of closer collaboration between the Ministry of Tourism, its public bodies and the Jamaica Hotel and Tourist Association (JHTA), following an inaugural strategic meeting with the Association’s newly elected executive at the Montego Bay Convention Centre on Thursday, July 16.
The meeting, held three weeks after O’Brian Heron was elected JHTA president, focused on strengthening public-private sector cooperation as Jamaica advances its Tourism 3.0 agenda and continues recovering from the effects of Hurricane Melissa.
Congratulating Mr. Heron on what he described as “a very emphatic victory,” Minister Bartlett reaffirmed the Government’s commitment to maintaining the JHTA as a central partner in tourism governance, noting that the proposed establishment of the Tourism Authority is intended to strengthen, not diminish, the Association’s role.
“I want to point out very early that any suggestion with regard to strengthening governance through an additional layer of guidance is not intended in any way to reduce the effectiveness, impact, value or importance of the JHTA,” Minister Bartlett said.
“Part of what we seek is to bring all the players with substantial interests in tourism together to help guide policy and the implementation of activities. We are driven by the need for the industry to transform itself, to move beyond the perception of being an extractive industry and instead become one that creates the capacity for all Jamaicans to extract wealth and opportunity from tourism,” he added.
The tourism minister emphasised that the post-Hurricane Melissa environment requires an even deeper level of partnership across the industry than existed during the COVID-19 pandemic.
“Melissa affected destinations differently. Some recovered more quickly than others, and that means collaboration is even more critical now. The challenge is ensuring that everybody benefits from the recovery because our success is interconnected. We must collaborate deeper, and I am inviting a closer working relationship between your office, the Jamaica Tourist Board and the Ministry as we navigate this recovery together,” Bartlett stressed.
Looking ahead, the Minister outlined Tourism 3.0 as the Ministry’s blueprint for creating a more inclusive tourism economy, with greater emphasis on expanding local participation throughout the tourism value chain.
“We have embraced the concept of Tourism 3.0 because it is about building a more inclusive tourism economy. A significant responsibility will rest with the JHTA as we work together to strengthen local supply chains, improve social stability and ensure that more Jamaicans participate meaningfully in tourism’s success. That is why I want to see a more robust relationship between the Ministry and the Association as we unfold this ambitious agenda together,” Minister Bartlett noted.
Responding on behalf of the Association, JHTA President O’Brian Heron welcomed the opportunity for stronger collaboration, reaffirming that partnership with Government will be central to the Association’s priorities.
“My focus is on increasing collaboration with the Ministry and with our key stakeholders because, for me, it’s Jamaica first. All of us have a role to play in achieving what we need to accomplish together,” Heron said.
He added that the JHTA fully supports the Tourism 3.0 vision.
“We’re excited about Tourism 3.0 because it gives us an opportunity to elevate the product we already have, strengthen the infrastructure that exists and bring more Jamaicans into the industry’s success. It also creates greater opportunities for visitors to leave the traditional tourism spaces and engage with our communities, and I believe that is exactly what will help us achieve the major objectives of Tourism 3.0,” Heron explained.
The new JHTA president also highlighted several strategic priorities for the Association, including addressing tourism competitiveness, strengthening collaboration with Government on policy matters, expanding workforce development initiatives, and enhancing disaster preparedness across the sector.
Minister Bartlett identified human capital development as one of the defining pillars of Tourism 3.0, highlighting the importance of professional certification, career mobility and worker welfare.
“Tourism is, above all else, a people industry. Technology will enhance what we do, but it is our people who will determine our competitiveness. That is why we are committed to expanding professional certification through JCTI, strengthening skills development and ensuring our workers have greater opportunities for advancement because that is what will drive us to achieving our KPI of 10 million visitors and US$ 10 billion in earnings over the next 10 years.”
