KINGSTON, Jamaica; Tuesday, September 22, 2026: The Ministry of Tourism, its public bodies and tourism industry partners will place artificial intelligence (AI), digital transformation and the future of Jamaica’s tourism economy at the centre of Tourism Awareness Week (TAW) 2026, being observed from September 27 to October 3 under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism.” The theme mirrors the UN Tourism’s global theme for World Tourism Day, which will be celebrated on September 27.
The week will examine how technology is reshaping the way visitors discover, plan and experience destinations, while highlighting Jamaica’s efforts to responsibly harness AI and digital tools to strengthen destination management, visitor facilitation, workforce development, resilience building and decision-making.
Minister of Tourism, Hon. Edmund Bartlett, said the theme is particularly timely as technology continues to redefine global travel and tourism. “Tourism is being transformed, and the pace of technological change means that Jamaica must not simply respond to the future, we must help to shape it. Tourism Awareness Week 2026 gives us an opportunity to look closely at how artificial intelligence, and digital technology can strengthen our tourism industry while ensuring that people remain at the heart of the experience,” said Minister Bartlett.
He added that the Ministry’s adoption of technology forms part of the wider Tourism 3.0 growth agenda, which is designed to make tourism a stronger platform for national economic transformation. “Tourism 3.0 is about using innovation, technology and stronger local participation to create greater value for Jamaica in this new era of tourism. We want a tourism sector that is smarter and more resilient, but also one that creates opportunities for our workers, entrepreneurs, communities and local businesses. The technology is the tool; the people and the value we create for Jamaica are the purpose,” Bartlett noted.
Director of Tourism, Donovan White, said the focus on AI must be balanced by a commitment to the elements that make Jamaica distinctive.
“The digital future of tourism is already here, and Jamaica is preparing to participate in that future with purpose. From destination marketing and visitor assistance, to analytics and workforce readiness, technology can help us become more responsive, more accessible and competitive. But technology must enhance, not replace, the Jamaica experience. Our hospitality, authenticity, creativity and human connection remain central to what visitors come here to experience. The opportunity is to use AI to make that experience even more meaningful,” he stressed.
The week will officially begin on Sunday, September 27, World Tourism Day, with a Thanksgiving Church Service at Faith Temple Assemblies of God in Montego Bay at 10:00 a.m. Throughout the week, full-page print and digital advertorials will showcase how the Ministry, its public bodies and tourism stakeholders are applying technology, innovation and AI across destination marketing, tourism services, workforce development and destination management. The programme will continue with a Speaker Series on September 28-29 and October 1-2 at selected Tourism Action Club (TAC) schools where tourism leaders, policymakers, technology experts and industry representatives will engage students in discussions on the opportunities, challenges and implications of AI and digital transformation for Jamaica’s tourism future.
On Wednesday, September 30, our young people will take centre stage at the Tourism AI Youth Forum. The annual forum will challenge students to explore how emerging technologies can be used to solve real tourism challenges and reshape the visitor experience. The programme will feature an AI Challenge, exhibitions, entertainment and engagement with tourism and technology experts.
To close out the week of activities, the Tourism Enhancement Fund (TEF), through the Jamaica Centre for Tourism Innovation (JCTI), will host the Hospitality & Tourism: AI in Tourism Workshop on Thursday, October 1. The workshop will feature concurrent sessions on AI’s implications for hospitality, workforce development, service excellence, education, skills and the future of work, alongside an Innovation Corridor showcasing technology companies offering solutions for tourism businesses.
“Even with AI and technology, we must never lose sight of the fact that tourism is about people connecting with people. The Ministry is therefore encouraging Jamaicans, tourism stakeholders and young people in particular to participate in the activities throughout the week and follow the Ministry’s social media channels @tourismja for updates and features,” Minister Bartlett said.
