Thanksgiving Church Service Kickstarts Tourism Awareness Week 2026
MONTEGO BAY, Jamaica; Monday, September 28, 2026: Minister of Tourism, Hon. Edmund Bartlett, has stressed that artificial intelligence and other digital technology are being used to strategically transform Jamaica’s tourism sector. This as the Ministry of Tourism, its public bodies and industry stakeholders, joined global partners in marking the annual UN-Tourism backed World Tourism Day (WTD), with a thanksgiving church service yesterday (September 27).
The service also officially kick-started Tourism Awareness Week (TAW) 2026, being observed from September 27 to October 3, under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism,” in keeping with the theme selected by UN Tourism for WTD.
In a message read by Permanent Secretary in the Ministry of Tourism, Jennifer Griffith, Minister Bartlett said the ministry was “actively leveraging AI and digital technology to modernise the sector through key initiatives such as real-time concierges, deploying multilingual digital concierges, and structured content to optimise visitor bookings, as well as predictive analytics.”
Also, centralised data dashboards are being used to sharpen marketing focus and anticipate trends in the sector while “workforce upskilling, driving training through AI-powered programmes and specialised AI clinics for local small businesses” are being pursued.
Being aware of potential threats, such as hurricanes, Minister Bartlett emphasised that advanced technologies are being leveraged via the Global Tourism Resilience & Crisis Management Centre (GTRCMC) to anticipate and tackle disruptions. He stressed that: “Embracing this digital agenda helps us to future-proof our tourism industry while keeping a firm focus on protecting our environment and preserving our local culture.”
Minister Bartlett has invited all stakeholders – government, private sector, communities, and visitors alike, to champion this transformation while celebrating the contribution and benefits of tourism during the week. “Together, we can harness innovation to rethink what tourism can be - an industry that uplifts communities, safeguards our heritage and builds a more sustainable, inclusive, and prosperous future for all,” he said.
