Tourism Minister to Chair the 38th Plenary Session of the UNWTO Affiliate Members

KINGSTON, Jamaica; September 22, 2016:  In an effort to better tap into new markets and emerging markets, Minister of Tourism Hon. Edmund Bartlett leaves the island today (September 22, 2016) for Chengdu, China where he will attend the 22^nd World Route Development Forum.

“We are taking strategic steps to ensure that we achieve our goal of attracting five million visitors by 2021. Arranging adequate airlift is paramount to achieving this. While in China, we will be interfacing with key travel partners that operate all across the globe. So, we will use the opportunity to focus on concretizing new route arrangements and to have connectivity from the emerging markets which are crucial to driving growth.  We will also be continuing our discussions regarding developing a multi-destination arrangement with China,” said Minister Bartlett.

The Minister also disclosed that his Ministry will be working in collaboration with GAP (Grupo Aeroportuario del Pacifico), the operators of the Sangster International Airport, towards developing new routes.

“We want to develop routes from Tijuana to Montego Bay as well as Cancun to Montego Bay. We are also, hoping to have Air Madagascar operate starting this winter, coming out of France which will connect us to the Eastern side of Europe,” the Minister explained.  

The Minister will then travel to London to attend the inaugural Jamaica Trade Market trade event. “I think this show is a very significant development for us, as this is the first time that Jamaica is going to be establishing a trade fair on its own to attract European tour operators and businesses. That will go a long way in continuing the growth pattern out of Europe that we have been enjoying over the last few years,” he said.

While in London, he will also meet with key stakeholders as a strategic approach to ease the potential impact Brexit will have on the Jamaican tourism industry.

“We recognize that fallout from Brexit is going to be real and we have to move proactively to bolster our partnerships — particularly within our Diaspora — so as to enable a minimize the impact to be had in Jamaica,” he said.

“I recall how we managed in the recession, when the British market fell by 20% in the Caribbean. But for Jamaica, we fell only by 1%.  It took us a little while to get back to growth rate but fortunately for us, by 2014 we were back to the levels that we were in 2010.  So with this approach we will be mitigating against any massive fallout,” explained Minister Bartlett.

The Minister will later travel to Yerevan, Armenia, where in his capacity as Chairman of the United Nations World Tourism Organization’s (UNWTO) Board of Affiliate Members, he will chair the 38th Plenary Session of the UNWTO Affiliate Members. 

“This meeting is significant as it will be held at a crucial time in the development of tourism, which is dealing with numerous exogenous shocks including seismic economic changes and terror, which have heightened uncertainty and invite serious consideration on possible solutions. Tourism has a pivotal role to play in tackling these global problems seeing it is one of the most inclusive and resilient sectors in the world,” Minister Bartlett explained.  

While in China and London, Minister Bartlett will be accompanied by the Director of Tourism, Mr. Paul Pennicook. He is expected to return to the island on October 7, 2016.

MONTEGO BAY, Jamaica; Wednesday, September 22, 2016: The Tourism Enhancement Fund (TEF) has committed $1 billion to provide well needed loans to small and medium-sized tourism enterprises (SMTEs) to boost the sustainable growth of the industry.

A Memorandum of Understanding (MOU) for the EXIM Bank to administer the revolving loan scheme and make disbursements to successful applicants was signed on September 21, 2016 with the TEF at the Hilton Beach Resort & Spa.

Minister of Tourism, Hon. Edmund Bartlett outlined that the money “is to provide well needed banking support to SMTEs and those companies which play a part in the tourism value chain.”

Operators in the SMTE sector will be able to access from a minimum of $5 million up to $25 million at 5% interest for five years. However, EXIM Bank will consider viable projects that might require more than the ceiling.  The rate of interest for any such project will be slightly higher.

Minister Bartlett said there was a need for the tourism sector to have its “discreet lending institution that responds to the needs of tourism” and this initiative was setting the foundation for fulfilling a plan which he first mooted earlier this year at a Tourism Linkages Speed Networking event, for a bank dedicated to the sector. It will be modelled off the Dominican Republic’s Banco Popular.

In an open invitation to Jamaicans to get on board the tourism value chain, Minister Bartlett cited the need for locals to take charge of production and services to meet the consumption patterns of today’s travellers and enable greater retention of the tourism dollar. “I am determined that on my watch tourism will not relegate itself into being a plantation; we are going to be an industry owned by the people,” he declared.

“You merely need to have an idea that can be converted to material value with a price because the consumption pattern is about people’s passions” which have no limit, he said.

While tourism remained the largest and fastest growing enterprise in the world, Mr. Bartlett pointed out that it was dominated by small and medium-sized tourism entities. “These SMTEs contribute significantly to the authenticity and quality of the tourism experience and there’s little doubt that these businesses play a significant role in destination competitiveness,” he stated.

Although individually these business employ few people, Minister Bartlett said “collectively the employment generated by SMTEs reliant on visitor spend can be highly significant.” Further, he added, “these SMTEs encourage visitors to spend in local communities, thus stimulating the multiplier effect.”

Mr. Bartlett said because of the critical inter-dependence between tourism and SMTEs, “providing access to financing to enable these enterprises to capitalize on business opportunities and so participate in the supply chain that the sector generates, is essential. It also helps to foster the development of a more inclusive tourism industry that not only benefits our visitors but Jamaicans too.”

The $1 billion will be disbursed to the EXIM Bank in tranches with $500 million being made available in the first instance. The revolving loan facility received endorsement from the Jamaica Hotel and Tourist Association (JHTA).

KINGSTON, Jamaica; September 19, 2016: Minister of Tourism, Hon. Edmund Bartlett joined thousands of volunteers, who participated in this year’s staging of International Coastal Cleanup (ICC) Day, at 140 sites across the island on Saturday September 17, 2016.
The initiative, which is coordinated across the world by the Ocean Conservancy in Texas, is an exercise aimed at building global environmental awareness. It is organized locally by the Jamaica Environment Trust (JET) with much support from the Tourism Enhancement Fund (TEF), who has been the primary donor for the event since 2008. 

“ICC is a significant day globally that should signal that we are in breach of our stewardship. It should take us to another dimension of our own responsibility, to guard and protect this heritage, which is the basis of our own survival as a people. So, we in tourism have taken a very proactive role in this regard, and we feel very strongly about the need to protect and preserve the environment, for the continued existence and growth of the country’s tourism product,” stated Minister Bartlett.

“We have been spending a lot on taking care of our environment. Within the last five years over a billion dollars has been invested in marine and coastal projects as a part of the sustainability mandate that we have.  In the case of ICC, we have spent $94.5 million already and we are going to continue the programme with them in this context with the wider Spruce Up Jamaica Programme that we are going to be launching shortly,” said Minister Bartlett.

International Coastal Cleanup is a fraction of the Ministry of Tourism’s partnership with JET through the Tourism Enhancement Fund, to protect the environment. In 2014, the Ministry expanded its commitment with a Clean Coasts Project, which received J$34.5 million and another J$60 million in 2015 in funding from the TEF. The project includes environmental education for adults and children along with practical strategies for tackling poor solid waste management and marine debris in Jamaica.

OCHO RIOS, JAMAICA; SUNDAY, SEPTEMBER 18, 2016: Jamaica last night captured the lion’s share of accolades in the 23rd Annual World Travel Awards (WTA) for the Caribbean and North America and stamped its mark as the leading destination in the region.

Minister of Tourism, Hon. Edmund Bartlett complemented the several awards received by Jamaica by himself being bestowed the unique award of the “Caribbean’s Leading Personality for Outstanding Services to Tourism.”

The WTA’s citation to Minister Bartlett singled him out as “an individual who has worked tirelessly to advance the hospitality industry here in Jamaica.” It noted that he has been recognized for his wide expertise and accomplishments in the political arena, and “has given over 35 years of service in the Senate and the House of Representatives.”

Mr. Bartlett was first appointed Minister of Tourism in 2007 and again in 2016 and, according to the citation, “in recent years he has represented Jamaica internationally and currently chairs the Board of Affiliate Members of the United Nations World Tourism Organization.” 

Reacting to his award, Minister Bartlett admitted, “it’s a humbling experience” for him. He added, “humbling because what it says is that the efforts of others that you have been able to reflect must not be assumed to be yours.”

He dedicated his award to the people of Jamaica, Chairman of the Jamaica Tourist Board, John Lynch who has given 45 years of outstanding service to the tourism industry, Permanent Secretary in the Ministry of Tourism, Jennifer Griffith, “the ministers that have passed and the entire team within the Ministry and its agencies, both past and present, who have all contributed so much to building Jamaica and to set the stage and on whose shoulders I have stood to achieve this prestigious award. And so I say to my past colleagues and friends, thank you very much.”

Amidst the glitz and glamour at the black-tie gala at Sandals Ochi Beach Resort, Minister Bartlett led a high-profiled team of ministry executives on stage to receive the prestigious award for Jamaica as the “Caribbean’s Leading Destination.”

Counted among the recipients of top awards, the Jamaica Tourist Board (JTB) was named the “Caribbean’s Leading Tourist Board” while Jamaica also emerged the “Caribbean’s Leading Cruise Destination” as well as the Caribbean’s Best Spa Destination.

Jamaica was also recognized for having the Caribbean’s Leading Cruise Port (Ocho Rios), the Caribbean's Leading Home Port (Montego Bay), the Caribbean’s Leading Airport (Sangster International Airport), and the Caribbean’s Leading Meetings & Conference Centre (Montego Bay Convention Centre).
While noting that the awards signalled that Jamaica was doing well, Minister Bartlett said, “it is not a sufficient position which will allow us to sit on our laurels because there are a number of awards that we didn’t win tonight and it means that Jamaica has some work to do to be able to win these other awards.”
In commending the local tourism entities which also won awards, Minister Bartlett stressed that, “what we have seen here is a statement that we are on track but it is also a motivation to go further to cop the other awards to make Jamaica the most outstanding destination in the Caribbean in all categories of experience.”

OCHO RIOS, St Ann; Jamaica, September 19, 2016: Minister of Tourism Hon. Edmund Bartlett says Jamaica is now on track to become one of the world’s major gastronomy destinations.

He said gastronomy is a $150 billion dollar business across the world, which Jamaica has already targeted as part of plans to improve the country's earnings from the tourism sector.

Minister Bartlett noted that “Jamaican food, Jamaican rum and Jamaican music are all critical ingredients in the building out of this gastronomy experience” and he described the opening of Usain Bolt’s Tracks and Records in Ocho Rios as “a significant step towards achieving this target”.
The Tourism Minister was speaking at the official opening of the first franchise of Usain Bolt’s Tracks and Records at the New Pineapple Shopping Centre, Pineapple Place, Ocho Rios, recently. Tracks and Records is a Jamaican-themed sports-entertainment restaurant and bar.

Declaring that Jamaica is now ready to take on the world, Minister Bartlett said that “the important fusion of music, food, sports and entertainment makes this country an irresistible destination.”  He pointed out that an enterprise team led by former President of the Jamaica Hotel and Tourist  Association (JHTA), Nicola Madden-Greig  has been doing very well in this area and is about to roll out a significant product which will put Jamaica on the map as a gastronomy centre.

Minister Bartlett said he expects Tracks and Records to grow significantly and, as it grows, the brand recognition of Jamaica will definitely improve. He praised the owners of the new franchise Marsha and Joshua Jahmnani for their strong expression of confidence and encouraged other business people to follow their example.       

Sports Icon and owner of the Tracks and Records brand Hon. Usain Bolt was full of praise for his business partners, the K L E group, for helping to create this brand and he promised to take the franchise across the globe.         

Speaking of the importance of having a Tracks and Records franchise in Ocho Rios, Marsha Jahmnani said “each week we see thousands of tourists coming into the ports, all with a strong desire to experience Jamaica. They all know about Usain Bolt, are interested in our music , our food and overall culture; so having a Usain Bolt’s Tracks and Records here in  Ocho Rios, will allow us to cater to all those interests.”
 

KINGSTON, Jamaica; March 8, 2016: On the heels of yesterday’s official swearing in of members of the new cabinet, the newly appointed Minister of Tourism, Hon Edmund Bartlett, hit the ground running on his first day in office today (March 8). The Minister, who arrived at approximately 10:00 a.m., took the opportunity to personally greet each member of staff at the New Kingston offices of the Ministry and its agencies and outlined the expectations of each division and entity under the new administration.

The series of meetings facilitated warm interaction between the Minister and staff members as he marked a happy return to the Ministry, and the discussions set the tone for the sector moving forward.

The Minister noted that in keeping with the manifesto outlined by the government, where prosperity and growth are key goals, the tourism industry will be instrumental in achieving growth targets. Mr. Bartlett, who previously served as Tourism Minister from 2007-2011, expressed pleasure at returning to the Ministry for a second stint. He stated that in the upcoming weeks, the Ministry of Tourism and its agencies would have to be carefully examined and key strategies employed to effectively meet new objectives.

“In this new dispensation growth is the mantra. Economic growth and development are the centrepieces of the new administration’s thrust. Tourism has to play a critical and vital role in this regard.  We have to go beyond the two and three percent growth we’ve had over the years and get into double digit growth,” he said.

In doing so, he noted that the Ministry would focus on driving economic returns to the industry and earning more. “So we have to look at value added, greater partnerships with stakeholders, and driving new investments,” said Minister Bartlett.

In addition to the growth agenda, special attention will also be given to building human capital within tourism, the improvement of attractions and the positioning of Kingston as an ideal destination.
“We must diversify and expand the range of products that are offered. You won’t get the build-up in arrivals unless you give the people what they want,” said Mr. Bartlett. “Tourism is really about marketing to the passion points of the people.  We have to build around those passions so as to drive the demographics that are required to get the earnings that the economy needs,” he added.

The Minister emphasized that he has seen a lot of positive work being done within the industry over the years. However, he urged members of staff to note that a lot more can be done to ensure that the industry realizes its full potential.

“I am prepared to continue to build on the good work that has been done. The good thing about it is that tourism, over time, has had a succession of good work. Each administration seems to have built on the successes of the past but this one has to be different,” stated Minister Bartlett.

MONTEGO BAY, Jamaica, March 14, 2016: Minister of Tourism Hon Edmund Bartlett has challenged the Tourism Product Development Company (TPDCo) and leaders of key subsectors of the industry to raise standards and maintain integrity within the sector.

The Minister issued his charge recently as he embarked on a series of stakeholder meetings with subsector groups to outline the way forward, with the emphasis being on growth.

Following a meeting with the Jamaica Hotel and Tourist Association in Kingston, on Thursday March 10, Minister Bartlett then met with members of staff of the Jamaica Tourist Board (JTB) and TPDCo at the regional office in Montego Bay on Friday, March 11. He then engaged in dialogue with stakeholders from the attractions, ground transportation, and the craft sub-sectors at the Montego Bay Convention Centre and heard their concerns.

To the TPDCo staff he said, “your job is to ensure the integrity of the product. Destination Jamaica has to be managed and in managing it we have to look at the critical touch points that have to be in pristine condition at all times because when the visitor comes he leaves whatever he has in his own country and he is at your mercy and your whim. He is here to enjoy the product in a safe environment so that he can move around seamlessly and freely and that there will not be any negative repercussions.”

With the country enjoying an enviable 42 percent rate of repeat business, Minister Bartlett argued that attracting the other 58 percent could not be as hard as it may seem. “I believe it has been made to look that hard because we have not done enough to market and satisfy the passions of the people,” he said.

Noting that price was hardly a concern for people who travel to fulfill their passions, Mr. Bartlett said “our job is to identify these passion points and then to build the product around them.” He stressed that standards must be at the highest level and charged TPDCo to be “the centre of the integrity of the product,” seeing to the management of quality assurance, which, he said, “was what makes a quality destination.”

Mr. Bartlett, who is doing a second tour of duty as Tourism Minister, underscored that the opportunities were enormous and “the truth is tourism is the only industry over which Jamaica has both competitive and good comparative advantage in the world market,” adding that, “we do things better in tourism than anywhere else” and the country’s most iconic attraction, our people, is the greatest pull.

MONTEGO BAY, St James, Jamaica, March 24, 2016: In the aftermath of the third Tourism Linkages Speed Networking Event participants from various sectors including entertainment and construction are hailing the event as a major success. This as the participants emphasize that the event, which was held recently, has opened doors for well-needed business opportunities.

The event was hosted by the Tourism Linkages Hub in partnership with the Jamaica Hotel and Tourist Association (JHTA), the Jamaica Manufacturers’ Association (JMA), Rural Agricultural Development Authority (RADA) and other entities at the Hilton Rose Hall Resort and Spa, St. James.

The Tourism Linkages Hub puts producers of Jamaican goods and services in direct contact with operators in the tourism sector with the aim of getting more locally made products into hotels and other entities within the sector. While agriculture and manufacturing took the spotlight at the first Speed Networking event, this year providers of entertainment and construction goods and services, had the opportunity to meet with tourism decision-makers.

For Chief Executive Officer of Cleopatra’s Collections, Cleopatra Charles, “the linkage is excellent.”  She has long wanted to supply the hotel sector with her fashion creations and now “we are meeting people who we never dreamed of meeting as it was hard to get to them at the different hotels.”

Renowned fashion designer Earl ‘Biggy’ Turner, well known in the entertainment industry for his popular Biggy Fashions, also attended for the first time and was satisfied that “I’ve met a lot of the hotel representatives and I received good, positive response; it’s for me now to go back and package what it is I’m expecting to sell them, which is fashion to complement the music.”

Benjamin Hodura, Vice President of Marketing at Isratech Jamaica Limited, which provides irrigation systems as well as water treatment and energy solutions, was also thankful for the exposure the event provided for his company. He said “the event was good and we made some good connections. We stayed the entire day and met with everyone and made the best of it.”

Simone Harris, Executive Director of 360 Artistes an arts management agency, was very pleased with the reception she received at the speed networking event which she was attending for the first time.
She says, “I think this is an absolutely great opportunity for the creative industries, for the price. I mean, if I was to try to meet with all these buyers here I couldn’t afford it, not in time and in money; this is a great opportunity to sit face to face with the people who make the decisions about entertainment in their properties.”

Ms. Harris holds the view that the facilitation provided by the Tourism Linkages Hub gives an opportunity to change the perception that local performers are not welcome by the hotel sector. “We spend a lot of time complaining but this is the opportunity to make a change; stop complaining, make a change,” she says.

KINGSTON, Jamaica; April 4, 2016:  Minister of Tourism Hon. Edmund Bartlett will travel to the United States today (April 4, 2016) to attend several important meetings with strategic tourism partners, including representatives of the Jamaica Tourist Board’s advertising agency, in New York and New Jersey. 

This is the latest in a series of stakeholder meetings that the newly appointed Minister of Tourism has been engaged in since taking office last month. Thus far, Minister Bartlett has met with key tourism groups including the Jamaica Hotel and Tourist Association (JHTA), Red Cap Porters Association, leaders of the attractions and ground transportation subsectors and employees of the Ministry and its agencies across the island.

He has indicated that in his meetings with overseas tourism stakeholders he will be placing special focus on driving new markets and forging new partnerships. “We have to look at the existing markets that we have in the United States, Canada and Europe, and we have to drive those to higher levels. The outputs of these markets have to be significantly more, simply because they have the capacity to deliver more for us,” said Minister Bartlett.

Minister Bartlett is being accompanied by Director of Tourism Paul Pennicook.  He returns to the island on Friday April 8, 2016.

MONTEGO BAY, St.  James, Jamaica, March 21, 2016: Minister of Tourism, Hon. Edmund Bartlett does not believe the changing tide in relations between the United States of America and Cuba threatens Jamaica’s tourism market. His comments come as US President Barack Obama makes his historic trip to Cuba.

With North America, in particular the US being Jamaica’s largest tourism market, Minister Bartlett has asserted, “the United States market is a big market, so the people who quarrel about Cuba, tell them this minister does not fear any destination anywhere at all because the markets that we are both competing in are huge and lucrative markets.”

The minister made his position known as he addressed Red Cap Porters at the Sangster International Airport on the weekend. Minister Bartlett said Jamaica’s share of the US market hovered at about two percent and even if Cuba got five percent there was still a large portion to draw from; “so why am I worrying about Cuba? I must go do my job… That’s what I have to say to all those who are skittish and nervous.”
However, he reiterated, the strategy being employed was one of developing partnerships with Cuba playing a role. “What I want to do is to develop synergies with partners, and Cuba is going to be a big partner because we are in something called the Northern Caribbean Space where tourism in the northern Caribbean is the largest block of tourists in the entire Caribbean area,” he stated.

He said the islands of the region accounted for 70 percent of tourists to the Caribbean, “there are therefore opportunities for joint activities and multi destination activities and we’re going to pursue that, so rather than fear them we’re going to join them and were going to explore this as we exploit the resources of the Northern Caribbean space.”

He told the Red Cap Porters that they were important partners and had a stake in selling the experience of “Destination Jamaica”. They were implored to learn other languages in order to communicate more effectively with non-English-speaking visitors.

President of the Montego Bay Airport Red Cap Porters Association, Levi Smith suggested that the membership be included on fam-trips being undertaken by the Jamaica Tourist Board to gain experience in dealing with foreigners and to market themselves as part of the product.

He said the association welcomed the plans outlined by Minister Bartlett for growth in tourism and the benefits to be derived by tourism workers to improve their economic and social status.