MONTEGO BAY, Jamaica; Wednesday, September 24, 2025: Minister of Tourism, Hon. Edmund Bartlett has announced plans to fuel major expansion in the island’s vibrant tourism sector as the Ministry of Tourism seeks to boost Jamaica’s share of the lucrative global tourism market.

In a wide-ranging address to local and foreign media during a special Jamaica Product Exchange (JAPEX) 2025 media breakfast, at Jewel Grande Montego Bay Resort & Spa yesterday (September 23), Minister Bartlett articulated the overall strategy to build on the successes of the industry to date, and plans now in train to achieve robust growth.

Focus was placed on the critical areas of human capital development, boosting safety through destination assurance, expansion of the villa sector and enhancing the tourism product. He said the capacity of workers was being built “to enable them to have an environment that is conducive to productivity.” In that regard, Jamaica now requires investors developing 500 or more hotel rooms to also build housing for their workers.

Minister Bartlett said government was keen on building infrastructure to enable the carrying capacity for the sector “so that we don’t have a situation of over-tourism in Jamaica” because while it is desirable that tourists feel happy when they come here, “most of all we want our people to feel comfortable at all times to be the best host for our visitors when they arrive.”

He outlined plans to increase the number of airports locally, while enhancing existing ones, stressing that Jamaica was the first country in the Caribbean to have facial recognition at its airports to enable seamlessness. Minister Bartlett expressed that in light of ongoing strategic interventions by the government to boost national security: “Jamaica is now the safest destination in the Caribbean.”

Minister Bartlett posited however, that “all these things that I am talking about is not about tourist, it’s about the people of Jamaica because they must first be happy and comfortable so that our tourists can be happy and comfortable.” Mr. Bartlett was upbeat that “it’s a whole new and exciting moment for the development of Jamaica’s tourism sector.”

On the matter of investment, Minister Bartlett said 2,000 new rooms were currently under construction and ground is to be broken for another 3,000 rooms at a higher price point, with several new high-end brands being introduced. He added that Montego Bay is to have the first casino zone along the Elegant Corridor.

“We’re going to be zoning our country in a short while so that there are specific areas for specific zone activities. The South Coast around Treasure Beach will be zoned for low density villa type development throughout,” Minister Bartlett expressed. “We’re looking also at expanding the villa offerings as more and more high-end offerings are coming on stream,” he noted.

Additionally, a new destination will be established in the eastern parish of St. Thomas. Similarly, “we’re redefining Portland to make Port Antonio the high-end destination within Jamaica. We have moved already to realign the highway, we’re going to be making over a new township within the area and we’re going to be expanding the cruise facilities there and enable more boutique vessels to come into the Port Antonio area so as to build out again, the higher end of the cruise business,” he explained. Mr. Bartlett said the entire area from Oracabessa to Port Antonio is to be zoned for regular and high-end villas.

KINGSTON, Jamaica; Tuesday, September 23, 2025: Jamaica has secured its position as the Caribbean’s most connected destination, achieving record-breaking global linkages while advancing an ambitious agenda for inclusive and sustainable tourism growth.

With year-end arrivals projected at 4.5 million — comprising 3.1 million stopover visitors and 1.4 million cruise passengers — Jamaica now boasts direct connections to over 55 international gateways, strengthening its global reach and setting a new regional benchmark. This unprecedented connectivity is fuelling both visitor growth and broader economic development.

“Jamaica’s rapid expansion in airlift is more than just a milestone for tourism; it’s a catalyst for national transformation,” said Minister of Tourism, Hon. Edmund Bartlett. “Our vision is clear — tourism must work for all Jamaicans. These investments are creating opportunities for small businesses, communities, and workers, ensuring the benefits of growth are shared equitably across the island,” he added.

Speaking at a special Jamaica Product Exchange (JAPEX) 2025 media breakfast today (September 23), Minister Bartlett underscored that historic investments are underway to modernize Jamaica’s tourism backbone. The US$274 million Montego Bay Perimeter Road, now 60% complete, will relieve chronic congestion, open new corridors for commercial activity, and create smoother travel experiences for citizens and visitors alike.

Additionally, in partnership with the International Finance Corporation (IFC), Jamaica is expanding key segments of the North Coast Highway. This project will widen critical stretches from two to four lanes, improving access to premier destinations like Montego Bay and Ocho Rios and strengthening economic links between coastal communities.

“These landmark projects aren’t just roads — they are gateways to greater opportunity,” Bartlett emphasized. “By enhancing connectivity, we’re laying the foundation for tourism that drives jobs, investment, and shared prosperity,” he expressed.

Jamaica’s push for inclusivity extends beyond infrastructure to the very heart of the tourism workforce.

• More than 20,000 workers have been certified through the Jamaica Centre for Tourism Innovation, strengthening service standards and employability.

• The Tourism Workers Pension Scheme continues to expand, providing financial security for thousands of industry professionals.

• The Destination Assurance Framework and Strategy has been rolled out to ensure quality, safety, and accessibility across tourism offerings.

These initiatives are designed to make tourism a true engine of social mobility, providing tangible benefits for individuals and communities.

As Jamaica solidifies its standing as a global tourism leader, the country is positioning itself for sustainable growth well into the next decade. Upcoming projects and policies will focus on technology-driven services, green investments, and deeper community partnerships, ensuring that tourism remains resilient and inclusive.

“Connectivity is just the beginning,” Bartlett noted. “With every new flight, every new road, and every trained worker, we’re building a tourism industry that reflects Jamaica’s spirit — vibrant; world-class; and committed to shared success,” he explained. This initiative positions Jamaica not just as a destination to visit, but as a model for inclusive tourism development in the Caribbean and beyond. 

Hon. Tova Hamilton Joins Leadership Team as State Minister, Signalling Continuity and Renewal

KINGSTON, Jamaica; Monday, September 22, 2025: Jamaica’s tourism industry is entering a bold new era of record growth, global influence, and innovation as Hon. Edmund Bartlett begins his fourth term as Minister of Tourism. Joining him is Hon. Tova Hamilton, who steps into the role of State Minister, bringing new perspectives and energy to one of Jamaica’s most vital sectors. 

Minister Bartlett, Jamaica’s longest-serving tourism minister, having previously served from 2007–2012, 2016–2020, and 2020–2025, has overseen a period of unprecedented expansion. Since 2016, visitor arrivals have soared to historic highs, as in 2024 Jamaica welcomed some 2.9 million stopover visitors and 1.25 million cruise passengers, generating US$4.3 billion in earnings. These milestones have cemented tourism’s role as a cornerstone of the economy, directly benefiting local businesses and communities islandwide.

Momentum continues into 2025, with preliminary figures pointing to another record-breaking year as Jamaica remains on track to surpass last year’s earnings. This demonstrates the sector’s resilience and adaptability amid consequentially shifting global trends.

The timing of Minister Bartlett’s return is especially fitting, as it coincides with the observance of World Tourism Day (WTD) 2025 on September 27. Established by United Nations Tourism (UN Tourism), WTD highlights tourism’s impact on culture, communities, and economies worldwide. This year’s theme, “Tourism and Sustainable Transformation,” reflects the sector’s commitment to driving environmental protection, social equity, and economic resilience. 

“I am deeply honoured to once again serve the people of Jamaica as Minister of Tourism,” said Minister Bartlett.

“As we enter this new chapter, my focus is not only on maintaining our record-breaking performance but on ensuring that tourism’s success is felt in every community. Together, we will drive innovation, foster sustainability, and create opportunities that transform lives for generations to come.”

Hon. Tova Hamilton, an attorney-at-law with extensive experience in entertainment and tourism, brings a fresh perspective to the Ministry. As a former Deputy Executive Director at the Tourism Product Development Company (TPDCo), she has a deep understanding of both policy and practice. Her constituency of Trelawny Northern is one of the region’s leading cruise tourism destinations.

“Coming from a parish that thrives on tourism, I understand firsthand the sector’s power to change lives,” said Minister Hamilton. “I am ready to work alongside Minister Bartlett to position Jamaica as the premier world-class destination in the western hemisphere.”

Minister Bartlett praised the contributions of outgoing State Minister Hon. Delano Seiveright, noting that the transition reflects the Government’s commitment to both continuity and renewal in tourism governance.

“This new dispensation of leadership underscores the Government’s commitment to continuity and renewal in tourism governance, ensuring stability while introducing fresh perspectives to sustain Jamaica’s global competitiveness in the industry,” Bartlett added.

Looking ahead, Minister Bartlett’s first week back sets the pace for Jamaica’s tourism strategy, with activities designed to advance sustainable growth and deepen stakeholder engagement.  These include:

• Jamaica Product Exchange (JAPEX) 2025 – Jamaica’s premier tourism marketplace, connecting local suppliers, international buyers, and media partners to secure contracts, stimulate investment, and expand market reach for brand Jamaica.

• One Day Strategic Retreat – Senior Tourism leaders and technocrats gather to align public bodies activities, set priorities, accelerate flagship projects, and determine the best way to allocate resources to foster sustainable, inclusive tourism growth.

• World Tourism Day Youth Forum – Builds on the foundation of the Tourism Action Clubs by deepening youth engagement and fostering the next generation of tourism leaders dedicated to innovation and sustainability.

• Global Tourism Leadership Webinar – Positions Jamaica as a global voice in sustainable tourism, promoting international collaboration and best practices.

• Jamaica Bridal Expo – Showcases Jamaica as the Caribbean’s leading wedding and romance destination, fuelling growth in high-value niche markets.

As Jamaica steps into this new era of tourism leadership, the Ministry remains dedicated to building a globally competitive, sustainable sector that delivers prosperity and opportunities for all Jamaicans. 

MONTEGO BAY, Jamaica; Monday, September 22, 2025: Minister of Tourism, Hon. Edmund Bartlett has revealed that the island’s tourism sector is to be repositioned to ensure Jamaicans benefit from a greater share of the lucrative industry, while contributing to its growth over the next five years. Envisioning a renaissance of the sector, Minister Bartlett said the year ahead “is going to be a seminal year in which we are going to be seeing new approaches to tourism.”

This revelation was made as he addressed the opening event for the Jamaica Product Exchange (JAPEX) 2025 trade show at Harmony Beach Park Sunday night (September 21). The three-day event officially begins today at the Montego Bay Convention Centre with 160 buyers from across the major global tourism markets interfacing with Jamaican sellers of hotel rooms and attractions. 

On the cusp of achieving the strategic growth targets of five million visitors in five years and earning US$5 billion in his last term, Minister Bartlett said going forward: “We are going to be seeing new approaches to tourism; this year will see the widest level of consultation in tourism history that we will have as we seek to chart and look at the new path forward in this new era.”

He anticipates the next five years to be a period of “serious growth, development, inclusive tourism and a new vista for involvement of the local Jamaicans in the rich, lucrative and elongated value chain of tourism.”

The Minister noted that this 2030 goal is buoyed by the fact that “tourism has worked for us as a driver of the economy. We want it to work more for the people of Jamaica and so the new concept of ‘Local First’ will begin to be formulated within this era.” He said policies will be developed and legislative and regulatory arrangements put in place to enable it. 

Minister Bartlett expressed sincere appreciation to former Minister of State in the Ministry of Tourism, Hon. Delano Seiveright for having played “a pivotal role in repositioning tourism for us over the last nine and a half years.” Mr. Bartlett stressed that in his new role as Minister of State in the Ministry of Industry, Investment and Commerce, Mr. Seiveright is poised to play an even greater role in strengthening partnerships “and linking tourism; industry and commerce; agriculture and the creative industries together.” This, connection he said, will now begin to be fully realized “because it's a joined-up government that is going to enable us to see tourism not being an entity unto itself, as it is not, but as an integral part of a process that enables the connections of varying elements coming together in a seamless way to create a product with a price and a value.” 

Mr. Bartlett also welcomed the addition of Hon. Tova Hamilton, who now assumes the role of State Minister. “I am delighted to welcome State Minister Hamilton to the Ministry of Tourism in her new capacity. I look forward to working closely with her as we continue to advance Jamaica's tourism sector by driving sustainable development and inclusive growth for the benefit of our entire nation,” Bartlett expressed.

He told the JAPEX attendees that their partnership was going to make tourism more beneficial for the people of Jamaica than it has ever been in the history of the industry.

He asserted in looking at the new tourism landscape and where the new tourists will be coming from: “It is said that in the next 15 to 20 years, 1.5 billion more tourists are going to be traversing the world, adding to the 1.4 billion that we have now. So, we're talking about 10 years from now, 3 billion tourists will be travelling across the world” and “our job is to be right in the middle to say to them, there's only one place to go, and that is Jamaica.”

With that in mind, “our mission, therefore, is to develop the products around the passion points of our visitors, the reasons for them to travel. Let's make it happen right here in Jamaica.”

MONTEGO BAY, Jamaica; Monday, August 25, 2025: With the Caribbean being the most tourism-reliant region worldwide, where the industry contributes some 22% of gross domestic product (GDP), and supports 2.75 million jobs, Jamaica’s Minister of Tourism, Hon Edmund Bartlett says factors that threaten the sustainability of the industry must be tackled urgently.

At the same time, he is delighted that the region has been recovering from the disruptions brought on by the COVID-19 pandemic and adverse weather conditions. He told hundreds of travel advisors yesterday (August 24) that: “In 2024, the region saw a strong tourism rebound, with a 6.1% increase in international tourist arrivals compared to 2023, reaching 34.2 million. This also represented a 6.9% increase over pre-pandemic levels in 2019.” To underscore the impact, he pointed out that the region suffered a 65% decline in visitor arrivals in 2020. 

Giving an overview of tourism in the region in a keynote address at the 4th Annual American Society of Travel Advisors (ASTA) Caribbean Showcase, at Sandals South Coast, Minister Bartlett also pointed to the resilience of the industry, supported by the fact that “despite these challenges, the Caribbean achieved the fastest recovery of any region worldwide.”

That notwithstanding, Minister Bartlett is concerned that the region continues to face challenges. “Our tourism-reliant economies make us susceptible to internal and external shocks. We are more vulnerable to climate change and natural disasters, including rising sea levels, more frequent and intense hurricanes, and coral reef degradation,” he underscored. 

Other threats including geopolitical factors, ongoing instability in key source markets, as well as high costs and limited intra-regional travel options have also been underlined by Minister Bartlett as threats to regional tourism, as he issued a call that: “We must confront sustainable tourism practices more urgently than ever before.”

Noting that several ministers of tourism were attending the ASTA gathering, he said essentially, “the Caribbean’s strength lies in its unity” and by working together with harmonized policies, “we can enhance connectivity, standardize quality across the region, and create seamless travel experiences that encourage visitors to explore multiple islands, unlocking new opportunities for growth and cultural exchange.”

Among the other ministers of tourism in attendance were Deputy Prime Minister of St Lucia, Hon Dr. Ernest Hilaire; Hon G.P. Ian Gooding-Edghill of Barbados; Hon Carlos James of St Vincent & the Grenadines and Hon Adrian Thomas from Grenada. Minister Bartlett said their presence “demonstrated a unique spirit of cooperation, moving us from competition to ‘copetition’ within the region.” He said COVID-19 had taught a lesson that “we compete at our own peril and we ‘copete’ at our own glory; we become better, stronger if we ‘copete’ moving forward.”

Over US$3.5 Billion In Premium Tourism Developments In Last Three Months

MONTEGO BAY, Jamaica, Thursday, August 14, 2025:  As Jamaica’s pivot toward the luxury tourism market gains momentum, Minister of Tourism, Hon. Edmund Bartlett is reinforcing his strong commitment to a policy that ensures local communities directly benefit from these new developments.

He expressed delight that the government has been attracting premium investments, with groundbreaking ceremonies for over US$3.5 billion in tourism developments in the last three months alone. While not disclosing specifics, he mentioned he had just finalized discussions on two more "mega billion-dollar investments."

One of these new projects will be in Paradise, Westmoreland. According to Minister Bartlett, it will likely be Jamaica's most luxurious resort, featuring brand names that will be revealed at a later date. "We've finished talking, with just one little matter to close, and by next week, we'll be able to announce it," he stated.

Minister Bartlett declared, “This is the new Jamaica; this is the new tourism that is going to drive another element of value added to enable jobs at another level, with remunerations at another level. But the more important aspect of it is that it is going to create demand at another level for goods and services to be provided by our Jamaicans.”

It is within that context that Minister Bartlett informed that “a policy determination labelled ‘Local First’ will characterize our new arrangement with all our potential visitors that come to Jamaica but more so our investors. We are going to require of them to partner with communities.”

This disclosure was made at a ceremony celebrating the completion of phase one of the Vista Montego Bay Resort and the groundbreaking for phase two. Situated on Jimmy Cliff Boulevard, the US$100 million investment will include a 468-room complex across three towers and additional buildings with commercial amenities, including restaurants and retail shops.

The Vista Montego Bay Resort is being built on the former Miranda Hill hotel site, which was later renamed Vista Ambassador by its owner, the late Constantine Hines. The current development is a partnership between Hines's company, C&H Property Ltd., and Money Masters Real Estate Investment Fund (MM REIF).

Chairman of Vista Montego Bay Resort Development, Dean Burrowes, pointed out that it was a Jamaican company, owned and operated by Jamaican professionals and managers. “This makes us proud as we showcase our abilities, which are comparable to any other development anywhere in the world.” He expressed that on completion, it will be a landmark. “It will be one of the most impressive and prestigious resort properties in the Montego Bay municipality.”

Montego Bay's Mayor, Councillor Richard Vernon, also spoke at the ceremony, acknowledging the local attendees and their contributions. He praised the development as a sign that the city is “moving in the right direction to ensure that we invest in our own country.”

He said the development “embodies the spirit of progress, elegance and sustainability that defines our vision for the future,” noting that it encompasses five thoughtfully designed buildings, eco-smart architecture and lifestyle amenities that rival global standards.” Mayor Vernon also expressed that “this development dovetails seamlessly with other urban renewal strategies to build a Montego Bay that is resilient, inclusive and globally admired.”

MONTEGO BAY, Jamaica, Tuesday, August 12, 2025: With construction of Jamaica’s most elaborate resort development about to take off, Minister of Tourism, Hon. Edmund Bartlett has hailed plans for the US$700 million, 1,200-room Moon Palace The Grand as “a partnership made in heaven.”

Features of the development were given at yesterday’s groundbreaking ceremony for the 33-storey ultra-modern hotel by Chief Executive Officer (CEO) of Palace Resorts, Gibran Chapur.

Upon completion, The Grand resort will employ 3,000 people to take care of 1,200 luxurious suites, including overwater bungalows, with more than 13 speciality restaurants, a unique waterpark and the largest spa in the country.  According to Mr. Chapur, “It will set a new benchmark for hospitality in the Caribbean, while honouring the culture and spirit of Jamaica.”

Mr. Chapur said the approximately J$112 billion “is not just an investment in hotels, it is an investment in the future of Jamaica, its people and its tourism industry.

The Mexican family investment will also provide 500 staff apartments on 28 acres of land opposite the resort, development of the Success public beach for the community and support for Minister Bartlett’s legacy project of a new innovative town in Barrett Town.

Elaborating on plans for the new town, Minister Bartlett said the overall development of The Grand was in keeping with Government’s outlook “that tourism must not just be an economic activity that becomes extractive, but that tourism must become inclusive and must be embracing of the communities that are around.”

He said the tourism innovation township would be “a truly integrated development arrangement which allows for the circular economy to be realized in the space where the community around feeds into tourism and tourism feeds back into the community.” 

The John Rollins Success Primary School will be expanded to include Jamaica’s first tourism early childhood incubator, the Barrett Town Clinic replaced by a Comprehensive Health Centre, the police station relocated to a much larger facility in the new town and the current site converted into a maintenance academy training workers to maintain the tourism plant.

The proposed new town will feature a commercial centre, fire-fighting services, and a modernized community park with upgraded sports facilities. Additionally, to build human capital, the Moon Palace Foundation is offering four scholarships for students pursuing a medical degree at the University of the West Indies.

Taking into account former cane lands stretching from Barrett Town to Cinnamon Hill, Minister Bartlett envisages an expansion of the tourism supply chain to impact the community “so that we can have backyard gardens that are producing fresh fruits and vegetables to be sold across the sector.”

Terming the plan, “An exciting piece of transformation that is changing the way tourism is going to be practiced in Jamaica,” Minister Bartlett said cottage industries would be established with the people of Lilliput, Barrett Town, Grange Pen, Rhyne Park and Spot Valley making sheets, pillowcases, blankets and towels, candles and sundry other items to meet the needs of the industry.

KINGSTON, Jamaica; Thursday, July 24, 2025: Minister of Tourism, Hon. Edmund Bartlett has hailed the move by investors to forge ahead with the long-awaited Harmony Cove Development in Trelawny, as a strong vote of confidence in Jamaica’s booming tourism sector.

The US$1-billion project will provide world-class luxury accommodation with 1,000 rooms and a full-service casino, as well as a host of amenities, including a championship Tiger Woods-designed golf course, a Justin Timberlake-developed entertainment venue, and a wide array of beach and marine activities.

While addressing the ribbon-cutting ceremony in Trelawny earlier this week, Minister Bartlett expressed that: “This Harmony Cove Development stands as a powerful testament to the unwavering confidence that investors have in Jamaica’s tourism industry and the overall economic climate. In a global marketplace where investment capital can flow anywhere, the decision of the Tavistock Group to commit substantial resources to this project speaks volumes about Jamaica’s reputation as a premier investment destination.” 

He explained that the strong investor confidence being witnessed is the fruit of painstaking effort to create a favourable environment. “This vote of confidence is not by accident. It is the result of the Government's steadfast commitment to creating a business-friendly environment, maintaining economic stability and fostering public-private partnerships that benefit all stakeholders,” Minister Bartlett emphasised.

“This ceremonial event marks the culmination of years of meticulous planning. It represents the planting of seeds that will grow into a transformative addition to our tourism landscape, creating ripples throughout our economy,” he underscored.

Minister Bartlett highlighted that the mega integrated resort project is set to transform 2,300 acres of Trelawny's stunning coastline into a world-class destination. 

He believes the project will be a game-changer within the tourism sector and will benefit numerous local suppliers, while driving employment. “The economic impact of Harmony Cove will extend far beyond these grounds. While this project will employ thousands of Jamaicans, the true multiplier effect lies in the linkages this development will create throughout our economy,” Mr. Bartlett asserted. 

“From construction materials to furnishings, from food supplies to transportation services, Harmony Cove opens doors for local manufacturers, farmers, artisans, and service providers to participate in and benefit from tourism growth. These linkages represent the real economic power of tourism development, creating sustainable livelihoods across multiple sectors and strengthening our economic resilience,” Minister Bartlett added. 

MONTEGO BAY, Jamaica; Monday, July 21, 2025: As Jamaica braces for a significant increase in visitor arrivals over the next five years, Minister of Tourism Hon. Edmund Bartlett has given notice that embracing technology will be a key factor to the industry’s development.

With global travel on target to double over the next five years, Minister Bartlett has pointed to the pivotal role of technology in the developmental process. “The new technology in aviation is creating a whole new opportunity for larger and more significantly competent and efficient equipment: bigger planes, flying higher, carrying more passengers, moving beyond the speed of sound, crossing waters zillions of miles within hours,” he advanced.

His remarks were made at a Digicel Business Hospitality forum attended by senior executives in the hotel sector at the Montego Bay Convention Centre recently, where he contended that “over the last decade, two powerful forces have converged, the timeless human desire to explore our world and the unprecedented technological revolution reshaping how we fulfil that desire.”

As he shared insights into how digital transformation is changing the tourism industry and reimagining it entirely, Minister Bartlett highlighted four critical dimensions in which he said, the travel landscape has been upended: How destinations connect with potential visitors; how traveller expectations and behaviours are evolving; how vacation experiences are delivered; and, how technology enables more sustainable and inclusive tourism development.

“The significance of the tourism industry to Jamaica’s economy cannot be overstated. Much like the Caribbean, tourism is both our economic engine and a vibrant expression of our culture,” he stated, and as Minister of Tourism, “I firmly believe that embracing digital transformation is essential to keeping Jamaica a leading and competitive destination.” 

He underlined that government’s commitment to empowering the hospitality sector with the tools to thrive was unwavering. Commending Digicel Business “for the significant investment, and collaboration in shaping a truly digitally innovative future for Jamaica,” Minister Bartlett said the Business Hospitality Event “exemplifies the critical partnerships needed to achieve this vision, showcasing how advanced connectivity, robust infrastructure, and dedicated support can profoundly enhance our guests’ experience and drive the operational efficiencies that are vital for our hotels, resorts, attractions and restaurants.”

“Tourism in Jamaica understands this, and we understand that we have to reimagine our human capital development programme. We recognize that we have to embrace the knowledge age as the driver for the experiences that will evolve in time to what may very well become the age of wisdom,” Minister Bartlett added.

He expounded that: “Digital technology is not just a boost for our tourism product; it is absolutely essential for the growth and sustainability of our largest industry.” He further stated: “Technology profoundly shapes everything in tourism – from creating new products and developing business strategies to creating truly unforgettable visitor experiences. For Jamaica, integrating technology into our tourism ecosystem is a strategic must-do. It is how we reinvent our offerings and solidify our competitive edge in the global marketplace.”

Jamaica’s destination marketing efforts are now being data driven as technology has provided the opportunity for the examination and understanding of travellers profiles, to investigate their cultures and to gain a greater insight into what value is being obtained for money spent.

“It is reshaping how experiences are developed, and secondly, it is redefining the psychographic profile of the market,” he said. Recognizing that people travel to fulfil their passions, Mr. Bartlett said being able to create products around these passion points to satisfy those desires is what attracts visitors, and Jamaica was succeeding “because we understand the consumption patterns of the tourists.”