KINGSTON, Jamaica; March 10; 2021: In keeping with national COVID-19 protocols, the Tourism Enhancement Fund (TEF), through its Tourism Linkages Network division, will be hosting the highly anticipated Jamaica Blue Mountain Coffee Festival in a virtual format, on Saturday, March 13, 2021.

Tourism Minister, Edmund Bartlett, in endorsing the festival, noted that “the Jamaica Blue Mountain Coffee Festival presents an opportunity to celebrate Jamaica’s rich tradition of coffee cultivation, while supporting the continued expansion of the industry.”  

“Though we will be operating virtually this year, the festival still affords important interaction between producers and consumers that should prove beneficial to those businesses and communities, where the local people in particular, are anxious for the return of tourists exploring the cultural environment of the ordinary Jamaican,” he added.

The festival, which began in 2018, traditionally happens over a three-day period and sees thousands of patrons flocking to New Castle, St. Andrew to enjoy coffee products, entertainment, nature and culture. However, due to restrictions under the Disaster Risk Management Act, to reduce the spread of COVID-19, the decision was taken to host the event virtually this year.

“This virtual staging of the Jamaica Blue Mountain Coffee Festival is beneficial because it will also facilitate much wider reach, as social media streaming enables the participation of Jamaicans in the Diaspora and other members of the international audience. We therefore encourage you to tune in with your family and friends for what promises to be a truly unforgettable experience,” said Bartlett.

This year's event will be livestreamed on the Ministry of Tourism’s social media pages - Facebook: @tourismja, YouTube: @MinistryofTourismJA; TEF’s social media pages: @tefjamaica; as well as the festival’s Facebook, YouTube and Instagram pages: @jamaicacoffeefest beginning at 10 a.m. It will include engaging conversations about coffee, cooking demonstrations, the annual Barista competition, and pulsating entertainment.

This annual event is billed as Jamaica's flagship coffee festival, and typically offers an immersive experience from farm to cup, and even plate, while demonstrating Jamaica's rich tradition of coffee production in the Blue Mountain region.

It also forms part of the Ministry of Tourism's strategic objective to leverage gastronomy tourism as a medium for diversifying the Jamaican tourism product.

KINGSTON, Jamaica; March 8, 2021: Tourism Minister, Hon. Edmund Bartlett has outlined that the latest initiative by the Tourism Enhancement Fund (TEF), through its Tourism Linkages Network division, to host a virtual gastronomy forum series, will aid in preparing the culinary industry for the rebound of the tourism sector, in the aftermath of the COVID-19 pandemic.

Minister Bartlett lauded the initiative as he addressed the first session in the highly anticipated series recently. The forum focused on the topic: Gastronomy Tourism as part of the New Normal of Living with COVID-19.

The forum series will focus on food related topics and seeks to offer valuable information to the target audience, which includes: chefs, caterers, academia, agriculture stakeholders, restaurateurs and tour operators, with the aim of connecting the ecosystems and linking start-ups and existing businesses along the gastronomy tourism value chain.

“The presentations and information being offered to you our valued stakeholders, have been carefully packaged to prepare all of us for the way forward. As I’ve said before, it will not be business as usual and as much as our record of offering great hospitality stands, everyone is going to have to perform even better,” Bartlett expressed.

The upcoming sessions in the series will be held on March 9, focusing on: Innovation in Gastronomy – A Look into Innovative Gastronomy Businesses Across Jamaica; March 16, on the topic: Seasoning the Talent – How to Attract and Retain the Right Talent; March 19, exploring the topic: Social Media and Digital Marketing; and March 23, examining the issue: Standing Out from the Crowd: Developing a Destination Restaurant Experience.

“I have no doubt that the participants have a lot to gain over the next few weeks from this series. So, in five tightly packed sessions, you will be getting information at the highest level to refresh the minds of those who already know and open up new thinking for those who did not know,” said Minister Bartlett.

Other panelists in the first forum included Minister of Agriculture and Fisheries, Hon. Floyd Green, Director of Tourism, Donovan White and officer in the Department of Tourism Intelligence and Competitiveness at the United Nations World Tourism Organization (UNWTO), Michel Julian. The moderator for the session was Chair of the Gastronomy Network, Nicola Madden-Greig.

This forum series, which will air live on the social media pages of the TEF, is just one of the many initiatives being implemented by the Ministry of Tourism and its agencies, to use the downturn caused by the pandemic to enhance, diversify and reset the sector to ensure its recovery and ultimate success in the post-COVID-19 era. It was also outlined that persons who miss the live sessions can access video recordings of the discussions, which are available via the @tefjamaica YouTube and Facebook accounts.

Minister Bartlett noted that food tourism will be a critical pillar in the diversification of the industry as it seeks to rebound. “The strength of this industry is still around food.  In fact 42% of expenditures of visitors internationally is on food. So, let’s get it right and build our capacity to respond to this great demand and in so doing leave behind the most delightful aspect of every experience a visitor has – the  culinary genius of our people,” said Bartlett.

KINGSTON, Jamaica; March 1, 2021:  Tourism Minister, Edmund Bartlett has extended heartfelt congratulations to the management and staff of Jakes Hotel in Treasure Beach, St. Elizabeth after the property was listed among the top family vacation spots globally by luxury and lifestyle travel magazine, Condé Nast Traveller, and also named among the best boutique hotels in the Caribbean by the Daily Telegraph.

Jakes Hotel was recently named among the top nine family vacation spots worldwide by Condé Nast, which said its “winsome draw comes from the cheery painted houses decorated with bright fabrics and seashells.” The workers at the hotel were also described as “gorgeous staff who are not just friendly but also fascinating, telling stories about the island’s sporting history.” 

Meanwhile, British newspaper the Daily Telegraph also listed Jakes Hotel as one of the five best boutique bolt-holes in the Caribbean. The newspaper described the hotel as an “offbeat hideaway” that has a “lovely, raffish charm and a cool vibe on Treasure Beach.”

Minister Bartlett extended congratulations to Jakes Hotel’s Chairman, Jason Henzell on the accolades, which he says will help to promote Jamaica as the destination of choice.

“I would like to congratulate Jason and his hardworking team at Jakes on receiving these important accolades. Like many other hoteliers and tourism partners, I know that his team has faced significant challenges because of the pandemic. It is therefore heartening to see that since re-opening last June, the world’s focus is on Treasure Beach and by extension Jamaica,” said Minister Bartlett.

Mr. Bartlett added that: “Jamaica is still the ideal destination for much-needed relaxation, thanks to the wonderful work being done by our tourism stakeholders, including Jason and his team at Jakes, who are ensuring a memorable experience, which is safe, seamless and secure for all locals and visitors alike.”

Among the other properties listed by Condé Nast are Islas Secas, Panama; Sujan Jawai, India; Playa Grande Beach Club, Dominican Republic and Patrick’s Lodge, Senegal.

The other properties included in the Telegraph’s listing are Golden Rock Inn, Nevis; Little Arches, Barbados; True Blue Bay, Grenada and Villa Marie, St. Barts.

KINGSTON, Jamaica; February 25, 2021: Minister of Tourism, Edmund Bartlett has called for a fair and united approach to the global distribution of COVID-19 vaccines, amid growing criticism worldwide, that advanced countries are hoarding supplies of vaccines, while poor countries are not being given access to the life-saving medication. This he feels further threatens the economic recovery of tourism dependent states and the global economy overall.

Minister Bartlett vented his concerns while speaking yesterday, during the latest instalment in the Edmund Bartlett lecture series, hosted virtually by the Global Tourism Resilience and Crisis Management Centre. The highly anticipated session was held under the theme: Restarting Economies Through Tourism: Vaccine Politics, Global Priorities and Destination Realities. 

While welcoming the roll-out of COVID-19 vaccines globally, Minister Bartlett lamented that “there is great disparity in the global distribution of vaccines. The picture that is emerging is that advanced countries appear to be largely rejecting a united approach in favour of reinforcing inequalities on the basis of national citizenship.”

Minister Bartlett emphasised that “while the US and mostly other wealthy nations have begun to intensely vaccinate their citizens against COVID-19, generally, developing countries, home to billions of people, have yet to even receive vaccine supplies. In fact, nearly 130 countries had not yet delivered a single dose of vaccine to their combined population of 2.5 billion people. The current inequitable distribution of vaccines also means a greater risk of mutations that defy existing vaccines.”

He maintains that the implications of this approach are dire. The Minister explained that with more than 45 million confirmed cases and more than one million deaths, countries and territories throughout the Americas, particularly the poorest among them, are experiencing an unprecedented health, economic and social crisis.

“Tourism-dependent economies have lost 12 % of their GDP compared to global economic contraction of 4.4 %.  Tourism export revenues were down globally between US$ 910 billion to US$ 1.2 trillion in 2020. Between 100-120 million jobs in travel and tourism were sacrificed in 2020,” Bartlett added.

He outlined that tourism is the engine of growth in the Caribbean and its prolonged disruption spells catastrophe. “Our economies are badly bleeding and need to be thrown a lifeline. The current situation facing these economies, as well as others across the world’s developing regions, can only be described as a humanitarian crisis,” Bartlett expressed.

In pointing to the solution to the problem, Minister Bartlett said “access to vaccination among these countries needs to be improved rapidly. We cannot afford to politicize responses to the crisis at hand.  I am thus using this opportunity to urge that we prioritize tourism-dependent economies for vaccination.” 

He also expressed deep concern at the relatively slow pace of vaccination across the globe, which further compounds the situation. “At the current rate of daily global vaccination, approximately 6.53 million doses, it will take roughly 5 years to cover 75% of the population with a two-dose vaccine, according to Bloomberg research. This current lethargic pace has to be dramatically hastened, as global economic recovery efforts cannot wait five years, especially among the worst affected economies,” Minister Bartlett said.

Minister Bartlett Welcomes Heartfelt Apology

KINGSTON, Jamaica; February 16, 2021:  Chief Executive Officer of JetBlue Airways, Robin Hayes, issued a personal apology to the Jamaican Government and the people of Jamaica earlier today, following the recent controversial actions of one of the company’s employees. Mr. Hayes conveyed his sentiments during a phone call with Tourism Minister, Edmund Bartlett, who has welcomed the apology.

“I was very heartened by the discussion I had with Mr. Hayes earlier today. His apology to our Prime Minister; the Government; members of the tourism team and the people of Jamaica, for the concern and frustration the incident has caused, was well received. We know that the actions of the employee are in no way a reflection of the standards of Jetblue,” said Bartlett.

“We look forward to strengthening our relationship with the airline moving forward, as JetBlue remains a valued tourism partner,” he added.

“Jamaica remains a premier destination and we will continue to provide the world class service and tourism product, which have allowed Jamaica to become the destination of choice for millions of visitors from across the globe. We will also continue to work along with Jetblue and all our other committed tourism partners in building brand Jamaica,” Minister Bartlett expressed.

During the discussions, it was also highlighted that the crewmember has been suspended while the company continues its investigation. 

KINGSTON, Jamaica; February 15, 2021:  Tourism Minister, Edmund Bartlett is calling on private sector interests to take greater advantage of the growing rum tourism niche market, in order to generate higher growth rates in both visitor arrivals and earnings for Jamaica, in the post-COVID-19 era.

“Rum tourism is on the rise as a growing number of travellers make distilleries and rum festivals central to their holiday itineraries, and Jamaica has an excellent rum product – premium brands and historic distilleries. Taking greater advantage of this trend will allow us to generate higher growth rates in both visitor arrivals and earnings,” said Bartlett.

“It is an opportunity for us to tap into that part of the international market that is excited about rum consumption, and plays perfectly into Jamaica’s strength as a global leader in premium rums,” he added.

“Down the road, when the pandemic is behind us and travel restrictions lifted, I would like to see the creation of a thematic rum route that takes visitors on a sensory journey to all of the island’s distilleries, where they can immerse themselves in our fascinating rum heritage while enjoying our award-winning spirits,” Mr. Bartlett expressed. 

Minister Bartlett also believes that the rum tourism offering can be marketed as a multi-destination experience that would allow travellers to enjoy “Havana Club in Cuba, Mount Gay Eclipse Gold in Barbados, and our world-famous Appleton right here in Jamaica. The Caribbean is widely recognized as the birthplace of rum; let us use this to our advantage.”

The Minister was speaking recently during the virtual launch of the third staging of the Jamaica Rum Festival, which is slated to take place on March 27. Appleton Estate will be staging the annual event in partnership with the Jamaica Tourist Board (JTB) and the Tourism Enhancement Fund (TEF).

The Jamaica Rum Festival event will be staged digitally this year, in adherence to COVID-19 protocols and will include trade education seminars, entertainment, virtual rum tours and exhibits.

“By pivoting to the digital space, we get to share Jamaica’s excellence in rum, food, art and music with a much larger global audience of rum enthusiasts, producers and industry professionals. I am sure many overseas patrons watching online will be enticed to come here as soon as possible for a taste of Jamaica’s rum culture,” said Minister Bartlett.

Bartlett Leads Regional Discussion on Action Plan for the Recovery of Travel Industry

KINGSTON, Jamaica; February 12, 2021: Tourism Minister, Hon Edmund Bartlett yesterday chaired the third meeting of a high-level Organization of American States (OAS) Working Group that is currently developing an action plan, for the recovery of the cruise and airline industries, which have been negatively impacted by the COVID-19 pandemic. 

“Recovery should be focused on tapping into existing resiliency practices, including long-term national development plans, and devising innovative strategies to improve resilience in these industries and the wider travel and tourism sector,” said Bartlett.

He also shared a detailed 3-step plan, which included ensuring that the industries are protocol compliant; restore customer confidence to attract the new Generation C (Gen C) market; and increase sharing of technology and information across borders.

Expounding on the strategy for destinations, airlines and cruise to be protocol-compliant and ready to welcome customers, Minister Bartlett said “there are opportunities, notwithstanding the difference in operations and destinations, for synergies in effective science-based protocols that restore the safety, security and seamlessness in travel and stays for tourists.”

He noted that once the industries are protocol-compliant, robust marketing campaigns should then be implemented.

“More strategic and sensitive marketing campaigns to acknowledge the global shift and to offer a well needed escape will be key… Multi-destination agreements and arrangements can also be used to provide greater value to the traveller, particularly travellers from long haul destinations, could be considered,” he said.

The working group is one of four, which were announced during the second special session of the Organization of American States (OAS) Inter-American Committee on Tourism (CITUR) held on August 14, 2020, to facilitate the effective and timely recovery of the travel and tourism sectors.

The first meeting of the Bartlett-Chaired group took place on December 10, 2020 with representatives from various international bodies and countries in the region, including Chile, Colombia, Ecuador, El Salvador, Guyana, Honduras, Peru and St. Vincent and the Grenadines.

The Organization of American States is the premier regional forum for political discussion, policy analysis and decision-making in Western Hemisphere affairs. It dates back to the First International Conference of American States, held in Washington, D.C., from October 1889 to April 1890.

KINGSTON, Jamaica; February 09, 2021: Tourism Minister, Edmund Bartlett has lauded Marriott and Sunwing Travel Group on their new marketing deal, which will double Marriott’s all-inclusive portfolio, including properties in countries such as Jamaica and Costa Rica. Minister Bartlett welcomed the agreement, which he believes is a significant show of confidence in the full recovery of the regional tourism industry in the Caribbean and Central America.

Under this new arrangement, 19 of Sunwing’s 44 resorts in Mexico and the Caribbean, including Planet Hollywood and Royalton hotels, will join Marriott’s Autograph Collection brand in the first quarter of 2021.

“I would like to congratulate Marriott and the Sunwing Group on their ground-breaking marketing deal, which will undoubtedly have a positive impact on tourism in Jamaica, and other destinations within the Caribbean and Central America,” Minister Bartlett said.

“This show of confidence in the region is an indication that these large tourism players expect to see a significant increase in travel to our respective destinations. It also highlights the confidence tourism partners have in Jamaica and the All Inclusive product, that even in the midst of the COVID-19 pandemic, they are willing to undertake deals involving properties in Jamaica and other destinations,” added Mr. Bartlett.

He underscored that “Jamaica stands to benefit greatly from this deal, as the Royalton properties located on the island will now be marketed to a larger customer base, including the 145 million members of Marriott’s Bonvoy loyalty program.”

“We look forward to welcoming a large number of visitors who will undoubtedly select Jamaica as their destination of choice, through this marketing arrangement. The Ministry of Tourism and its agencies will continue, with the support of our stakeholders, to build out an infrastructure that enables visitors to enjoy an experience that is safe, seamless and secure,” said the Minister.

Marriott said the move would double its presence in the all-inclusive segment to 33 properties by 2025 and would specifically affect hotels in Mexico, Dominican Republic, Jamaica and Costa Rica, as well as St. Lucia and Antigua. It was also outlined that under the agreement Sunwing retains ownership of the hotels.

WORTHY PARK, St Catherine, Jamaica; Monday, February 8, 2021: Minister of Tourism, Edmund Bartlett has revealed that steps are currently being taken to ‘reset’ the tourism sector to ensure that it benefits even more Jamaicans and fuels greater economic growth, whenever the sector rebounds from the impact of COVID-19. Mr. Bartlett adds that the Ministry of Tourism has embarked upon a series of consultations with key stakeholders, aimed at maximizing the opportunity to reorganize the local tourism industry.

“I think that this is a good moment for Jamaica to really reset tourism so that we become a more inclusive industry, and the flow-through effect on the economy that tourism has the capacity to provide, is then realized,” said Minister Bartlett.

Mr. Bartlett outlined that the tourism ministry is currently in dialogue with JAMPRO regarding the initiative, adding that he has also had discussions with his colleague, Minister without portfolio in the Ministry of Economic Growth and Job Creation, Senator Aubyn Hill. Minister Bartlett noted that the discussions are intended “to look at how we start that whole arrangement, first of all to have an analysis of the supply side and then the demand side.”

In resetting the tourism industry, Minister Bartlett said after making a determination on what is required to satisfy demand and supply, “the next move will be to the financial and technical markets and we acquire that technology and we bring that to bear, to enable us to create that capability.”

He said the downturn created by the COVID-19 pandemic had provided the opportunity to give the global tourism industry a new start and to take it to a higher level than where it was, having peaked at a 60 percent occupancy rate for some countries but not Jamaica.

“This is the opportunity for us to do that. I want to continue this debate and in fact I am going to have a paper done on this reset of the tourism industry and we begin to talk with our partners so that there’s an understanding of what needs to be done in the next six months or so, as we try to reposition tourism as a true driver of the economy and as a means by which a far greater number of our Jamaican people will realize their true potential,” said Minister Bartlett.

Mr. Bartlett’s disclosure of the latest tourism initiative was made following an extensive tour of the 350-year-old Worthy Park Estate, which has developed a tour that adds to Destination Jamaica’s product offering and has been appealing to both locals and visitors.

Commenting on the Worthy Park Rum Tour, Mr. Bartlett described it as “a first class tour.” It covers all aspects of the process that goes into producing some of Jamaica’s finest rums for the local and export markets, from the sprawling cane fields spanning 10,000 acres, through distillery and aging.

Minister Bartlett said tours like these were a big part of the tourism product “because people come to fulfil their passions and they have passion points relating to all sorts of activities in life, and certainly rums and spirits have been a huge part of the consumption pattern of visitors for many centuries.” He stated that the three most consumed liquids worldwide were water, coffee and rum, in that order.

With rum accounting for 65 percent of alcoholic based liquids consumed: “A rum tour with a Jamaican rum experience provides an opportunity for us to tap into that part of the market that is excited by rum consumption,” said Minister Bartlett.

It was outlined that the rum tour had a soft opening prior to the onset of the pandemic and welcomed some 1,000 tourists, and since reopening in May has been seeing mostly locals. Mr. Bartlett, accompanied by Director of the Tourism Linkages Network, Mrs. Carolyn McDonald-Riley, was escorted on the tour by Managing Director and CEO of Worthy Park, Gordon Clarke and members of his team.

FALMOUTH, Trelawny, Jamaica; February 2, 2021: Minister of Tourism, Edmund Bartlett has revealed that more than 60 small and medium sized entrepreneurs are set to reap economic benefits whenever normalcy returns to the tourism sector, as they are slated to secure coveted shop spaces at the modern artisan village being created in Falmouth, Trelawny.

He said work was ongoing with various partners to bring back tourism to the Georgian town as quickly as possible and it is anticipated that when cruise shipping returns the pioneer tenants will be in place to offer a unique experience.

The Ministry of Tourism, through the Tourism Enhancement Fund (TEF), is covering the construction cost for the Artisan Village and Minister Bartlett was recently updated on its progress during a visit with a technical team. The construction is being overseen by the Port Authority of Jamaica (PAJ) on whose property it is being built, in close proximity to the Falmouth Cruise Ship Pier.

The $750 million earmarked for the artisan village programme is providing 64 shops and facilities for food and entertainment as well as artisans at work. Mr. Bartlett believes “it is an investment well worth it. It will be the first of its kind in the English-speaking Caribbean and is going to enable us to have space for production and marketing, with a mix of cultural assets that Jamaica has, to be presented to the visitors when they come here.”

“It is very important that we have artisans here so that when the visitors come, they can have a design that they give to an artisan, proceed on their tour and on their return collect a truly authentic finished product to take onboard the ship with them,” said Minister Bartlett.

He sees this as a good marketing tool with visitors leaving with an authentic piece of Jamaica that will serve as a lasting symbol of their visit, while creating a desire among family and friends to also enjoy the unique experience that the destination provides.

“We want to be an integral part of that experience that is transmissible to the wider world through the people who come with items of jewelry, fashion and craft that will be made at the village and shown to a wider audience when they are worn by the purchasers, or presented as gifts,” he stated.

Despite the COVID-19 pandemic causing some disruption in the construction industry, early imposition of safety protocols allowed for work to continue on site, but at a slower pace to ensure conformity.

The artisan village will carry a theme as “we’re making this into a really iconic attraction by itself,” said Minister Bartlett who outlined that “we are pulling on our culture, focusing on the history of the Falmouth area by characterizing its myths and storylines.”

While small and medium entrepreneurs will occupy the facility, management is also seen as an important factor. Minister Bartlett said “we’re going to go to the market for good managers for the project overall” as the government expects it to be properly and effectively managed and not go to waste. He expects that the tenants will also manage their areas effectively and grow their businesses.