AT the start of 2009, Jamaica faced perhaps its most challenging year in the history of tourism. The global economic crisis was beginning to hit the island, especially the tourist industry. Americans and others were holding back on their travel overseas and saving to meet the worst.

For Jamaica any downturn in tourism would have a serious effect on the economy because tourism contributes 5.6 per cent to the gross domestic product. It keeps over 10 per cent of the population employed: 80,000 direct jobs and over 270,000 indirect jobs. It is the country’s leading foreign exchange earner and supports the production of farm supplies and the entertainment industry. Any significant fall in the tourist industry, as happened in other countries because of the global economic crisis, could have had a devastating effect on Jamaica.

However, Edmund Bartlett, the tenacious minister of tourism, was not about to make that happen. He mobilised and inspired the tourism sector in a magnificent campaign to ensure that Jamaica would hold its place in the world tourism market. He had a strong team behind him: Jamaica Tourist Board chairman John Lynch, Jamaica Hotel and Tourist Association president Wayne Cummings and Jamaica Association of Villas and Apartments head Vana Taylor.

It was a tough struggle last tourist season with hotels forced to offer a 30 to 65 per cent discounted rate. But in spite of all this, Jamaica has already pulled in US$1.533 billion for the period January to October this year compared to the US$1.539 billion earned for all of last year. Jamaica welcomed 1.767 million visitors last year and there is great expectation that this number will be exceeded this year.

Indeed, the winter tourist season from December 2009 to April 20l0 offers Jamaica the opportunity to build on the 4 per cent increase in visitor arrivals that was recorded up to early December 2009. The International Monetary Fund confirmed Jamaica as the foremost Caribbean tourism destination, having the greatest number of visitor arrivals for 2009. Jamaica’s visitor arrivals reflect an increase of 3.4 per cent, ahead of 3.l per cent for Cuba. The two countries are the only ones in the English-, Spanish- and Dutch-speaking Caribbean to record any growth in tourism arrivals in 2009. Jamaica’s tourism emerged winner of the 16th Annual World Travel Award. The country’s performance as a destination and its attractions and tourism infrastructure were officially recognised with a total of 16 awards.

The recognition included Jamaica as the Caribbean’s leading destination, the region’s leading tourist board — the Jamaica Tourist Board; the leading marketing campaign, leading airline — Air Jamaica; the Caribbean’s leading cruise destination, leading airport — Sangster International Airport, and the leading beach — Montego Bay.

Jamaica’s responses to international competition and the global economic crisis fall within the philosophical framework expressed by Bartlett. Dubbed “The New Tourism”, the concept features short- and long-term measurable objectives, which culminate in tangible cultural and economic benefits for the tourist, provider of the tourism experience and the host country. Bartlett’s approach to the development of tourism is founded on three pillars: marketing, product development and investment.

For his outstanding performance in tourism, Bartlett is this column’s Man of the Year. He had stiff competition from Usain Bolt, Jamaican sprinter who ruled the world again this year in the 100 metres and 200 metres, and Christopher Tufton, minister of agriculture, who brought a new dimension to agricultural development.

Bartlett, a marketing professional, has been named Man of the Year because of the critical part tourism plays in the economy and the stamp it makes on the lives of so many people. He has also made a mark internationally and was elected earlier to the executive council of the United Nations World Tourism Organisation, the leading organisation in the field of tourism.

The minister says the build-up of the winter tourist season offers an opportunity to exceed the employment that was suspended or terminated, because of the downturn in the world’s economy. The jobs of over 800 people directly employed in the sector were affected in this way, but tourism interests were upbeat about the restoration of the employment potential. Sandals Whitehouse in Westmoreland and Iberostar Beach in St James have been re-opened. These two hotels alone will provide employment for more than 600 people. Then there is the addition of 700 new rooms with the completion of Secrets Hotel and 643 additional rooms at Palmyra in St James.

Cummings, the JHTA president, says Bartlett’s contribution to the development of tourism has been remarkable, especially from the perspective of marketing at a time when the country is experiencing great difficulty in the period of the world economic crisis. He described Bartlett as the hardest-working tourism minister Jamaica has ever seen, with a passion for the success of the industry and the country.