ST JAMES, Jamaica (JIS) — Minister of Tourism Edmund Bartlett says the establishment of Destination Assurance Committees (DACs) in resort areas, will ensure high-quality standards in the delivery of the country’s tourism product.

Speaking at the first meeting of the Negril Destination Assurance Committee held at the Couples Swept Sway Resort in Negril, on Thursday,  Bartlett said Jamaica’s tourism product must be of the highest level, in order for the destination to remain attractive in the marketplace.

“The aim of our partnership is to improve the standards and physical infrastructure of Negril and engage with citizens to ensure that your town and Jamaica are viewed as favorable to visitors, facilitating growth in the sector,” he stated.

The Negril Committee comprises representatives of organisations including the Negril Green Island Area Local Planning Authority; the Jamaica Fire Brigade; Jamaica Constabulary Force (JCF); the National Solid Waste Management Authority (NSWMA); the Municipal Corporation for the parish and the Office of Disaster Preparedness and Emergency Management (ODPEM), among others.

Bartlett said the DAC will ensure that the industry becomes a powerful catalyst for improving the socio-economic conditions of everyone.

“Our focus is to reposition tourism to generate higher growth rates in both visitor arrivals and earnings. To accomplish this growth imperative, we must ensure that all aspects of the product are right and that we can truly deliver on what we promise when we market Jamaica,” he stated.

Meanwhile, the Tourism Minister charged the Negril DAC to take their responsibility seriously, ensuring that visitors to that resort town enjoy a safe, secure and seamless vacation.

“The Destination Managers in the Tourism Product Development Company (TPDCo) will be the link between your DAC and the resort’s tourism stakeholders. In this way, we can stay on top of the needs of the industry and monitor the progress of the developmental efforts,” Bartlett stated.

The Negril DAC is chaired by Elaine Allen- Bradley and will meet once a month.