THE Ministry of Tourism, through its Linkages Network, is encouraging the tourism sector to make greater use of technology to enhance guest experience.

On July 13, the Knowledge Network of the Tourism Linkages Network partnered with Digicel Business to host “Smart Destination Jamaica: A Preview of the Latest Technology in Tourism”, a think tank and forum that discussed and demonstrated some of the latest technological trends being employed in the hospitality industry.

The four-hour event, which was held at the Montego Bay Convention Centre, attracted nearly 350 participants from tourism and allied sectors.

According to a release from the Ministry of Tourism, the participants were given an insight into how managed technology can boost guest satisfaction and provide management with data-driven marketing tools by high-tech service providers HP Aruba, Avaya, Buddy, and Digicel.

Delivering the keynote address, Minister of Tourism Edmund Bartlett underscored the importance of technology as a driving force in knowledge and innovation, which have been changing the way in which business models are being conducted and “changing the way in which we understand things”.

Bartlett said that the event was intended “to look at how the technologies have been impacting tourism and what it is going to mean for the architecture that will emerge in the tourism space”.

He lauded the initiative as a bold step, by the Knowledge Network, to bring the players and purveyors together with stakeholders who are deeply interested in uniting the values the technology will bring to help make Jamaica’s tourism remain fashionable and relevant.

The Knowledge Network is chaired by Digicel Jamaica Chief Executive Officer David Butler.

Bartlett also addressed the need for Jamaica to enable the concept of “smart destination, innovation for tourism development and management” as a key area in redefining tourism in a profound way.

“ICT has become an enabler for sustainable development globally and, as the world’s natural resources become more and more finite, we can use ICT to de-materialise the economy,” he said.

He added that this would mean moving away from a business model that is based on products and things, and towards a business model based on service.

Regarding the use of apps to benefit the tourist industry, he referred to the link with the agricultural sector as an example of what is being pursued, and noted the intention to use funding support to provide assistance to the small farmers to be able to access an app so that connectivity can be achieved anywhere in Jamaica where there is supply.

In the meantime, Chairman of the Tourism Linkages Network Adam Stewart noted that with 94 per cent of today’s travellers requiring WiFi, the service must be seen as a must in all areas of a hotel.

There was also consensus on the need to use information available on guests to improve the visitor experience and also increase both guest room revenues and ancillary room revenues.

The Knowledge Network is one of five networks implemented by the Ministry of Tourism to further diversify the island’s tourism product and secure higher yields per visitor, while building a competitive industry and creating more jobs for Jamaicans, the release said. The other networks are gastronomy, shopping, sports, and entertainment and health and wellness.