I believe I have exhausted all the ways in which I can express the importance of tourism to Jamaica’s economy — from statistics to layman analogies.

Even then, I still believe tourism’s importance to us is understated. This is among the few statements I have made that go unchallenged and uncontested and this I attribute to a mutual understanding. In summary, I don’t need to stress it anymore because even my detractors are in agreement.

Now, what do we do with that information? The answer is simple; we do everything we can to maximise its socioeconomic potential. There is no all-encompassing solution or plan that rectifies every issue and it is okay to not have all the answers immediately. This initiative, or challenge, is one that we address incrementally.

A good start would be Government-devised programmes geared towards equipping our citizens with the interpersonal skills appropriate for handling tourists. These skills would include but are not limited to: verbal and non-verbal communication; the ability to handle conflict; teamwork; empathy; listening and a positive attitude.

In proposing this interpersonal skills training initiative, I became well aware of the challenges associated with it and the immediate questions that will tail this suggestion. As expected, the five W’s of where, when, why, what and who is ever-present; each of which I am prepared to address.

Where would we start this initiative? Where it makes the most sense, in the high tourist areas because these citizens are most often in direct contact with our tourists and in many cases determine the duration and quality of their stay and whether or not they return. Plus, launching this initiative in these areas grants us the quickest access to constructive feedback so we may amend our programmes to optimise potential.

When would be the most ideal starting point for this initiative and when do we expect to see financial gain? I believe any initiative that stands to benefit each and every citizen of Jamaica should be initiated immediately. Realistically, as soon as possible. Far too often we sit in limbo as imperfect beings and attempt to formulate perfect solutions. The ambition is correct, as we should aim for perfection, but it cannot be the goal before we move or else this plan will suffer the fate of many brilliant plans before it, stasis. As for financial gain, we would start seeing this immediately to indefinitely. Provided the skills acquired through training are applied, citizens should expect to see it reflected in our living standards and national development. However, those in immediate contact that offer goods and services to tourists should have a more tangible account of our progress.

Why should we subscribe to such an endeavour? The potential gain far outweighs our investment. There isn’t a single scenario in which acquiring more knowledge to better oneself could be to the detriment of the individual. Everyone is simply more comfortable with guarantees and I am no exception. The guarantee in this instance is that we will become significantly better hosts to our guests which would directly raise our tourism stock value.

Who would be in charge of putting this all together? Well, we do have a Ministry of Tourism and all the potential positive effects of this initiative will be reflected on this sector directly, so I believe it is only fair that this ministry assumes much of the responsibility. I am well aware that I am not in a position to delegate or distribute work to said ministry; however, I am prepared to lend any assistance my pallet allows and I believe this to be too promising for everyone to not be willing to do similar.

How do we get people to actually attend these sessions in order to reap the benefits without mandating it? The answer is simple, package it well and market it well and incentivise citizens to subscribe. In the same way, World Ventures and various entities like it have managed to assemble many thousand of Jamaicans in training sessions and seminars weekly.

Tourists want to visit our country and experience our culture but when they come, they are confined to resorts out of fear that they might be robbed and bombarded, should they leave the compound. Ironically, they are being robbed regardless; they are being robbed of the authentic Jamaican experience that they seek. Try as they might, resorts and tourist spots cannot offer much more than a simulation.

I can understand if the argument is safety, but it is a separate issue. Imagine how much safer it would be if our citizens knew the value of their own culture and how to monetise tourist interest. Imagine how much safer it would be for tourists if our citizens knew how to package parts of our culture and sell them to our salivating guests. Eventually, these areas would need less national security because the citizens would see the benefit of our guests and police each other.

I believe that we would have failed as elected leaders if we cannot sell our citizens a brighter future for all. If we are unable to rally support for something that is statistically and irrefutably to the benefit of every single citizen then we need not hold our titles as leaders.

I believe I have sufficiently answered the immediate questions about this initiative and I am prepared to answer any other in this regard. If you are dissatisfied with why, please be prepared to answer my “Why not?”

Hugh Graham is CEO of Paramount Trading Company Ltd, and Member of Parliament for St Catherine North Western.