KINGSTON, Jamaica – Tourism Minister Edmund Bartlett says Jamaica must leverage its rich cultural heritage through the performing arts to enhance and diversify the tourism product.

He noted that while the island’s natural attractions have been drawing visitors for decades “it is time to recognise the untapped potential lying within the realms of the performing arts”.

“The country has witnessed a global shift in travel preferences to more experiential tourism, which is reshaping the way people explore and engage with destinations. This trend goes beyond traditional sightseeing and has moved to immersive and authentic experiences that connect travellers with local cultures, cuisines, and activities,” Bartlett pointed out.

He said the performing arts sector has a major role to play in both entertainment and culture, and the tourism sector stands to benefit tremendously from the output.

Bartlett’s remarks were delivered by Jamaica Tourist Board (JTB) Regional Director, Odette Dyer, at First Dance Studios’ 10th anniversary media launch held recently at the S Hotel in St James.

A performing arts school based in Montego Bay, First Dance Studios offers classes to students of all ages in a variety of dance styles as well as music, acting, modelling and gymnastics.

The school’s mission is to add to the cultural retention of Jamaica and provide opportunities for future employment in the arts for young people in the western end of the island.

The minister commended First Dance Studios on its 10th anniversary milestone.

“It not only signifies a decade of artistic excellence but also highlights the significant impact this institution has had on the arts landscape in western Jamaica,” he noted.

-JIS