Minister of Tourism Edmund Bartlett is leading a strong marketing blitz in Brazil as part of efforts to increase arrivals and earnings from the lucrative Latin American (LATAM) market. The marketing mission will include high-level talks with Brazilian Minister of Tourism Celso Sabino, aimed at strengthening tourism ties between the two countries.

The LATAM region has more than 600 million people and represents one of the largest source markets for Jamaica to capitalise on.

Bartlett has set a target of attracting 250,000 visitors over the next five years. With more airlift out of the region, starting with LATAM Airlines resuming direct flights to Montego Bay out of Lima in December, the minister expects a boost for Jamaica’s tourism.

“Brazil and the Latin American region remain of strategic importance to Jamaica’s tourism growth, and we have been aggressively targeting this market to ensure consistent and seamless travel and provide the authentic experiences Jamaica is known for. The aim of this mission is to look at ways to strengthen our tourism ties which will be mutually beneficial to both countries,” said Bartlett.

Discussions will also look at building tourism resilience through a memorandum of understanding (MOU) between the Global Tourism Resilience and Crisis Management Centre in Kingston, and the Ministry of Tourism of the Federative Government of Brazil. Under the MOU, both parties will strive to develop cooperation projects aimed at developing resilient tourism, especially the adoption of actions that guarantee efficient crisis management and prompt response to disasters in the tourism sector.

Some of the key areas of collaboration will include climate resilience in tourism; entrepreneurial tourism resilience; tourism security resilience; and tourism pandemic resilience.

“We cannot look at tourism growth seriously without including strategies to build resilience. We see every day the vulnerability of our tourism product and must collaborate to ensure the future proofing of our beloved industry,” added Bartlett.

In the meantime Donovan White, director of tourism, who is part of the delegation in Brazil, said, “Jamaica is ready to welcome more visitors from the LATAM region and has all the varied authentic experiences, from our food to music, to make them fall in love with the island and want to come back”.

Bartlett is slated to return to the island on Thursday.