MINISTER of Tourism Edmund Bartlett is confident that Jamaica’s tourism sector is set for continued expansion as global travel surges toward 1.5 billion travellers by the end of this year.

Addressing the 63rd annual general meeting of Jamaica Hotel and Tourist Association (JHTA) last Saturday, Bartlett outlined several strategies aimed at ensuring that Jamaica remains a top destination and continues to experience growth in the competitive global tourism market.

Bartlett urged local tourism partners to be innovative and adaptive to emerging trends as he argued that Jamaica must prepare for the rising wave of travellers by building the necessary capacity and offering superior service.

“The issue is where these travellers will come from and where they will go. Our challenge is to create the capacity within Jamaica to benefit from this growing activity,” said Bartlett as he pointed to the resilience of the tourism sector, which he highlighted continues to outpace general economic growth globally, growing at a rate of three per cent annually over the past 30 years.

“On our shoulders rests the economic fortunes of our country,” declared Bartlett as he highlighted the vital role of tourism in Jamaica’s economy.

However, Bartlett cautioned that Jamaica must stay innovative in response to the evolving global landscape.

“We have to be nimble, adaptive, and responsive to ensure that the growth we had after COVID isn’t erased by the deluge of disruptions that came with the recovery,” said Bartlett as he encouraged JHTA members to embrace new business models and leverage emerging technologies to enhance Jamaica’s competitive edge.

As part of his presentation Bartlett announced a key strategy to expand Jamaica’s tourism market by boosting airlift from South America, starting with LATAM Airlines’ new flights from Peru to Jamaica, commencing December 1.

He also pointed out that discussions are ongoing with Azul Airlines to introduce flights from Belem, Brazil, and as well as Avianca in relation to other regions in South America, including Columbia.

Bartlett stressed that expanding airlift is crucial to tapping into new markets and further diversifying Jamaica’s visitor base.

The tourism minister also announced plans for a marketing blitz in India, one of the fastest-growing economies globally, with a roadshow scheduled for November.

“The Asian-Pacific countries will constitute the largest block of outbound tourism in the world. In two to five years India will be the second most powerful economy. We are positioning Jamaica to be part of that growth,” said Bartlett

He also highlighted efforts to target Eastern Europe and the Schengen area, noting that these regions offer tremendous potential for inbound tourism.

To support these efforts, the tourism minister disclosed that the Government has committed $1 billion to tourism marketing through the end of the financial year.

“This is the largest, single amount the Government has provided for marketing augmentation in history,” added Bartlett.

On the issue of destination assurance Bartlett called on private sector partners to ensure that Jamaica continues to deliver a safe, secure, and seamless experience for visitors.

He revealed that, “the JTB [Jamaica Tourist Board] Act is set to be amended” to require licensing for all tourism players, including those in the sharing economy.

“Tourists are now staying in places we never imagined, but we cannot guarantee the quality of those experiences. This amendment will ensure that we maintain high standards across the board,” Bartlett explained.

He stressed the importance of public-private partnerships to drive the sector forward and urged JHTA members to think creatively and embrace the changes needed to thrive in a rapidly evolving global market.