EXECUTIVE deputy chairman of Chukka Caribbean Adventures John Byles has called for outside-the-box thinking to tackle the challenges now facing Jamaica’s tourism industry.

In a wide-ranging interview with the Jamaica Observer, Byles said the country’s status as a leading tourist destination should be measured through the lens of its ability to weather crises that could have crippled the sector in lesser economies.

According to Byles, to ensure the continued success and sustainability of Jamaica’s tourism sector the country must ensure that policies are integrated across ministries, including finance, local government, transport, and agriculture, to reflect its critical role in developing the national economy.

“It can’t be business as usual. Too much is at stake where we leave anything to chance. All these mounting protests and discontentment we are now seeing…will require meaningful dialogue where we look across the table at each other and come up with workable and long-term solutions for the benefit of all of us.

“There is nothing that we can’t weather and fix that we haven’t weathered and fixed before…absolutely nothing,” declared Byles.

He said Jamaica’s tourism industry stands as a testament to resilience, innovation and adaptability, consistently rising above adversity to maintain its place as a top tier Caribbean destination.

The long-time tourism player said through decisive action, strategic partnerships, and an unwavering commitment by leadership to community development, Jamaica’s tourism sector has not only survived but thrived.

Byles argued that the tourism industry’s resilience is no accident but one that was built on careful planning and an inclusive vision for growth.

“Ours have been a legacy of overcoming adversity. Over the years Jamaica has navigated numerous global and local crises with remarkable resolve. Following the 9/11 [September 11, 2001] attacks, we saw no more than a five per cent fall in arrivals [even] as ships shifted to ports closer to main markets,” noted Byles.

“Then we experienced the SARS [severe acute respiratory syndrome] outbreak in 2003, when Jamaica quickly implemented health protocols and confidence-building measures to reassure travellers. Similarly, when fuel prices surged and the global financial crisis hit in 2007/2008, Jamaica adapted by promoting value and attracting new markets,” added Byles.

He pointed to the unprecedented challenges of the 2020-2022 COVID-19 pandemic, which, he said, reinforced Jamaica’s ability as a nation to come together in crisis as the country focused on health and safety.

Byles pointed out that swift action by the Ministry of Tourism and its agencies, including the Jamaica Tourist Board (JTB), maintained Jamaica’s visibility and appeal even as travel restrictions and health concerns disrupted the global industry.

“The country united, as we Jamaicans always do in any crisis, to protect both lives and livelihoods and we recovered faster than most with better health outcomes.

“As a member of the industry, I have never felt prouder of the maturity and coming together of our ecosystem we refer to as tourism,” added Byles, who is also deputy chairman of the JTB and a director of Jamaica Vacations.

“Most recently, challenges like the negative travel advisory and Hurricane Beryl this year were met with clear communication, strategic recovery of globally challenged airlift adjustments, and efficient and effective disaster readiness and recovery, all of which underscored Jamaica’s commitment to visitor and local safety,” declared Byles.

He said the term ‘long COVID’, usual reserved for the coronavirus long-term health issues, is not just a health phenomenon, but is being felt economically by tourism team members through higher cost of living.

“It is also being felt by our sector’s businesses through higher costs arising out of the COVID-19 supply chain disruptions and other costs increases whilst being squeezed on the revenue side as our visitors reduced willingness to spend as they too grapple with global inflation back home.

“The reality, however, is that this too we shall overcome, and do so together as we always do, and the industry is starting to see the market demand again for the coming winter tourist season,” said Byles.