MONTEGO BAY, St James — Having successfully built out a strong, all-inclusive hotel brand, Tourism Minister Edmund Bartlett says the time has now come for Jamaica to pivot towards luxury brands, which he said are now in high demand.

“We really haven’t done enough to create that luxury experience with the kind of infrastructure that is required for it and the kind of investment that is required…and equally perhaps the type of legislative and regulatory arrangements that surround it,” said Bartlett during his address at a Branded Residences Conference hosted by The Pinnacle in Montego Bay, St James, on Wednesday.

According to Bartlett, Jamaica has merely tinkered around luxury brands for the last 20 years but that is about to change.

“In the new approach that we are looking at, we are going to pivot,” Bartlett asserted.

“Jamaica has done very well with all-inclusive brands and we are going to continue to develop along this line to get our 5×5×5 [five million visitors by 2025, generating earnings of US$5 billion]. But in the mix, the new call, the new tourists who are emerging since COVID is trending towards the luxury experiences and Jamaica does have the capacity for it. We’re going to be spending a lot more effort around attracting investments on this area,” Bartlett told the Jamaica Observer on the periphery of the conference.

He bemoaned the destination’s inability to sufficiently capitalise on the concept so far, but said St Thomas is now being positioned as a luxury area for the industry.

“We have built out most of the areas already. This now is greenfield. So the pivot will be experienced more in that area while you will see some level of infilling in places like Montego Bay and Ocho Rios and Negril and so on. But that side, St Thomas to Portland, the focus on more luxury brands will be stronger there,” Bartlett explained.

He stressed the importance of training workers to meet professional standard because, “At the luxury end, there are certain standard requirements for professionalism and so again the remuneration will be in line with the level of professional qualification that these workers will have.

“It is key, that pivot, to training and to professionalise the industry. It is at the heart of the future of the labour force in tourism,” stressed the minister.

“I am already having some discussions with some international professionals to help in that regard because I think it is very important if the industry — which is 30 per cent of the economy — is to have a future, to ensure equity and merit and standards by which the whole industry is predicated. Our workers will have to be equipped, skilled, certified and be remunerated appropriately,” Bartlett added.

Wednesday’s conference was held under the theme, ‘Branded Residences: Unlocking Jamaica’s Real Estate Potential’.

Speaking during the event, managing director and founder of Global Residences Limited Riyan Itani noted that while the Caribbean has a good supply of branded residences, there are no true branded residential developments in Jamaica at the moment.

“The supplies in the Caribbean itself is expected to double over the next five years with more than 1,500 units being delivered across the region as demand grows for these types of products,” said Itani, who joined the conference virtually.

He said Jamaica is poised to benefit.

“From my perspective — I have been doing this a lot in my career — it means that there is a huge opportunity. The market is most likely not being provided [by] the type of international service and standard that many other comparable markets are already providing. So The Pinnacle sits as a fantastic opportunity to address that block of product,” said the Global Residences Limited executive.

Yangsen Li, chief executive officer of LCH Developments, developers of The Pinnacle Montego Bay, a US$450-million luxury residential lifestyle estate in Reading, St James, declared that we’re witnessing an unprecedented moment in luxury real estate.

“Globally, branded residences have become the gold standard for sophisticated investors and discerning homeowners. They represent not just premium properties, but a lifestyle that combines the best of hospitality with the comfort of home. And Jamaica — with our stunning natural beauty, our vibrant culture, and our warmth of spirit — is perfectly positioned to elevate this concept to new heights,” he said.

“Speaking of new heights, that’s exactly what we’re creating here at The Pinnacle. On the prestigious Reading Peninsula, we’re not just building towers — we’re creating a new paradigm for Caribbean luxury living. One that matches world-class amenities with authentic Jamaican hospitality. One that provides not just a home, but a legacy,” added Li.

He pointed out that the newly launched Pinnacle Foundation is ensuring that the development uplifts the entire community.

“Under the leadership of Dr Earl Bailey, we’re investing in environmental conservation, education, and community development. Because when you select The Pinnacle, you’re not just selecting a residence — you’re selecting a vision for what Jamaica can become,” Li said.