Jamaica entered the winter tourism season on Sunday, December 15 with the portfolio minister expressing confidence in the island’s ability to adapt to and overcome any challenges.

“We have a rich legacy of overcoming adversity and this winter we will showcase that resilience to the world,” Tourism Minister Edmund Bartlett told the State news agency JIS News.

“It should not be lost on anyone that it wasn’t so long ago that we were grappling with a climate of uncertainty. It should also not be lost on anyone that we have had a history of overcoming challenges, dating back decades, and have always found a way to bounce back stronger. That has been one of the defining legacies of the tourism industry,” Bartlett said, noting that the sector is battle-hardened from successfully navigating various challenges over the years, including a once in a lifetime pandemic, each time emerging with “resilience and renewed vigour”.

Highlighting pivotal events that have shaped Jamaica’s tourism landscape, Bartlett said that following the September 11 attacks in 2001, when global travel plummeted, Jamaica managed to limit the decline in arrivals to a mere five per cent.

“This was achieved as cruise ships rerouted to ports closer to the United States, yet the island’s proactive measures helped maintain its tourism viability. We learned early on that our response to crises would define our future,” he said.

“Similarly, during the SARS [Severe acute respiratory syndrome] outbreak in 2003, Jamaica swiftly implemented health protocols and confidence-building measures designed to reassure travellers. The Government’s adaptive strategies were instrumental in mitigating the impact of the global health crises on tourism. We recognised that our visitors’ safety was paramount, and we acted decisively,” he pointed out.

He recalled that the global financial crisis of 2007-2008 presented another hurdle, as soaring fuel prices and economic instability threatened tourism globally, but once again, Jamaica adapted, promoting value and exploring new markets to attract visitors.

Bartlett also highlighted “the unprecedented challenges posed by the greatest pandemic known to man” (COVID-19) which, he said “showcased Jamaica’s ability to unite in crisis”.

“The pandemic tested us like never before, but it also brought out our best. The quickly established Tourism COVID Recovery Task Force brought together public and private sector leaders, many of whom offered their expertise pro bono to help the industry recover. This coalition worked diligently to reopen the tourism sector in a measured and scientifically informed manner, ensuring that safety remained a priority,” he said.

He argued that it is the result of “these collective efforts” that Jamaica has seen a quick and significant rebound in tourism, with the island again poised to welcome an influx of tourists for this winter season.

“Our careful planning and collaborative approach have paid off, and we are now witnessing the fruits of our labour,” he said.