WEST END, Westmoreland — Pointing to the opening of the Red Stripe Experience at Rick’s Café in Negril, which is expected to create jobs, attract new visitors, and generate more than US$1 million in revenue, Tourism Minister Edmund Bartlett has blasted critics who claim the sector benefits only a few.

He said the Red Stripe Experience will create more than 146 jobs, bring in approximately 60,000 new visitors, and generate approximately US$1.5 million in annual revenue, plus other indirect benefits.

“The rest of experience is creating opportunities for local vendors, artists, and musicians to showcase their talents and share in tourism benefits. This is very important because a lot of people I hear, so misguidedly, say tourism is not doing anything. It concerns me a little bit because sometimes it comes from elevated positions in the society and persons who even aspire to leadership one day. God help us,” Bartlett said in a veiled reference to members of the Opposition People’s National Party (PNP).

“When an industry employs 350,000 people indirectly, and it’s 30 per cent of the GDP of the country, 53 per cent of the foreign exchange that is generated, and 60 per cent of the foreign direct investment, how can you say that doesn’t do anything for the people of Jamaica? I say no more,” the tourism minster added.

Last Thursday, former tourism minister in a PNP Government, Dr Wykeham McNeill told supporters at a spot meeting in Trelawny that many people within the industry are not benefiting from gains made in the tourism sector. It is a claim also previously made by the Opposition’s spokeswoman on tourism, Senator Janice Allen.

McNeill also questioned the tourism ministry’s total arrival figures, noting that 2024 saw a reduction compared to the previous year.

Jamaica earned US$4.3 billion in 2024 from a total of 4.3 million visitors. In 2023 there was a record 4.1 million arrivals compared to 2022.

Asked to comment on McNeill’s assertion about the figures, after Saturday’s ceremony to open the Red Stripe Experience, Bartlett told the Jamaica Observer that such comments are not worthy of a response.

His focus was on the new addition to Rick’s Café.

In January 2021 Prime Minister Andrew Holness broke ground for construction of the Red Stripe Experience museum which is aimed at highlighting the historical aspects of Jamaica, its culture, and the history, growth, and achievements of Red Stripe beer.

The museum also includes an interactive speaker wall, a gift shop, and an entertainment section called The Endz.

Bartlett said the Red Stripe Experience at Rick’s Café represents exactly what modern travellers seek: an authentic, meaningful connection to the places they visit.

“This remarkable venture is a wonderful collaboration of our culture, our history, and the unique experiences of the tourism industry that we offer to our visitors,” he said.

The minister said Rick’s Café, perched on Negril’s cliff, has become a must-visit spot for visitors wanting to experience Jamaica’s famous sunset and the thrill of cliff jumping.

“By adding the Red Stripe Experience we are creating something even more special. Through art, music, and digital displays, locals and foreigners alike will journey through almost 100 years of history of this iconic brew, all while experiencing the authentic Jamaican culture and people that make our island so unique,” stressed Bartlett.

“The Red Stripe Experience will play a critical role in enhancing our tourism offerings. It will attract visitors from all over the globe, eager to taste the authentic flavours of Jamaica and engage with our vibrant culture. This is an opportunity for us to showcase what makes Jamaica truly special — and Red Stripe is at the heart of that narrative,” he added.

The minister commended Red Stripe for its commitment to sustainability and community development. He said the brand has consistently demonstrated a dedication to corporate social responsibility by investing in local communities. He also commended chief executive officer of Rick’s Café Steve Ellman, who established a foundation for children in Jamaica.

Head of commerce at Red Stripe Sean Wallace spoke about their quarter-century partnership with Rick’s Café and what they hope to accomplish with the Red Stripe Experience.

“Those of you who have been coming here for the past 25 years may be aware that we have other spaces. We have the main bar, we have the cabanas and pool, but now we are trying to take it a bit further. Our vision is, when you come to the Red Stripe Experience at Rick’s Café, with just the scan of a QR code you buy into Red Stripe’s rich history here in Jamaica,” stated Wallace.

He said locals who will be employed as brewers will receive the required training.

“The brew tenders, they are the people who are pouring the beer of Jamaica, and they will also be sharing stories both about the beer of Jamaica and about what it means to be Jamaican, what it means to exist in this wonderful space,” explained Wallace.