MINISTER of Tourism Edmund Bartlett has led the sector in paying tribute to one of its stalwarts, Lionel Reid.

The 89-year-old Reid, who was a champion in building Jamaica’s tourism brand, died Friday morning at a hospital in St James.

Bartlett expressed deep sorrow at the passing of Reid, who he described as “a distinguished leader and long-serving executive within Jamaica’s tourism sector”.

Bartlett noted that Reid dedicated decades of his life to the development of Jamaica’s tourism industry, serving in key leadership roles at Jamaica Vacations Limited (JamVac), a public body of the Ministry of Tourism.

“Tourism has lost a great stalwart, a gentleman, urbane, and sophisticated. His sense of correctness and diligence to duty was unparalleled,” Bartlett said as he underscored that Reid’s service to Jamaica’s tourism sector was marked by transformative leadership.

He first served as president of Jamaica Hotel and Tourist Association (JHTA) from 1993 to 1997, before assuming the role of executive director of JamVac from 2008 to 2012. He later returned as chairman of JamVac from 2016 to 2018, playing an instrumental role in shaping Jamaica’s airlift strategy.

Among his most enduring contributions was his pivotal role in securing Jamaica’s air connectivity with the United States, following the cessation of Air Jamaica’s operations.

“As chairman and executive director of JamVac — along with John Lynch, the then executive chairman of the JTB (Jamaica Tourist Board) — Lionel played a leading role in the negotiations with American Airlines to future-proof our air connectivity with the USA, our most significant market. This will never be erased,” said Bartlett as he extended his deepest condolence on behalf of the Ministry of Tourism and its public bodies, as well as the wider tourism fraternity, to Reid’s family, friends, and colleagues.

“My deepest and most sincere condolence to his dear widow Vonnie and the children, as well as the huge extended tourism family. RIP, my friend Lionel,” said Bartlett.

Meanwhile, JHTA said it is deeply saddened to learn of Reid’s passing, noting that he served as president for four consecutive terms.

According to JHTA in a release, for more than 50 years Reid worked tirelessly for the development of Jamaica’s hotel and tourism industry.

“He was a strong advocate for the interests of small and independent hoteliers, and lobbied for special loan facilities and other services to enhance the viability of those small but vital tourism enterprises.

“We remember him for being a gentleman in its truest sense, and for his engaging personality that effortlessly portrayed the warmth of Jamaican hospitality when he led our delegations to important trade shows overseas,” said the JHTA.

“Lionel Reid was a visionary ahead of his time who promoted environmental responsibility in tourism management. It was during his presidency that the JHTA produced a practical handbook for members to provide useful guidelines for environmentally friendly operations.

“He was a brilliant negotiator who convinced major wholesale marketers to assist in promoting more diverse Jamaican tourism offerings. He also helped to develop a tourism product that went beyond the traditional sun, sea, and sand to include our culture, sport, and entertainment,” added JHTA as it declared its commitment to his vision of a strong and vibrant hotel and tourism industry for Jamaica.