FALMOUTH, Trelawny — The Ministry of Tourism has unveiled a $50-million Tourism Entertainment Academy (TEA), a ground-breaking initiative aimed at enhancing entertainment within the tourism sector. The project, funded by the Tourism Enhancement Fund (TEF), was launched last Thursday at the Falmouth Artisan Village in Trelawny.

Tourism Minister Edmund Bartlett hailed the initiative as a pivotal moment for the provision of professional and authentic entertainment in the tourism industry.

“I am confident that, years from now, we will look back on this day and say, ‘This was the turning point’,” Bartlett said during the TEA launch.

His comments mirrored those earlier by Minister of Culture, Gender, Entertainment and Sport Olivia “Babsy” Grange, who described the initiative as an innovative catalyst.

“This educational facility is quite a game changer. The launch of a Tourism Entertainment Academy is not just another initiative; it’s a bold step toward redefining the way we experience travel, culture and entertainment,” she said.

Grange underscored the need to strengthen authentic Jamaican entertainment in the tourism sector, noting that while visitors associate Jamaica with sports, music, dance, storytelling, and vibrant artistic expression, some feel they do not get enough genuine cultural experiences during their stay.

She underscored that the tourism resort city of Montego Bay should be more than just a destination for sun, sea, and sand but should also be a hub for culture and entertainment.

Bartlett, who noted that the TEA will commence in Montego Bay then gradually expand across the island, concurred with his colleague Cabinet member that visitors are craving more genuine cultural experiences.

“You may ask, why begin in Montego Bay? Because our tourism capital stands at a crossroads. While Jamaica continues to be a sought-after destination, our research shows that many visitors are yearning for deeper, more authentic cultural experiences,” he explained.

“Some have shared that the entertainment offerings can occasionally feel generic, falling short of the vibrancy and spirit they associate with Brand Jamaica. This insight presents a powerful opportunity for us to realign and elevate our offerings to meet — and exceed— those expectations. This situation must change and, together, we will make it happen.

“If we are to compete with global entertainment hubs like Las Vegas, New York, London, and Tokyo, then we must redefine our value proposition. In this new vision, Jamaica is the stage — and our people are the stars,” Bartlett added.

He explained that the TEA is a hybrid academy that combines online learning, in-person mentorship, live showcases, and industry integration.

“Montego Bay is our pilot site — but this is just the beginning. This model will be refined, tested, and scaled across Negril, Ocho Rios, Kingston, and beyond,” the tourism minister promised.