Dear Editor,

I read with interest the recent remarks from minister of state in the Ministry of Tourism Delano Seiveright, who highlighted the resilience of Jamaica’s tourism sector in 2024 — with 4.15 million visitors generating approximately US$4.3 billion in revenue.

This is a clear testament to the strength of our brand and the enduring appeal of our island. I commend his candid acknowledgement of the challenges we face, from travel advisories to international uncertainty, particularly around the US elections.

But we must go deeper. Jamaica’s tourism product needs a thoughtful, holistic revamp.

Visitors today are not just booking flights for beaches — they’re seeking connection, culture, wellness, and authenticity. When we compare our offerings to destinations like Bali in Indonesia, Colombia, and even our Caribbean neighbour St Lucia, we must ask: Are we doing enough to evolve? These countries have elevated their tourism models through cleanliness, customer service, diverse activities, and a deep respect for their cultural heritage.

We must do the same.

Boutique hotels and small operators — many of whom carry the true spirit of Jamaica — need empowerment. This includes access to training, modern technology, and the tools to offer more than just live music and massage. Jamaica is ripe for wellness retreats, nature-based experiences, heritage tours, and healing journeys. We must lean into this growing demand.

Another crucial point: crime. It is impossible to talk about tourism without acknowledging the impact of crime on both perception and reality. But what truly solves crime? It’s not just policing, it’s opportunity. More opportunities through education and training. When young people see a future in hospitality, in technology, in culture, they are less likely to be drawn to dangerous alternatives. A safe, thriving Jamaica is in everyone’s best interest — citizens and visitors alike.

And finally, we must invest in our cultural institutions — museums, heritage sites, and community-led storytelling. We cannot expect the world to value our story if we are not actively preserving and promoting it ourselves.

This is not a job for the Government alone. It requires collaboration across sectors and a shared commitment to making Jamaica not just a beautiful destination, but a world-class experience.

Let’s take this opportunity not just to grow, but to grow better.

Kesi Gardner

The Storyteller Agency

Kesi@thestorytelleragency.com