MINISTER of Tourism Edmund Bartlett has emphasised the urgent need for continued digital transformation across Jamaica’s tourism sector.

Delivering the keynote address at a function dubbed ‘Experience the World of Hospitality’ — an immersive business event hosted by Digicel Business in partnership with Trend Media, Symptai Consulting, and Ashley Furniture — Bartlett pointed to technology as a key pillar in the country’s tourism growth strategy.

Bartlett welcomed the Digicel Business-led initiative, which showcased how advanced connectivity, robust cybersecurity, and integrated technology are enhancing Jamaica’s global competitiveness.

“This initiative highlights the critical role of digital innovation in strengthening our tourism ecosystem,” said Bartlett.

“I firmly believe that embracing digital transformation is essential to keeping Jamaica a leading and competitive destination,” added Bartlett.

The tourism minister also highlighted the importance of critical partnerships to achieve his vision of strong growth in the sector and underscored how advanced connectivity, robust infrastructure, and dedicated support can enhance guests’ experience and drive the operational efficiencies that are vital for Jamaica’s hotels, resorts, attractions and restaurants.

“For Jamaica, integrating technology into our tourism ecosystem is a strategic must-do. It is how we reinvent our offerings and solidify our competitive edge in the global marketplace,” said Bartlett.

Held at the Montego Bay Convention Centre, Experience the World of Hospitality’ brought together leaders in tourism, hospitality, and technology to explore how end-to-end digital solutions — from concierge TV and unified communications to smart hotel infrastructure — are transforming guest service and operational efficiency across the Caribbean.

Stephen Murad, CEO of Digicel Jamaica, underscored the company’s role in this drive.

“The digitalisation of Jamaica’s tourism sector is a necessity as we move towards achieving digital transformation,” said Murad.

“Through solutions that are world-class but locally rooted, we’re helping hospitality players operate smarter, serve guests better, and remain globally competitive,” added Murad.

Guests engaged in live technology demos, expert-led discussions, and toured an interactive showcase space designed by Ashley Furniture — demonstrating the seamless connection between modern design, comfort, and cutting-edge tech.

In the meantime Tashima Walker, general manager of Digicel Business, highlighted the value of this partnership within the tourism sector.

“Today was about demonstrating what’s possible when technology meets purpose, and innovation meets execution. We’re proud to walk alongside the hospitality sector as it evolves — not just to meet global expectations, but to exceed them,” said Walker.