KINGSTON, Jamaica — Minister of Tourism Edmund Bartlett has welcomed initial discussions on collaborative marketing efforts with Spanish hotel and tourism investment group, Inverotel, as part of the sector’s recovery strategy.

This high-level discussion was held in the margins of the international tourism fair, FITUR, in Spain on Wednesday and is aimed at accelerating Jamaica’s tourism recovery and strengthening its global competitiveness.

“This post-hurricane recovery requires all hands-on deck, and we welcome Inverotel’s support in this area as particular emphasis will be placed on rebuilding visitor confidence, stimulating demand in key source markets and highlighting Jamaica’s diverse tourism offerings, including resort tourism, culture and gastronomy,” said Bartlett.

He pointed out that the discussions focused on joint promotional strategies, knowledge-sharing and coordinated marketing initiatives designed to reinforce Jamaica’s positioning as a leading Caribbean destination.

“The true test of partnership is reflected in the ones that stand by you in good and difficult times, and Inverotel has shown their unwavering support for Jamaica’s tourism sector, and we thank them wholeheartedly,” added Bartlett.

Inverotel, which has several hotel chains with roughly 100,000 rooms in the Americas and the Caribbean, reaffirmed its commitment to Jamaica and its confidence in the country’s tourism resilience.

The group emphasised that collaborative marketing efforts between public and private sector partners are essential to ensuring a strong and sustainable recovery for the tourism industry.

That was good news for Director of Tourism Donovan White, who said, “By aligning marketing strategies and leveraging international networks, we can accelerate recovery while laying the foundation for long-term growth. It is timely and critical as we increase marketing around the destination.”

White underscored that Jamaica remains one of the most important destinations for major Spanish hoteliers in the Caribbean with significant commitments to the country.

This includes new hotel rooms representing billions of dollars in investment and worker welfare, including housing, training and a strategy to increase local sourcing of goods to boost Jamaica’s economy and tourism sustainability.