TOURISM has always been built on perception. Long before a visitor boards a flight to Jamaica, an impression has already been formed — shaped by media, storytelling, and digital platforms. Today, artificial intelligence (AI) is accelerating that process.

In the AI era, reputation is infrastructure.

Algorithms now influence where people travel. AI systems summarise reviews, recommend destinations, rank safety perceptions, and generate travel content in seconds. A distorted narrative can circle the globe before a tourism board has drafted a response. In this environment, resilience must evolve. It can no longer focus solely on rebuilding after hurricanes or pandemics. It must include the capacity to safeguard destination reputation in real time.

For tourism-dependent nations, reputational shocks can be as damaging as physical ones. A misleading headline, manipulated content, or algorithmic bias can influence booking decisions within hours. That reality demands a strategic response.

Jamaica recognised early that resilience must be institutionalised. This conviction led to the establishment of the Global Tourism Resilience and Crisis Management Centre (GTRCMC), headquartered in Kingston with satellite centres across Africa, Europe, and North America. The centre advances resilience as a science — through research, early warning systems, scenario planning and capacity building.

Our experience following Hurricane Melissa underscored the importance of this architecture. While 1.5 million Jamaicans were affected and critical infrastructure was disrupted, disciplined coordination between Government, private sector and communities enabled us to stabilise the tourism sector and protect livelihoods. Preparedness protected confidence.

Today, however, the terrain of vulnerability has expanded. Artificial intelligence offers enormous opportunity — smarter marketing, predictive analytics, and enhanced visitor experience. But it also amplifies risk. We must harness these technologies responsibly while protecting the integrity of our national narratives.

Destination reputational resilience in the AI era rests on three imperatives.

First, proactive digital stewardship. Destinations must actively monitor misinformation and invest in credible, data-driven storytelling. Silence is no longer neutral.

Second, technological integration. Tourism authorities must deploy AI tools not only to market destinations, but to track sentiment, assess risk, and anticipate reputational shifts.

Third, trust. Governance discipline, transparency, and coordinated communication remain the bedrock of resilience. During a crisis, we cannot improvise in order to create confidence; it must be built in advance.

On February 17, I will be in Nairobi, Kenya, to participate in the annual observance of Global Tourism Resilience Day. The observance reflects growing international consensus that resilience — including reputational resilience — is foundational to sustainable tourism.

Significantly, the United Nations has recognised Jamaica as the global hub for tourism resilience. This designation affirms the work undertaken through the GTRCMC and positions Jamaica as a partner to vulnerable destinations worldwide. It signals confidence in our leadership and in the resilience frameworks we have built.

Africa’s embrace of this agenda is particularly meaningful. Collaboration between Caribbean and African states reflects shared vulnerability and shared ambition. Together, we are strengthening tourism systems against environmental, economic and digital disruption.

The future of tourism will belong to destinations that anticipate risk, adapt intelligently, and respond with credibility. Protecting beaches and airports remains essential. Protecting trust is indispensable.

As artificial intelligence reshapes global travel decision-making we must ensure that technology enhances — not erodes — the integrity of our destinations. Jamaica stands ready to lead and to collaborate in building a resilient global tourism architecture fit for the AI era.

Edmund Bartlett, OJ, CD, MP is Jamaica’s minister of tourism

Algorithms now influence where people travel. AI systems summarise reviews, recommend destinations, rank safety perceptions, and generate travel content in seconds.