KINGSTON, Jamaica—Tourism Minister, Edmund Bartlett, says Jamaica’s re-engagement with the Caribbean Premier League (CPL) T20 cricket tournament will bolster sports tourism and stimulate economic activity nationwide.

Speaking during a recent press briefing at the Jamaica Pegasus Hotel in New Kingston, Bartlett welcomed the development as a significant milestone for cricket in Jamaica and the wider Caribbean.

He underscored the broader significance of cricket, highlighting its contributions beyond the sport itself and its vital role in national development.

“Cricket is not just a sport for us… it’s a part of the economy. It drives jobs, it enables the development of varying skills and, in the process, it brings large numbers of visitors to Jamaica to consume our assets at a price,” the minister said.

Bartlett highlighted that hosting CPL matches will encourage greater regional mobility while driving increased activity within Jamaica’s tourism sector.

He further emphasised the opportunity to broaden Jamaica’s reach into new markets, noting that the league connects the country to audiences well beyond the Caribbean.

“It will expand our reach… into southeast Asia, into India, and Pakistan, and Bangladesh… and all the [cricketing] countries of the world,” Bartlett said.

He noted that the league will also deepen engagement with traditional tourism markets, particularly those with strong Diaspora ties and a keen interest in cricket.

“For us in tourism, the CPL will provide another avenue for engaging our traditional and legacy markets – the United States, Canada, and the United Kingdom (UK),” Bartlett added.

The minister indicated that Jamaica is well positioned to benefit from sports tourism, particularly through strategic investments already made in infrastructure and the development of Kingston as a premier location.

Additionally, Bartlett noted that the CPL’s return will help sustain regional connectivity, as the movement of players, officials, and spectators continues to drive travel across the Caribbean.

The minister expressed optimism about the sector’s outlook, noting that the synergy between sport and tourism will continue to generate opportunities.

He emphatically declared, “We are now poised for sports tourism to truly take off.”

Bartlett also highlighted the broader experience associated with cricket in Jamaica, noting that the vibrant atmosphere surrounding the sport remains a key attraction.

“Jamaica has three powerful words that describe us — food, music, and love… and these three are at the heart of what cricket is all about,” he said.

Meanwhile, CPL Chief Executive Officer (CEO), Pete Russell, highlighted the league’s global expansion and its steadily increasing audience reach over time.

“We’ve gone… from having 320 million people watch the games… to 1.1 billion last year,” he said.

The CEO noted the league’s contribution to regional economies, underscoring the significant investment and heightened activity it generates.

“We estimate that last year, we injected approximately $200 million into economies across the Caribbean,” Russell added.

Chief Executive Officer (CEO) of Cricket West Indies (CWI), Chris Dehring, emphasised that sports tourism continues to grow globally and remains a vital segment of the industry.

“Sports tourism is the fastest growing segment of the sports industry… and it is also the fastest growing segment of the tourism industry,” he said.

Meanwhile, Bartlett stressed that the partnership will bolster both sport and economic activity, while uniting people through shared experiences.

“We partner to strengthen, not only a great game, but an economy that flows from it… and more importantly, to bring people together in joy and happiness,” he said.

-JIS