MINISTER of Tourism Edmund Bartlett has extended congratulations to the new president of the Jamaica Hotel and Tourist Association (JHTA) O’Brian Heron, who was also recently promoted to the position of senior corporate director, operations, of Sandals Resorts.

Bartlett welcomed Heron to the leadership of one of the country’s most influential tourism organisations and pointed out that the association has long been a valued partner in shaping initiatives that have strengthened Jamaica’s tourism sector.

“The JHTA has consistently demonstrated strong leadership and commitment to the growth and development of Jamaica’s tourism industry, and I look forward to building on our longstanding partnership as we continue to enhance the resilience, competitiveness and sustainability of the sector,” said Bartlett.

He added that the Government remains committed to working closely with the JHTA and other tourism stakeholders to drive innovation, improve visitor experiences, strengthen linkages across the economy and ensure that the benefits of tourism continue to reach more Jamaicans.

Bartlett also acknowledged the contributions of the former president Christopher Jarrett and highlighted that “as Jamaica continues to set new benchmarks in global tourism, collaboration between the public and private sectors will remain essential. Together, we will continue positioning Destination Jamaica as the premier choice for visitors while creating greater opportunities for investment, employment and inclusive economic growth”.

Heron, who served as first vice-president of the association, was elected on the weekend at the JHTA’s 65th annual general meeting in Ocho Rios, St Ann.

In a media release on Monday the JHTA said Heron’s appointment comes at a pivotal time for the sector as stakeholders grapple with key policy issues, including proposed fiscal measures affecting tourism, investment in resort infrastructure, workforce development, and maintaining Jamaica’s competitive advantage in an increasingly competitive global marketplace, the release stated.

According to the JHTA, Heron’s election reflects both his leadership within one of the Caribbean’s largest hospitality companies, Sandals, and the confidence placed in him by Jamaica’s leading private-sector tourism organisation.

“I am deeply honoured by the confidence our members have placed in me,” Heron said.

“The Jamaica Hotel and Tourist Association has a proud history of shaping our tourism industry, and my commitment is to build on that legacy by ensuring every member—from our largest resorts to our smallest hotels, attractions, villas and allied businesses — knows that their voice matters and will be represented,” added Heron.

He said strengthening the JHTA’s advocacy role will be among his immediate priorities, while ensuring members receive effective representation on issues directly affecting their businesses.

O’Brian Heron (centre), newly elected president of the Jamaica Hotel & Tourist Association (JHTA), with (from left) First Vice-President Kerry-Ann Quallo-Casserly; Dawn Smith, general manager, Sandals Royal & JHTA councillor, Montego Bay Chapter; Camille Needham, executive director, JHTA; and Fourth Vice-President Nadine Spence, at the association’s 65th annual general meeting, held at Sandals Dunn’s River on Saturday.

“One of my priorities is to continue reshaping the perception of the JHTA. We are not simply an association that meets periodically; we are the unified voice of Jamaica’s tourism industry. Our role is to advocate, influence policy and ensure our members have a strong, credible partner speaking on their behalf every day,” he said.

Heron also emphasised that the newly elected executive reflects the breadth of Jamaica’s tourism industry.

“The executive team that members elected reflects the future we want to build. It is intentionally diverse and representative of the many sectors that make up Jamaican tourism. That level of inclusion will strengthen our decision-making because the best solutions come when every part of our industry has a seat at the table,” he added.

Among the JHTA’s immediate priorities will be engaging the Government on issues affecting the industry’s competitiveness, including the proposed 50 per cent increase in general consumption tax (GCT) on tourism-related activities.

“We will engage constructively with Government while advocating for policies that protect Jamaica’s competitiveness, support investment and allow our industry to continue creating jobs and opportunities for thousands of Jamaicans,” Heron said.

He also pledged to strengthen partnerships across both the public and private sectors, noting that collaboration remains critical to sustaining Jamaica’s tourism success.

“Our success as an industry has always depended on partnership. My presidency will be one of collaboration — working closely with the Government, our members, our employees, our communities and every stakeholder who has a role to play in ensuring Jamaican tourism remains among the most competitive and admired destinations in the world.”

Looking ahead, Heron said his vision is to build a more inclusive, more responsive and more influential JHTA.

“One that represents every member, advocates fearlessly on the issues that matter most, and helps shape the future of Jamaica’s tourism industry,” he said.

Joining Heron on the JHTA’s new executive are Kerry-Ann Quallo-Casserly, regional commercial director at Royalton Resorts, as first vice-president; Kyle Mais, managing director of Jamaica Inn, as second vice-president; William Vassell, general manager of Coco La Palm, as third vice-president; and Nadine Spence, director of Sixt Rent A Car Jamaica, as fourth vice-president.