KINGSTON, Jamaica — Tourism Minister Edmund Bartlett, says Christmas in July has evolved into one of the Government’s most effective business development initiatives, generating more than J$1 billion in business between local suppliers and the tourism sector over the past decade while building a stronger pipeline of Jamaican producers.

Speaking at Thursday’s official opening of the 12th staging of Christmas in July at the Jamaica Pegasus Hotel, Bartlett said the Ministry of Tourism initiative, organised by the Tourism Enhancement Fund, has grown into Jamaica’s premier corporate gifting trade show.

“Christmas in July is no longer just a trade show. It is Jamaica’s Local First marketplace for Tourism 3.0, moving Jamaican businesses from exposure to contracts, and from contracts to wealth creation,” he said.

This year’s staging attracted 355 applications, with 180 exhibitors selected, including 121 first-time participants and 59 returning exhibitors.

“That tells us two important things,” he said. “First, there is a new generation of Jamaican entrepreneurs stepping forward with confidence, creativity and ambition. Second, those who have participated before continue to see value in this platform because it builds relationships, opens doors and creates commercial opportunity.”

The tourism minister said the programme’s long-term impact extends well beyond this year’s staging. According to the Christmas in July Market Impact and Supplier Reach Analysis, the initiative has engaged 849 distinct manufacturers since its 2015 launch, with participation growing from 72 companies in its inaugural year to a peak of 212 exhibitors in 2024.

“This is not marginal growth, this is a supplier pipeline,” said Bartlett.

He noted that the programme continues to introduce new entrepreneurs to the tourism economy while helping established suppliers become more market-ready and better integrated into the industry’s value chain.

Minister Bartlett explained that Tourism 3.0 marks the next phase of Jamaica’s tourism development, placing greater emphasis on local ownership, stronger linkages and retaining more tourism earnings within the Jamaican economy.

“Local First is not a slogan that we have concocted in the Ministry. It is deeper than sentiment because it is not charity. Local First is an economic strategy to convert tourism demand into Jamaican production, Jamaican contracts, Jamaican jobs and Jamaican wealth,” he said.

He said the Local First strategy rests on three pillars: training to strengthen supplier capacity, access to capital to help businesses grow, and marketing to connect Jamaican producers with buyers.

On the marketing pillar, the Minister added that the Jamaica Tourist Board’s fully digitised marketing platform will give entrepreneurs enhanced access to international markets through AI-driven marketing tools and market analytics that can support product development and competitiveness.

He encouraged participants to convert every opportunity into measurable business outcomes.

“Turn conversations into quotations. Turn quotations into purchase orders. Turn purchase orders into repeat supply contracts. Turn repeat supply contracts into jobs, exports and wealth. That is the assignment,” the Minister said.

Minister Bartlett confirmed that the Government’s Local First policy framework remains on track for completion before the end of the current fiscal year. The framework is expected to increase local sourcing, strengthen supplier readiness, reduce import leakage and create clearer procurement pathways between Jamaican producers and the tourism sector.

Christmas in July is spearheaded by the Tourism Enhancement Fund’s Tourism Linkages Network, in partnership with the Jamaica Business Development Corporation, the Jamaica Manufacturers and Exporters Association, JAMPRO and the Jamaica Hotel and Tourist Association.