AS Jamaica prepares for one of the busiest periods on its tourism calendar — with Reggae Sumfest, Dream Weekend, and the peak summer travel season expected to drive increased visitor activity across the island — greater emphasis is being placed on the front line hospitality professionals who shape the experiences visitors remember long after they return home.

Against that backdrop, the D&G Foundation has expanded its Brewtender hospitality training programme to St Ann for the first time, equipping 15 bartenders with practical customer service, hospitality, and product knowledge skills, designed to strengthen service excellence ahead of the busy tourism season.

According to the D&G Foundation, the programme’s expansion reflects St Ann’s strategic importance to Jamaica’s visitor economy. Home to Ocho Rios, Jamaica’s second-largest stopover destination, the parish attracts approximately one in every five stopover visitors to the island.

Participants from Plantation Smokehouse, Reggae Alley Bar, Mongoose Restaurant, Ultimate Jerk Centre, and Sharkie’s Restaurant completed hands-on training in customer service, communication, cultural awareness, responsible brand engagement, and beverage presentation through the D&G Foundation’s latest leg of its Learning for Life initiative.

Previously delivered in Kingston and Negril, the programme’s expansion to St Ann extends specialised hospitality training across another key tourism corridor while creating greater access to professional development opportunities.

Practical cocktail demonstrations allowed Jodane Ramsay to apply his training in beverage preparation, presentation, and customer engagement — skills designed to enhance guest experiences.

Communications and sustainability manager at Red Stripe Daika Mitchell said investing in front line hospitality professionals ultimately strengthens Jamaica’s tourism product.

“Visitors may remember our beaches and attractions but it is the people they meet who shape the experiences they take home. By investing in hospitality professionals we are helping them build rewarding careers while supporting the service excellence that keeps Jamaica competitive as a destination,” said Mitchell.

For Amelia Brown of Reggae Alley Bar, the programme delivered practical skills that can immediately improve interactions with customers.

“The training gave us new ideas for engaging with guests, and strengthened our confidence in delivering excellent customer service. Those are skills we can take back to our workplaces and apply every day,” said Brown.

Participants concluded the programme with practical demonstrations that allowed them to apply their learning in realistic hospitality settings before receiving certificates recognising their successful completion of the training.