KINGSTON, Jamaica — Artificial intelligence (AI), digital transformation and the future of Jamaica’s tourism economy will be placed at the centre of Tourism Awareness Week (TAW) 2026, according to the Ministry of Tourism.

In a statement, the ministry said the week, from September 27 to October 3, will be held under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism”, mirroring the UN Tourism’s global theme for World Tourism Day, on September 27.

The week will examine how technology is reshaping the way visitors discover, plan and experience destinations, while highlighting Jamaica’s efforts to responsibly harness AI and digital tools to strengthen destination management, visitor facilitation, workforce development, resilience building and decision-making.

Minister of Tourism Edmund Bartlett said the theme is particularly timely as technology continues to redefine global travel and tourism.

“Tourism is being transformed and the pace of technological change means that Jamaica must not simply respond to the future, we must help to shape it. Tourism Awareness Week 2026 gives us an opportunity to look closely at how artificial intelligence and digital technology can strengthen our tourism industry while ensuring that people remain at the heart of the experience,” said Bartlett.

He added that the ministry’s adoption of technology forms part of the wider Tourism 3.0 growth agenda, which is designed to make tourism a stronger platform for national economic transformation.

Director of Tourism, Donovan White, said the focus on AI must be balanced by a commitment to the elements that make Jamaica distinctive.

“Technology must enhance, not replace, the Jamaica experience. Our hospitality, authenticity, creativity and human connection remain central to what visitors come here to experience. The opportunity is to use AI to make that experience even more meaningful,” he stressed.

The week will officially begin on Sunday, September 27, World Tourism Day, with a Thanksgiving Church Service at Faith Temple Assemblies of God in Montego Bay at 10:00 am.

The programme will continue with a Speaker Series on September 28-29 and October 1-2 at selected Tourism Action Club (TAC) schools. On Wednesday, September 30, young people will take centre stage at the Tourism AI Youth Forum. To close out the week of activities, the Tourism Enhancement Fund (TEF), through the Jamaica Centre for Tourism Innovation (JCTI), will host the Hospitality & Tourism: AI in Tourism Workshop on Thursday, October 1.