MONTEGO BAY, St James – Tourism Minister Edmund Bartlett believes that with the right infrastructure and accommodations in place, Jamaica could be the destination of choice for digital nomads. But he does not believe the country is ready, yet, to take advantage of this segment of the tourism sector.

“The essence of it, of course, is the building out of the infrastructure that will enable us to tap into this new demographic because the digital nomads are characterised by the need for technology, and the ‘Internet of Things” will play a great role in their ability to stay in destinations like Jamaica for extended periods,” he explained.

According to Bartlett, others have urged him to tap into the lucrative niche market but Jamaica has more work to do in order to welcome them and keep them coming back.

“A lot of people have come to me about it and I say, ‘Listen, there is a requirement in terms of infrastructure, carrying capacity, that is needed to attract and maintain digital nomads at a high level,’ ” he said.

The minister was speaking last Saturday during the ground-breaking for the development of 30 mixed-use luxury condominium units on the grounds of the famed Racquet Club in Montego Bay.

During his address Bartlett explained that, coming out of the COVID-19 pandemic a new target market has developed: individuals who have the ability to work remotely. For Jamaica to benefit, he said, the right pieces of the puzzle have to be in place. This includes accommodations.

“What is required for them is high-quality accommodations,” said Bartlett.

He believes the luxury condos being built on the Racquet Club property could help lure digital nomads.

“We don’t want the backpackers, the guy that is going to come with a single laptop, sits [on] the beach and eat at the lesser end of the gourmet table. We want digital nomads that are high-end, that are senior officials in companies, well-positioned and high-yielding,” Bartlett said of the type of guests he expects the development to attract.

Boria Limited, a recently formed real estate development firm, is behind the $1.5-billion project. The development is a high-end, mixed-use, low-density condominium that targets expatriates, returning residents and investors, according to developer Eugene Ffolkes Jr.

“I wanted to congratulate you for taking that decision in relation to the mix use and the offering that you’ll be providing,” Bartlett told developers. “Because what you’re doing for us, in addition to creating a condominium of class that will attract quality players into the destination, you are also helping us to respond to a new demographic emerging in tourism.”

The project, the minister added, fits in with plans to position the city of Montego Bay as a smart city.

“I’m working with a group out of Spain that I’m going to in June. They have something called the Malaga Valley, which is really an analogous to the Silicon Valley, and we’re talking about how we can have that replicated here,” added Bartlett.