At a destination press briefing held at the Caribbean Hotel & Tourism Association’s (CHTA’s) Travel Marketplace in Puerto Rico, Jamaica’s Minister of Tourism Edmund Bartlett outlined the steps Jamaica is taking to ensure that its tourism sector remains safe from future shocks and disruptions. Among the most important were diversification, sustainability and price integrity.
“As we witnessed the disruption brought on by the pandemic, we took the time to re-strategize and plan ahead to protect our tourism industry moving forward,” said Bartlett. “We established the Global Tourism Resilience & Crisis Management Centre and implemented our Blue Ocean Strategy for just this reason.”
“Recovery cannot come without growth and to grow we need to diversify, both within our tourism product as well as in the markets we expand into,” he added. “Currently, we are forging new partnerships in Africa, Asia and the Middle East for better air connectivity from these regions. There is also a great opportunity for us to continue our efforts to grow tourism from Canada.”
He concluded, saying, “As the U.S. is currently facing inflation and threats of a recession, we recommend our partners focus on offering value-added opportunities for customers in all markets, while maintaining price integrity.”
He also noted that a highly skilled workforce is needed to meet the growing demands of the tourism industry, emphasizing the development of education programs and training. He also outlined how Jamaica is developing key pillars for tourism that showcase the destination’s unique culture and heritage while simultaneously addressing the desire from today’s traveler to experience more than just sun, sea and sand.
For more information about Jamaica, visit www.visitjamaica.com.
Related Stories
“Certified Caribbean Travel Advisor” Program to Launch in 2023
Caribbean Tourism: Move Over “Recovery,” Hello “Growth”
Puerto Rico On-Site: Island Shows Few Effects From Fiona
Sint Maarten To Host First Annual Food Festival This November