As the Jamaica Tourist Board celebrates its milestone 70th anniversary, Minister of Tourism Edmund Bartlett has reiterated that workers in the sector are at the heart of the destination’s success and excellence.

In highlighting this fact, the Minister has unveiled a strategic framework that places tourism workers at the absolute centre of the island’s tourism development strategy. The comprehensive initiative positions Jamaica as the Caribbean’s premier destination through investment in human capital.

Speaking at the Jamaica Tourist Board’s 70th anniversary celebration at the Hard Rock Hotel in New York on Wednesday, June 4, Minister Bartlett emphasised the importance of building human capital to future-proof Jamaica’s tourism for the next 70 years and beyond.

“Our people have always been Jamaica’s greatest asset, and this strategy formally recognises that truth. To ensure the resilience of the sector, we will build a tourism ecosystem where every worker—from housekeepers to hotel managers, tour guides to transportation providers—has the tools, training, and opportunities to thrive,” Bartlett said.

The initiative encompasses three core pillars designed to transform Jamaica’s tourism workforce—Training and Certification to upskill workers and change the labour market arrangement; Housing; and access to the already established Tourism Workers Pension scheme.

“This all falls under our drive to build human capital and make the necessary investment in our people, who are our most iconic attraction. As tourism continues to evolve, our workers will need the skills to adapt and meet the increasing demands. When our workers are equipped, our service standards and resilience will contribute to the sector’s future proofing,” said Bartlett.

For 70 years, the Jamaica Tourist Board has been at the helm of promoting the island as a premier warm weather destination. Last year, the island welcomed 4.3 million visitors with a projection of 5 million for 2025.

“This is about recognising that sustainable tourism depends on sustainable livelihoods for the people who make our industry possible. When our workers prosper, our visitors have better experiences, communities benefit, and our entire nation grows stronger,” said Director of Tourism Donovan White.