The Ministry of Tourism has begun national public consultations ahead of presenting its Destination Assurance Framework and Strategy (DAFS) to Parliament for approval as a White Paper.

Destination Assurance is seen by Minister of Tourism Edmund Bartlett as key to the future of Jamaica’s tourism success.

“It is a promise to visitors that assures an authentic, safe and seamless vacation experience, which is respectful to the community and environment,” he stated.

LESSONS TAUGHT BY COVID

The first set of consultations took place in Negril at two meetings; first, with members of the Negril Destination Assurance Council, tourism stakeholders, and public and private partners at the Boardwalk Village followed by a town hall meeting with members of the public from Hanover and Westmoreland at the Negril Community Centre.

Referring to lessons taught by the COVID-19 pandemic, Bartlett said: “We are looking at the holistic approach to tourism and a big part of it is that people travel to enable a high level of happiness and satisfaction. They go to destinations where they feel safe, secure and they have a seamless experience.”

He said approval of the White Paper “will make Jamaica the first country in the world to have a Destination Assurance Policy” and the consultation was towards that objective “because that policy can’t be promulgated without the input of you who are the players”.

Stressing that they needed to appreciate their role and responsibility in delivering on Jamaica’s Brand promise, Bartlett underscored: “We don’t want anyone anywhere in the world to second guess the integrity of the promise that when you come to Jamaica you will have a safe, secure, seamless vacation.”

In that vein, he said public order was critical “because tourism cannot function in chaos and disorder” and everyone had a role to play.

“I think the country has to get to the point where we recognise the importance of public order, not just as a security requirement but as a means of enabling a stable and cohesive society where people feel free to move around, to operate without being molested and unduly disturbed by their neighbour,” declared Bartlett.

He said this was not about tourism but about Jamaicans and their neighbours having a society “in which the rules that govern how we interact are respected and maintained”.

STRATEGIC PUSH

The Destination Assurance Policy will be placing special focus on reducing instances of visitor harassment and poor solid waste management practices. With its promulgation, the Ministry of Tourism through its relevant public bodies intends to launch a programme in each resort area for the re-socialisation and skills upgrading of informal operators in the tourism sector and the formalisation of the activities of persons who are trained and empowered with skills.

The strategic push will be supported by a strong legislative agenda, including amending the Tourist Board Act, the Travel Agency Act and their accompanying regulations.

“In this way, the Government will modernise the provisions of these Acts, strengthen enforcement provisions, and improve our tourism product,” said Bartlett.