Jamaican has entered into a collaboration with the Inter-American Development Bank (IDB) to develop a new tourism strategy that addresses economic growth, environmental sustainability, cultural preservation and quality of life issues.

The comprehensive tourism strategy is being designed to better enable Jamaicans to tap into the vast potential of the local tourism sector.

Tourism Minister Edmund Bartlett has argued that while Jamaica continues to be a top tourism destination, drawing millions of tourists from around the globe each year, the country needs to evolve in order to stay ahead of competing destinations.

“A well-defined tourism strategy and action plan will help us identify the strengths and weaknesses of our tourism industry, chart our goals and objectives, and define the road map to achieve them,” Bartlett said, addressing the first Tourism Strategy Development Workshop at the Montego Bay Convention Centre in Rose Hall, St James earlier in June.

According to the minister, “we are renowned globally for our breathtaking natural beauty, vibrant culture, great food and warm hospitality. However, we can no longer rely solely on these assets to drive our tourism sector.”

He pointed out that a strong and comprehensive tourism strategy will aid in further driving economic growth and development, highlighting that the tourism sector now generates direct employment for 175,000 Jamaicans and indirect employment for more than 354,000 others, including farmers, craft vendors, entertainers and transportation operators. 

As such, Bartlett articulated that the vision is to make tourism inclusive, the driver of the economy and the centre of community enrichment and human development. The Tourism Strategy Development Workshop involved stakeholders from a wide cross-section of industries and government.