President of the Jamaica Hotel and Tourist Association (JHTA) Christopher Jarrett has emphasised that forging strong relationships is the foundation to making tourism a sustainable industry with widespread economic impact.

The JHTA president, while speaking at the Montego Bay Convention Centre on the opening day of Jamaica Product Exchange (JAPEX) 2025 on Monday, September 22, urged both buyers and sellers to engage in building meaningful and long-lasting partnerships that will redound to the continued growth of the tourism sector.

“Over the next few days, buyers, suppliers, and partners will converge to connect, learn, and discover unparalleled opportunities that will shape the future of our industry. The theme for this year’s event, ‘JAPEX 2025: Ready, Set, Go!’ is a call to action. It reflects our readiness to innovate, our set strategy for growth, and our shared momentum as we move forward together,” he said.

“But as we all know, JAPEX is more than just transactions. It is fundamentally about building relationships—relationships that start here and blossom into long-standing partnerships, creating real and lasting benefits for Jamaica’s entire tourism sector. This collaborative spirit is our strength, our secret ingredient, and our greatest asset,” Jarrett continued.

While welcoming international buyers and travel partners to the event, the JHTA head invited the visitors to venture beyond the corridors of their hotels and the hallways of the conference venues to experience authentic Jamaican hospitality. In this regard, he highlighted opportunities to visit attractions, engage in adventure tours, stay at private luxury villas, and immerse themselves in community activities.

“The best business is not done in a boardroom; it’s forged through shared experience. So, I urge you: take time beyond these halls to truly experience Jamaica firsthand,” Jarret reasoned. “This year, our opening ceremony was held right at Harmony Beach Park. It was a deliberate choice—an opportunity for you to mix and mingle with our local population, to feel the pulse of the community, and to truly understand the heart behind our hospitality.”

Jarrett further encouraged the international travel partners and buyers to also sample Jamaican fare such as jerk chicken and seafood, and to also connect with “the soul of the island” through music and dance, noting that they are part of the fabric of Jamaica’s heritage and cultural offering. The JHTA president also highlighted the natural assets of Jamaica, including the Blue and John Crow Mountains, hidden coves, and pristine beaches.

These experiences, Jarret said, will amplify the visitors’ storytelling and so better convey the selling points of Jamaica “in the most compelling way possible. You become more than a seller of travel; you become a storyteller… a purveyor of dreams.”

Legacy, expansion and sustainability

In emphasising the goal of JAPEX to promote Jamaica’s tourism product, the JHTA president pointed out that the sector is “our engine of growth, contributing significantly to our GDP and employment”. Moreover, he pointed out that the success of the local tourism sector is not unexpected but the result of strategic initiatives, including market expansion.

On this note, Jarrett said: “We cannot rely on a single customer base. As Director of Tourism Donovan White has noted, we are actively deepening our expansion into emerging markets, particularly in Latin America. These are untapped opportunities with tremendous potential, and we are strategically investing in new airlift and partnerships to make them a reality.”

Market expansion has also given way to product diversification, as the Jamaica Tourist Board and JHTA jointly explore offering options beyond the traditional all-inclusive model and have begun to promote Jamaica as a high-end luxury destination.

“We are expanding into luxury tourism, branded residences, and unique experiences that appeal to discerning travellers seeking something truly special. This also means empowering our smaller suppliers and attractions—our destination management companies, our transportation partners, and our tour companies—who are the lifeblood of our comprehensive tourism product,” he outlined.

At the same time, the JHTA president emphasised the importance of preserving the natural ecosystem that supports Jamaican tourism, noting that the success of the local sector and its potential earnings should not compromise the physical and human environments.

“Sustainable tourism is not a buzzword; it is a fundamental commitment. We are focused on initiatives that protect our natural resources, invest in local communities, and ensure that the benefits of tourism are shared widely across our island. It is about building a sustainable path to growth in a long-term way, for generations to come,” Jarrett championed.

Partnering to drive innovation

As the JHTA president encouraged building relationships, he highlighted that another area in which the organisation will be collaborating with the government through the JTB is innovation and the use of technology.

“The world of travel is constantly evolving, and we must evolve with it. Innovation is no longer a luxury; it is a necessity. From seamless booking platforms to personalised guest experiences powered by data, we are embracing technology to enhance every aspect of the visitor journey,” he shared.

In this regard, he said both the JHTA and JTB are committed to investing in the training and development of tourism personnel with the necessary technology skills to improve the guest experience in Jamaica and, as such, thrive in the competitive global tourism market.

“The collaboration between the JHTA and the Jamaica Tourist Board is stronger than ever. Our ability to work together—to align our strategies and pool our resources—is a model of public-private partnership that drives success for all,” Jarret said.

As he closed, he reiterated the need to collaborate, network and exchange ideas, highlighting that, “The best solutions often come from unexpected conversations.”

“Build those relationships that will serve as the foundation for future growth and innovation. Learn from each other’s successes and failures. The collective wisdom in this room is a powerful force for progress,” the JHTA president further encouraged.