Four key strategies articulated with J$1 billion earmarked for marketing for the rest of 2024

Durrant Pate/Contributor

Tourism Minister Edmund Bartlett has unveiled his ministry’s strategies to grow local tourism given the projected significant growth in global travel, which is expected to reach 1.5 billion by the end of the year, with forecasts predicting nearly three billion tourists globally in the next two decades. 

Addressing the 63rd Annual General Meeting of the Jamaica Hotel and Tourist Association (JHTA) on the weekend, Minister Bartlett shared strategic initiatives designed to ensure that Jamaica remains a top travel destination and continues to thrive in the highly competitive global tourism landscape.

He outlined four key strategies for Jamaica’s tourism growth. These include:

1. Increasing Airlift from South America: New flights from LATAM Airlines, Azul Airlines, and Avianca will open up direct connections to Peru, Brazil, Colombia, and other South American markets. Expanding airlift capacity is crucial for diversifying the country’s tourist base and accessing new regions.
2. Marketing Campaigns in Emerging Markets: With the upcoming roadshow in India, Jamaica is positioning itself to tap into the rapidly growing Asia-Pacific region. By targeting countries like India, the government aims to capture a share of the world’s largest outbound tourism market.
3. Strengthening Destination Assurance: Through the planned amendment of the JTB Act, all tourism operators will be required to obtain licenses, ensuring consistent quality and service standards, even in the growing sharing economy.
4. Investment in Tourism Marketing: The allocation of JMD 1 billion to marketing efforts is the largest in the country’s history, demonstrating a strong commitment to enhancing Jamaica’s global tourism brand.

Detailing plans for increasing airlift

A central component of the minister’s plan to grow Jamaica’s tourism market involves expanding airlift from South America. He announced that LATAM Airlines would begin offering direct flights from Peru to Jamaica starting December 1.

Additionally, discussions are ongoing with Azul Airlines to establish routes from Belem, Brazil, as well as talks with Avianca about potential flights from Colombia and other regions in South America. 

Minister Bartlett highlighted that enhancing airlift capacity is critical for diversifying Jamaica’s visitor base and tapping into emerging markets.

He shared plans for an ambitious marketing campaign targeting India, one of the fastest-growing economies in the world. A roadshow is planned for November to promote Jamaica in this burgeoning market.

“The Asia-Pacific region is set to become the largest outbound tourism market globally, and within the next two to five years, India will emerge as the second most powerful economy. Jamaica must position itself to benefit from this growth,” Bartlett told the JHTA AGM.

He also pointed to ongoing efforts to attract tourists from Eastern Europe and the Schengen area, regions with significant potential for inbound tourism.

To bolster these initiatives, the Minister announced that the Jamaican government has allocated $1 billion toward tourism marketing for the remainder of the financial year.

“This is the largest marketing investment ever provided by the government,” Bartlett declared, underscoring Jamaica’s commitment to strengthening its global presence in the tourism industry.

Innovation and public-private partnerships

In line with the evolving demands of modern travelers, Minister Bartlett encouraged tourism stakeholders to adopt innovative business models and integrate technology to enhance the visitor experience.

This includes leveraging digital platforms, embracing data-driven marketing strategies, and implementing cutting-edge technologies to provide superior customer service and attract a broader range of visitors.

Emphasized the critical role of collaboration between the public and private sectors in driving the growth of Jamaica’s tourism industry, Minister Bartlett emphasized that by fostering partnerships, the government and private businesses can work together to develop infrastructure, improve service quality, and ensure that Jamaica remains competitive in the global tourism market.

Citing Jamaica’s position in global tourism, the minister argued that with global tourism poised for significant growth, the island is strategically positioning itself to capture a larger share of the market.

He contended that strategies, including expanding airlift, targeting emerging markets, and boosting marketing efforts, are designed to ensure that Jamaica remains a top destination for international travelers. 

The Tourism Minister emphasized that as the world’s travel industry continues to evolve, Jamaica is ready to adapt and capitalize on new opportunities, securing its place as a global tourism leader.

He went further to say, “Jamaica’s tourism sector is primed for continued success, thanks to a robust set of strategies aimed at enhancing airlift, expanding into new markets, and improving destination assurance. With the government’s substantial investment in tourism marketing and a focus on public-private partnerships, Jamaica is well on its way to cementing its position as a top-tier destination in the global tourism industry for years to come.”

Stakeholders are called to be proactive and adaptable

Minister Bartlett called on local tourism stakeholders to be proactive and adaptable to emerging trends, stressing that Jamaica must equip itself to meet the increasing influx of travelers while delivering exceptional service.

“The key question is where these travelers will come from and where they will choose to go. Our challenge is to build the capacity within Jamaica to capitalize on this surge in activity,” explained Minister Bartlett. 

He stressed that the global tourism sector has demonstrated remarkable resilience, growing at a consistent annual rate of 3 per cent over the past 30 years, noting that “the economic fortunes of our country rest significantly on the success of tourism.”

Despite the optimistic outlook, the tourism minister urged vigilance in adapting to the changing global environment. He highlighted the importance of remaining flexible and innovative to sustain the growth achieved after the COVID-19 pandemic. 

According to him, “We must be agile, adaptable, and responsive to ensure that the recovery gains are not reversed by the disruptions we’ve encountered.” He encouraged members of the JHTA to explore new business models and integrate cutting-edge technologies to maintain Jamaica’s competitive edge in the tourism sector.

Minister Bartlett also emphasized the importance of destination assurance, urging private sector partners to ensure that Jamaica continues to offer a safe, secure, and seamless experience for tourists. He revealed plans to amend the Jamaica Tourist Board (JTB) Act, requiring all tourism operators, including those in the sharing economy, to be licensed.

“Tourists are now staying in places we never anticipated, and we cannot guarantee the quality of their experiences. This amendment will ensure that high standards are maintained across the board,” the minister explained.

As Jamaica prepares for continued growth, Bartlett underscored the need for public-private partnerships to drive the tourism sector forward. The Minister encouraged JHTA members to embrace creativity and be open to the changes necessary to thrive in an increasingly dynamic global market.

Minister Bartlett expressed confidence in the future of Jamaica’s tourism industry, stating that with the implementation of these strategies, the country is well-positioned to continue its upward trajectory. “Together, we can secure Jamaica’s place as a global leader in tourism for years to come.”