Tourism Minister Edmund Bartlett has challenged the Jamaica Hotel and Tourist Association (JHTA) to play a central role in advancing Jamaica’s Tourism 3.0 agenda, encouraging the organization to reinvent itself as the backbone of a proposed National Tourism Council and to support major investments and future tourism expansion.
OCHO RIOS, Jamaica : Minister of Tourism, Hon. Edmund Bartlett, has called on the Jamaica Hotel and Tourist Association (JHTA) to take a leading role in advancing Jamaica’s Tourism 3.0 growth agenda, urging the organization to reinvent itself to meet the demands of a rapidly evolving industry.
Addressing the JHTA’s 65th Annual General Meeting at Sandals Dunn’s River in St. Ann, Minister Bartlett expressed confidence in the future of Jamaica’s tourism sector, describing it as one filled with tremendous opportunity. However, he stressed that achieving the next phase of growth will require the country’s principal tourism stakeholders to embrace innovation and stronger leadership.
“Government is reimagining the tourism product, but the gatekeepers, of which the JHTA is number one, have to reinvent themselves,” Bartlett told members. “This is your moment to reexamine and to reimagine what you are about and how you are going to move tourism into the next decade.”
The Tourism Minister noted that with billions of dollars being invested in the sector, he wants to see more investors actively participating in shaping the direction of the JHTA and the broader tourism industry.
As part of the Government’s Tourism 3.0 strategy, Bartlett announced plans to establish a National Tourism Council to support the National Tourism Authority. The council will bring together tourism investors alongside representatives from every ministry and sector that contributes to tourism delivery.
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The new body will evolve from the existing Tourism Linkages Council, expanding its scope to provide unified leadership across government and industry. Bartlett explained that the council will help address issues that influence Jamaica’s tourism reputation but fall outside the direct responsibility of the Ministry of Tourism.
“When the advisories come, they are rarely about the experience of the visitor at the hotel or attraction,” he said. “The grading and final categorization of us is based on matters that do not fall directly into the remit of the Ministry of Tourism but in the remit of other ministries.”
Bartlett emphasizes that the JHTA would serve as the cornerstone of the new governance framework.
“The JHTA is going to be the backbone of that council, so you have to reimagine yourself,” he said.
The Minister also highlighted ambitious plans for Jamaica’s cruise tourism sector, stating that its future “has never been brighter.” He revealed that discussions are underway that could significantly transform the island’s cruise industry.
Among the planned developments are new cruise ports on Jamaica’s South Coast, in St. Thomas, and in Lucea. Bartlett said Lucea is being positioned to become the country’s maritime capital for pleasure boating and yachting, with ongoing discussions expected to dramatically increase visitor traffic into the town.
The announcements form part of the Government’s reflected vision to strengthen Jamaica’s tourism competitiveness, diversify visitor experiences, and create a more integrated, resilient tourism industry capable of sustaining long-term growth.
Feature Photo:
(HM JHTA) Minister of Tourism, Hon. Edmund Bartlett (standing), addresses members of the Jamaica Hotel and Tourist Association (JHTA) during the organization’s 65th Annual General Meeting at Sandals Dunn’s River in St. Ann. During his presentation, the Minister urged the JHTA to play a central role in driving Jamaica’s Tourism 3.0 growth agenda by reinventing itself as the backbone of the proposed National Tourism Council.
