MONTEGO BAY, Jamaica – Jamaica’s tourism industry is preparing for its next major transformation as Minister of Tourism Edmund Bartlett and the newly elected leadership of the Jamaica Hotel and Tourist Association (JHTA) pledged a new era of public-private collaboration aimed at reshaping the country’s tourism model.
The commitment emerged following an inaugural strategic meeting between Minister Bartlett, senior tourism officials and the JHTA’s newly elected executive committee, led by President O’Brian Heron, at the Montego Bay Convention Center on July 16.
The meeting comes at a pivotal moment for Jamaica’s tourism industry. While the destination continues to recover from the impacts of Hurricane Melissa, the government is simultaneously advancing its ambitious Tourism 3.0 strategy—a long-term vision that seeks to move Jamaica beyond traditional tourism development toward a more inclusive, resilient and technology-driven industry.
Unlike earlier phases of tourism development that focused primarily on increasing visitor arrivals and expanding hotel capacity, Tourism 3.0 aims to ensure that tourism wealth reaches deeper into local communities by strengthening domestic supply chains, supporting small businesses, expanding workforce development and creating greater opportunities for Jamaicans to participate across every level of the visitor economy.
PHOTO: Senior executives of the two most powerful administrative bodies in Jamaica’s tourism industry, get together for this group photo during a meeting between newly elected president of the Jamaica Hotel and Tourist Association (JHTA) and his executive members and Minister of Tourism, Hon. Edmund Bartlett along with senior tourism officials on Thursday, July 16, 2026, at the Montego Bay Convention Centre, setting the tone for collaboration on the way forward. From left are: Executive Director, Montego Bay Convention Centre, Mureen James; 4th Vice President, JHTA, Nadine Spence; Director of Tourism, Donovan White; Acting Executive Director, Tourism Enhancement Fund, Carolyn McDonald Riley; JHTA 2nd VP, Kyle Mais; JHTA President, O’Brian Heron; Minister of Tourism, Hon Edmund Bartlett; Permanent Secretary, Ministry of Tourism, Jeniffer Griffith; 1st VP JHTA, Kerry-Ann Quallo Casserly and 3rd VP JHTA, William Vassell.
Minister Bartlett described the initiative as one of the most significant shifts in Jamaica’s tourism policy in decades.
“We are driven by the need for the industry to transform itself—to move beyond the perception of tourism as an extractive industry and instead become one that creates the capacity for all Jamaicans to extract wealth and opportunity from tourism,” Bartlett said.
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A key topic during the discussions was the Government’s proposal to establish a Tourism Authority to strengthen sector governance.
Bartlett emphasizes that the new body is intended to enhance coordination across the industry rather than diminish the influence of the Jamaica Hotel and Tourist Association.
“I want to point out very early that any suggestion with regard to strengthening governance through an additional layer of guidance is not intended in any way to reduce the effectiveness, impact, value or importance of the JHTA,” he said.
Instead, he explained, the objective is to create a governance structure that brings together government agencies, private-sector stakeholders and industry partners to guide tourism policy and implementation more effectively.
Recovery Requires Deeper Partnerships
Bartlett also argued that Hurricane Melissa has reinforced the need for stronger collaboration across Jamaica’s tourism ecosystem.
While some resort areas recovered quickly, others continue rebuilding, creating uneven conditions across the island.
“The challenge is ensuring that everyone benefits from the recovery because our success is interconnected,” Bartlett noted. “We must collaborate even deeper, and I am inviting a closer working relationship between your office, the Jamaica Tourist Board and the Ministry as we navigate this recovery together.”
Tourism 3.0: From Visitor Numbers to Shared Prosperity
Tourism 3.0 represents the next evolution of Jamaica’s internationally recognized tourism strategy, championed by Minister Bartlett over the past decade.
Rather than measuring success solely through record-breaking arrival figures, the initiative focuses on increasing the economic value retained within Jamaica through stronger linkages with agriculture, manufacturing, entertainment, transportation, creative industries and local entrepreneurship.
The strategy also places significant emphasis on digital transformation, sustainability, resilience, community tourism and preparing the industry for future disruptions.
Bartlett stressed that achieving these objectives will require a close partnership with the JHTA.
“A significant responsibility will rest with the JHTA as we work together to strengthen local supply chains, improve social stability and ensure that more Jamaicans participate meaningfully in tourism’s success,” he said.
New JHTA President Embraces Vision
JHTA President O’Brian Heron, elected just three weeks ago, signaled that collaboration with government will define his administration.
“My focus is on increasing collaboration with the Ministry and with our key stakeholders because, for me, it’s Jamaica first,” Heron said. “All of us have a role to play in achieving what we need to accomplish together.”
Heron said the Association fully supports Tourism 3.0, describing it as an opportunity to elevate Jamaica’s tourism product while creating greater benefits for local communities.
“We’re excited about Tourism 3.0 because it gives us an opportunity to elevate the product we already have, strengthen the infrastructure that exists and bring more Jamaicans into the industry’s success,” he said. “It also creates greater opportunities for visitors to leave the traditional tourism spaces and engage with our communities.”
He identified tourism competitiveness, workforce development, disaster preparedness and stronger policy with government among the Association’s immediate priorities.
Investing in People
Bartlett underscored that people—not infrastructure—will remain the foundation of Jamaica’s competitive advantage.
He highlighted expanded professional certification through the Jamaica Center of Tourism Innovation (JCTI), improved career mobility and enhanced worker welfare as essential pillars of Tourism 3.0.
“Tourism is, above all else, a people industry,” Bartlett said. “Technology will enhance what we do, but it is our people who will determine our competitiveness.”
These initiatives form part of Jamaica’s long-term objective of attracting 10 million visitors and generating US$10 billion in tourism earnings over the next decadewhile ensuring that the benefits of tourism are more broadly shared throughout the Jamaican economy.
The meeting signals what both government and industry leaders hope will become a defining partnership as Jamaica enters the next phase of tourism development—one focused not only on growing arrivals, but on building a more resilient, inclusive and sustainable tourism economy.
