The Government of Jamaica is devising a robust strategy that will allow Jamaicans to tap into the vast potential of the local tourism industry.
The initiative is a collaboration with the Inter-American Development Bank (IDB) and involves industry leaders.
Issues pertaining to economic development, environmental sustainability, cultural preservation, and quality of life will be addressed.
Edmund Bartlett, the Minister of Tourism, stated at the first Tourism Strategy Development Workshop held at the Montego Bay Convention Centre in Rose Hall, St. James, that 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”.
While the country remains a premier tourist destination, attracting millions of visitors from around the globe each year, it must evolve in order to maintain its competitive edge.
“We are internationally renowned for our breathtaking natural grandeur, vibrant culture, delicious cuisine, and warm hospitality. However, we can no longer rely solely on these assets to propel our tourism industry, as the Minister emphasised. In addition, he stated, “We must recognise that the global tourism market is becoming more competitive, and we must constantly evolve and adapt to stay ahead of the curve… to ensure that we offer the best possible experience to visitors.” To ensure that the people of Jamaica benefit from and capitalise on future tourism opportunities, we must continually evolve and adapt.”
Consequently, the Minister emphasised that the need for a robust and comprehensive tourism strategy will further stimulate economic growth and expansion. He noted that the sector now directly employs 175 000 Jamaicans and indirectly employs more than 354 000 others, including farmers, artisan vendors, entertainers, and transportation operators.
“In addition, tourism is the single largest contributor to the gross domestic product (GDP), the country’s primary source of foreign revenue, and one of its primary export sources. “Over the past 30 years, the tourism industry has grown by 36% compared to the overall economic growth of 10%,” he noted.
The vision, according to Bartlett, is to make tourism inclusive, the economic engine, and the hub of community enrichment and human development.
“It requires a collective commitment from everyone in this chamber today. “Let’s seize this opportunity to work together, unifying our vision and efforts to secure the future of our beloved country and create a legacy that we can be proud to pass on to future generations,” he said.
This was the first of a series of strategy development workshops being conducted in resort destinations with the participation of stakeholders from a diverse array of industries and government agencies.
Source: travelbizmonitor