Jamaica’s Minister of Tourism, Edmund Bartlett, has outlined a recovery strategy for the island’s tourism sector that prioritizes resilience, sustainability and innovation in the face of evolving global disruptions, the most recent being the passage of Category 5 Hurricane Melissa.

The Jamaica Tourist Board (JTB) said in a press release that the storm brought sustained winds of 185 miles per hour with gusts reaching 252 miles per hour, a magnitude the Caribbean and Jamaica have never experienced.

Despite the storm’s severity, Bartlett reaffirmed Jamaica’s position as a value proposition for visitors worldwide.

“When we have mega disruptions of whatever type, whether weather-related or otherwise, the world recognizes that Jamaica is somewhere to visit, that Jamaica is a safe destination, that Jamaica is secure, and that Jamaica will give them a seamless experience,” he said.

The Minister highlighted Jamaica’s unique competitive advantages: excellent accommodations, a wonderful ambience and most people with hospitality.

Addressing the media in New York, Bartlett said, “As we chart the course forward for Jamaica’s tourism sector, we are not simply seeking to return to where we were. We are reimagining what our industry can be: stronger, more sustainable and better equipped to weather any storm that may come our way.”

According to the press release, the recovery framework includes building back better in vulnerable areas and reimagining resort areas, with more tourist experiences and new townships in coastal areas such as Black River.

It will also look at environmental sustainability and workforce development.

Diversification will also be a priority to provide increased opportunities for Jamaica’s tourism in new and emerging markets. On this note, there continues to be a strategic push to tap into lucrative markets like Latin America and the GCC.

“This reimagining is about future-proofing Jamaica’s most vital economic sector,” Bartlett added. “We are rebuilding tourism to sustain our people’s livelihoods for generations to come, while preserving the natural beauty and cultural richness that make Jamaica truly special.”

Over 70 percent of the island’s hotels are open, with all airports and cruise ports fully operational. Attractions and tours are also open for business and welcoming visitors.

The Minister will continue to work closely with industry stakeholders, international partners, and local communities to implement this vision.

Image: Minister of Tourism, Hon Edmund Bartlett and Deputy Director of Tourism, Americas, Philip Rose pause for a photo with trade and consumer media