Jamaica’s Minister of Tourism, Hon. Edmund Bartlett, emphasized the critical role of reimagining Caribbean tourism to bolster industry resilience.
Speaking at the Council of Ministers during the Caribbean Tourism Organization’s (CTO) Caribbean Week in New York on June 18, Minister Bartlett advocated for transformative changes aimed at fortifying the region.
Strategic vision amidst challenges
During Caribbean Week, held in conjunction with Caribbean-American Heritage Month, Minister Bartlett underscored tourism’s pivotal position as the lifeblood of the Caribbean.
He stressed the necessity of adapting to evolving demands and potential disruptions post-COVID-19, highlighting the imperative for strategic reassessment.
Collaborative evolution
Acknowledging the call from the CTO Secretariat to reimagine the organization, Minister Bartlett endorsed a shift from competition to “co-petition.”
This approach, he argued, would enhance partnerships, creativity, and opportunities across the region, ultimately benefiting community livelihoods.
Planning for sustainable growth
The CTO’s core objective is to facilitate sustainable tourism development for the economic and social advancement of Caribbean nations.
Following this year’s deliberations, plans are underway to engage consultants in reimagining the organization.
A dedicated working committee will ensure the active participation of Caribbean destinations in shaping this strategic evolution.
