Jamaica’s Ministry of Tourism, along with its public bodies and industry partners, is gearing up to observe Tourism Awareness Week (TAW) 2024 from September 22-28 under the theme “Tourism and Peace: Out of Many, One Love.”
This year’s focus aligns with the United Nations World Tourism Organization’s global theme for World Tourism Day on September 27, “Tourism and Peace.”
Minister of Tourism, Hon. Edmund Bartlett, emphasized the significance of the week, highlighting the profound impact of tourism beyond just its economic benefits. “Tourism is not just an economic driver for Jamaica, but a bridge between cultures. It creates an intercultural dialogue that breaks down barriers and promotes understanding,” said Minister Bartlett. “The theme ‘Tourism and Peace: Out of Many, One Love’ encapsulates the essence of Jamaica—a vibrant blend of cultures that unites both locals and visitors in a shared love for humanity.”
Echoing the Minister’s sentiments, Jamaica’s Director of Tourism, Donovan White, added, “The events for Tourism Awareness Week 2024 will showcase how the sector can act as a catalyst for peace both locally and globally. Through tourism, Jamaica has the opportunity to lead the way in creating a world where peace is not just an aspiration but a tangible reality.”
A week of activities
The week’s activities will kick off with a Thanksgiving Church Service at the Family Church on the Rock in Montego Bay on Sunday, September 22. A series of events will follow, including the unveiling of a mural along Peters Lane, Downtown Kingston, on Monday, September 23. Inspired by the TAW theme, the mural will symbolize tourism’s ability to foster unity across cultures.
One of the highlights of the week is the TAW Youth Forum on Wednesday, September 25. Students from Tourism Action Clubs (TAC) across the island will gather to explore the role of tourism in promoting peace and unity. The forum will feature a Speaker Series and a Storytelling Competition, giving students the opportunity to share their vision for a peaceful world shaped by tourism.
On Thursday, September 26, the focus will shift to Jamaican cuisine with “Savour Jamaica,” a culinary event at the Artisan Village in Falmouth, Trelawny. Themed “Out of Many, One Pot, One Love,” the event will showcase authentic Jamaican dishes, emphasizing how food connects people through gastronomy tourism.
The week will culminate with the “Out of Many, One Love” concert at Devon House on Friday, September 27, in celebration of World Tourism Day. Hosted by Jenny Jenny, the concert will feature performances by Jesse Royal, Lila Ike, and DBurnz, with music by DJ Kurt Riley. The event will bring together the public, tourism partners, and stakeholders for an evening of cultural exchange and celebration.
While the events unfold in Jamaica, Minister Bartlett will join global tourism leaders in Tbilisi, Georgia, to mark World Tourism Day 2024. Reflecting on the global significance of tourism, he stated, “Peace is more than just the absence of conflict; it is harmony, acceptance, and mutual understanding. Jamaica’s tourism industry is not only a pillar of economic growth but also a force for global peace. By fostering the free flow of people and ideas across borders, tourism builds bridges of understanding and acceptance.”
He urged all to participate in the week’s activities and stay engaged through the Ministry’s social media platforms @tourismja for further updates. “Let us use tourism as a powerful tool to change the world, fostering global unity and understanding,” Minister Bartlett added.
