As the Jamaica Tourist Board (JTB) marks its milestone 70th anniversary, Minister of Tourism, Hon. Edmund Bartlett, is placing the spotlight firmly on the industry’s greatest asset: its workers. At a celebration held at the Hard Rock Hotel in New York, the Minister unveiled a strategic framework that centers human capital as the cornerstone of Jamaica’s future tourism success.
“Our people have always been Jamaica’s greatest asset, and this strategy formally recognizes that truth,” said Minister Bartlett. “To ensure the resilience of the sector, we will build a tourism ecosystem where every worker – from housekeepers to hotel managers, tour guides to transportation providers – has the tools, training, and opportunities to thrive.”
The newly announced initiative is anchored by three core pillars aimed at transforming Jamaica’s tourism workforce:
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Training and Certification to upskill workers and reshape the labor market,
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Housing support for industry employees, and
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Expanded access to the existing Tourism Workers Pension scheme.
“This all falls under our drive to build human capital and make the necessary investment in our people who are our most iconic attraction,” Minister Bartlett explained. “As tourism continues to evolve, our workers will need the skills to adapt and meet the increasing demands. When our workers are equipped, our service standards and resilience will contribute to the sector’s future proofing.”
The Jamaica Tourist Board has played a pivotal role in shaping the island’s global image over the past seven decades, establishing Jamaica as a leading warm-weather destination. In 2024, the island welcomed 4.3 million visitors, with projections pointing toward 5 million arrivals in 2025.
Director of Tourism Donovan White echoed the Minister’s focus on sustainability through empowerment. “This is about recognizing that sustainable tourism depends on sustainable livelihoods for the people who make our industry possible. When our workers prosper, our visitors have better experiences, communities benefit, and our entire nation grows stronger,” White said.
With its forward-looking workforce strategy, Jamaica is positioning itself not only as a regional leader in tourism numbers but also as a model for inclusive, people-centered development in the Caribbean.
