Jamaica to spotlight AI and digital transformation during Tourism Awareness Week

Artificial intelligence (AI), digital transformation and the future of Jamaica’s tourism economy will take centre stage during Tourism Awareness Week 2026, as the Ministry of Tourism and industry partners examine how technology is reshaping the sector.

Tourism Awareness Week will run from September 27 to October 3 under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism,” which mirrors the United Nations Tourism theme for World Tourism Day.

The week will focus on how AI and other digital tools can strengthen destination management, visitor services, workforce development, resilience and decision-making, while exploring the opportunities and challenges created by emerging technologies.

Tourism Minister Edmund Bartlett said the theme reflects the pace at which technology is changing the global tourism industry.

“Tourism is being transformed, and the pace of technological change means that Jamaica must not simply respond to the future, we must help to shape it,” Bartlett said. “Tourism Awareness Week 2026 gives us an opportunity to look closely at how artificial intelligence, and digital technology can strengthen our tourism industry while ensuring that people remain at the heart of the experience.”

Bartlett said the focus on technology forms part of the Ministry’s broader Tourism 3.0 growth agenda, which seeks to position tourism as a platform for national economic transformation.

“Tourism 3.0 is about using innovation, technology and stronger local participation to create greater value for Jamaica in this new era of tourism,” he said.

He added that the goal is to build a tourism sector that is more resilient while creating opportunities for workers, entrepreneurs, communities and local businesses.

“The technology is the tool; the people and the value we create for Jamaica are the purpose,” Bartlett said.

Director of Tourism Donovan White said Jamaica’s adoption of AI must be balanced with preserving the human elements that distinguish the destination.

“The digital future of tourism is already here, and Jamaica is preparing to participate in that future with purpose,” White said.

He pointed to potential applications including destination marketing, visitor assistance, data analytics and workforce preparation, saying technology could make the industry more responsive, accessible and competitive.

At the same time, White said AI should complement rather than replace the Jamaican tourism experience.

“Our hospitality, authenticity, creativity and human connection remain central to what visitors come here to experience,” he said. “The opportunity is to use AI to make that experience even more meaningful.”

Week of activities

The programme began with a Thanksgiving Church Service at Faith Temple Assemblies of God in Montego Bay on Sunday, September 27, which also marked World Tourism Day.

Throughout the week, full-page print and digital advertorials will highlight how the Ministry, its public bodies and tourism stakeholders are using technology and AI in areas including destination marketing, tourism services, workforce development and destination management.

A Speaker Series, scheduled for September 28-29 and October 1-2 at selected Tourism Action Club schools, will bring tourism leaders, policymakers, technology experts and industry representatives together with students to discuss the opportunities, challenges and implications of AI for Jamaica’s tourism industry.

Young people will also be the focus of the Tourism AI Youth Forum on September 30. The annual event will challenge students to explore ways emerging technologies can address tourism-related challenges and reshape the visitor experience.

The forum will include an AI Challenge, exhibitions, entertainment and discussions with tourism and technology experts.

The Tourism Enhancement Fund, through the Jamaica Centre for Tourism Innovation, will also host the Hospitality & Tourism: AI in Tourism Workshop on October 1.

The workshop will feature concurrent sessions examining AI’s implications for hospitality, workforce development, service excellence, education, skills and the future of work. An Innovation Corridor will also showcase technology companies offering solutions for tourism businesses.

The Ministry is encouraging Jamaicans, tourism stakeholders and young people to participate in the week’s activities and follow its social media channels for updates.