JTB's Philip Rose says Jamaica’s biggest tourism advantage is its people

Jamaica’s greatest tourism asset is not simply its beaches, landscapes or natural beauty, but its ability to create meaningful connections that leave visitors with lasting memories, according to Jamaica Tourist Board (JTB) Deputy Director of Tourism Philip Rose.

“Jamaica’s greatest tourism asset isn’t our scenery. It is our ability to create genuine human connections and unforgettable memories,” Rose said.

“There is an energy here that visitors feel the moment they arrive,” he continued. “We have an incredible ability to make people feel like family, not tourists. That's why visitors keep coming back. They may come for the sun and sand, but they return because of how Jamaica made them feel. Jamaica becomes more than a destination to them- it becomes a second home.”

Rose, who has spent nearly three decades in the tourism industry, has witnessed the sector navigate major challenges, including hurricanes, COVID-19, general elections and fluctuations in crime rates.

Throughout his career, he has played a key role in the evolution of Jamaica’s tourism marketing strategy, including leading the development of the JTB’s diaspora strategy, which trains leaders and influential members of the Jamaican diaspora to better understand and speak about tourism in Jamaica.

He also helped guide the board’s move into social media marketing before it became standard practice for destination promotion and was among the leadership voices providing communication and reassurance following Hurricane Melissa.

However, Rose said his greatest professional satisfaction comes from seeing tourism improve the lives of Jamaicans.

“It's knowing that, in some small way, I've helped create opportunities for Jamaicans. Tourism works when it changes lives-when it benefits the hotel worker, the farmer, the craft vendor, and yes- even the corn soup man. If I've played any role in that, then I'm incredibly proud of my contribution.”

Born in Kingston in 1972 to Deryck and Patricia Rose, he grew up in a family where his father worked in banking and his mother was a secretary.

Rose attended Sts Peter and Paul Preparatory before moving on to Wolmer’s Boys School, where he developed an interest in Geography, Accounting, English and Business.

He credits his time at Wolmer’s with helping shape his approach to leadership and relationships.

“Attending Wolmer's played a defining role in shaping the man I became,” he said. “Beyond the education, it taught me how to relate to people from every walk of life, value different perspectives and build relationships across different backgrounds. Those lessons have proven just as important as anything I learned in the classroom and have served me well throughout my career.”

After high school, Rose spent a gap year travelling throughout Italy before returning to Jamaica for sixth form and beginning his journey in tourism.

Using the experience gained during his time in Italy, he established himself as the owner and operator of a small independent Destination Management Company (DMC), providing transportation, tours and other services for visitors, primarily from Italy. He also worked in location scouting and management for film productions and video shoots.

“The JTB was actually a client of mine and they kept asking me to come join them full time,” he recalled. “I kept turning them down because I liked my independence and business was great. But then the business flow from Italy slowed down and so I agreed to join them permanently. My first position was Marketing Representative Midwest, based in Chicago, and my job was to sell Jamaica to travel agents there. The year was 1998 and I promised the JTB three years. As you can see,” he said with a wry smile, “I’m still here.”

Over the years, Rose advanced through the ranks, holding five different positions in five different cities across the United States and Canada before being appointed Deputy Director of Tourism in 2023.

Today, based at the JTB’s South Florida office, he oversees Jamaica’s largest and fastest-growing source markets — the United States, Latin America and the Caribbean.

He leads teams responsible for sales, airline and tour operator partnerships, trade relations and growth strategies across those regions.

“My job is to help ensure that more visitors choose Jamaica and, more importantly, that tourism continues to create opportunities for the Jamaican people. Of course, I also support and deputise for the Director of Tourism when necessary, but the role is very much an operational and strategic leadership position in its own right.”

The position also requires Rose to travel extensively, both to promote Jamaica and to study global tourism trends and competing destinations.

“Because of its history, culture, and the way it seamlessly blends tourism into everyday life, Italy will always hold a special place for me,” he said. “I also have great admiration for destinations like Spain and Singapore, each of which has mastered different aspects of the visitor experience.”

He noted that Jamaica’s competition varies depending on the market and traveller, with destinations such as Mexico, the Dominican Republic and other Caribbean islands competing for visitors.

However, he believes Jamaica can remain competitive by continuing to improve its tourism product.

“We can compete with anyone.”

Rose also pushed back against criticism that Jamaica’s tourism industry has become overly commercialized or has lost the simplicity of earlier years.

“That’s nonsense. Yes, we have developed more hotels and added internationally recognized brands, but at our core, Jamaica remains unapologetically Jamaican. Tourism has to evolve. Travelers today expect world-class accommodations and amenities. The challenge isn't whether we develop- it's ensuring that development doesn't come at the expense of our authenticity.”

“I would argue that Jamaica's greatest strength is that we offer both. A visitor can stay at a luxury resort and still leave with memories of a jerk pan, a reggae band, a conversation with a local, or a trip into the countryside. As long as we protect our culture and ensure that tourism benefits our people, we will never become a ‘little Hawaii.’ We will simply be a better, stronger version of Jamaica.”

Looking ahead, Rose said there is still room for Jamaica’s tourism industry to become more inclusive by ensuring more Jamaicans benefit from visitor spending.

He said he would like to see more initiatives that connect the tourism dollar with farmers, entertainers, craft vendors and transportation providers, strengthening the industry and making it more sustainable.

Rose entered the Jamaica Tourist Board in 1998 expecting to stay only three years. Nearly three decades later, he remains committed to telling Jamaica’s story and expanding opportunities through tourism.

“Essentially, I’ve always been challenged and subsequently promoted in every role I’ve had at JTB. I would not have stayed if I was stagnant. And if I weren’t in tourism here, I'd probably be in tourism in some capacity elsewhere, because I've always enjoyed telling stories, building relationships and connecting people to experiences. But I genuinely love what I do and who I do it for- the people of Jamaica.”