In a recent session of the Standing Finance Committee of the House of Representatives, Hon. Edmund Bartlett, Jamaica’s Tourism Minister, unveiled optimistic projections for the country’s tourism sector.
By the close of the 2023/24 fiscal year at the end of March this year, Jamaica anticipates hosting 4.2 million visitors, generating an estimated US$4.1 billion in revenue.
“For 2024/25, it is intended to increase that (arrivals and earnings) to 4.529 million visitors and US$4.8 billion in earnings. Just to indicate that we would be just about $200 million shy of the US$5 billion in earnings, which will be realized in the 2025/26 fiscal year to satisfy that projection that we have made,” Bartlett said.
The minister was referring to the 5x5x5 growth strategy of five million visitors and earnings of US$5 billion by 2025.
Cruise tourism rebounds
Regarding cruise tourism, Mr. Bartlett informed that the sector has rebounded, “and we are just really back to 2019 levels in terms of our projection for 2024/25 at 1.3 million [arrivals]”.
“Of course, we are projecting to break the three-million barrier for stopover arrivals for the first time in the history of Jamaica. The importance of achieving three million is significant in that, at that point, the ratio of visitors to locals will be one-on-one and the flow-through effect in the economy is now going to be realized in a really meaningful way… because that type of earning drives a level of demand, and the demand is being supplied through the activities of our local persons,” he indicated.
“Yes, we do have an external factor in terms of items that we do not produce in Jamaica that we would have to import. But there is a growing energy on the supply side, and the budget in its detail will speak to programs and strategies that we will be employing to build out on the supply side to strengthen the supply side,” the Minister added.
New developments coming
To bolster Jamaica’s tourism infrastructure and supply chain, Bartlett outlined plans to establish a supplies logistics center within a special economic zone. This initiative aims to enhance local skills and create exportable tourism expertise, positioning Jamaica as a hub for industry innovation.
Furthermore, in collaboration with UN Tourism, Jamaica is spearheading the establishment of a regional tourism academy to prepare workers for the industry’s evolving landscape, characterized by advancements in artificial intelligence, digitalization, and virtualization.
Bartlett emphasized the importance of retraining workers to meet these emerging demands, ensuring Jamaica remains at the forefront of the global tourism industry.
