Jamaica’s tourism sector is entering a new era of transformation under the banner of Tourism 3.0, a strategy aimed at repositioning the destination for sustained growth, enhanced competitiveness and greater benefits for Jamaican workers and communities.

Speaking at the opening of CTO Caribbean Week in New York, Minister of Tourism Edmund Bartlett underscored the resilience of Jamaica’s tourism sector, noting that despite a series of global disruptions, the industry has continued to demonstrate its strength and adaptability.

“In every instance, the real resilience that is the essence of tourism manifested itself in Jamaica,” said Bartlett. “These disruptions have bent us a little bit, but they have not broken the spirit of the Jamaican people.”

“Tourism 3.0 is about building a stronger, smarter and more inclusive tourism sector, which places our people at the center of development and ensures that the benefits of tourism are shared more broadly than ever before,” Bartlett said.

At the heart of the framework is a renewed focus on human capital development, emphasizing training and professionalization as key drivers of the sector’s future success.

Through the Jamaica Centre of Tourism Innovation (JCTI), more than 25,000 tourism workers have been trained and certified over the past seven years, strengthening the industry’s workforce and enhancing service excellence across the sector.

CTO said in a press release that Jamaica’s Ministry of Tourism has also established two specialized academies focused on gastronomy and entertainment, creating new pathways for career advancement and leadership opportunities.

Bartlett announced the graduation of the first cohort of Executive Sous Chefs, marking a milestone in advancing Jamaican talent into senior culinary leadership positions.

“We are ensuring that Jamaican professionals take their rightful place in the leadership of the sector,” he said.

The minister also pointed to ongoing efforts to improve the welfare and long-term security of tourism workers, as well as initiatives to expand housing opportunities for them.

Bartlett also expressed confidence that Jamaica’s resilience, combined with strategic investments in people and innovation, will position the island for a new era of success.

Image: Bartlett addresses delegates at the Caribbean Tourism Organization’s Caribbean Week at the Intercontinental Hotel in New York