In a decisive step toward embedding long-term resilience and inclusivity into Jamaica’s tourism sector, the Minister of Tourism, Hon. Edmund Bartlett, outlined major legislative, strategic, and institutional advancements during his 2025 Sectoral Debate presentation to Parliament. The initiatives reflect a maturing tourism framework aligned with Jamaica’s economic transformation agenda.

Tourism Legislation to Empower Workers and Stakeholders

A cornerstone of the Ministry’s 2025 agenda is the modernization of Jamaica’s legislative tourism framework. Among the most anticipated reforms:
• The new Tourist Board Act, which will clearly define the strategic functions of the Jamaica Tourist Board in a modern, global environment.
• The Travel Agency Act, which will update and regulate Jamaica’s outbound travel market in line with international best practices.
• Reforms to gratuity and income structures in partnership with the Ministry of Labour to formalize compensation for tourism workers.
• The Tourism Workers Pension Scheme, with over 11,000 workers enrolled to date, now poised for expanded enrollment and benefits.
• The National Cruise Council will be formally institutionalized to optimize cruise development and governance.

“These reforms are not just about policy—they are about protection, participation, and prosperity for every Jamaican in tourism,” said Minister Bartlett.

Public Bodies Driving Excellence Across the Sector

The Ministry also highlighted the pivotal work of its tourism agencies and public bodies:

Tourism Product Development Company (TPDCo)
• Over 1,800 workers trained in customer service and safety.
• Conducted 3,000+ inspections and launched a renewed “Team Jamaica” tourism certification.
• New mystery shopper programme to enhance service standards across accommodations and attractions.

Montego Bay Convention Centre (MBCC)
• Hosted 221 business events, welcoming over 73,000 attendees.
• Generated J$312 million in revenue, a 65% year-over-year increase.
• Now equipped with electric vehicle charging stations and solar panels as part of the green transformation.

Jam-Iconic Experience Initiative
• New artistic landmarks unveiled in Montego Bay, Negril, and Hope Gardens, promoting destination branding through visual storytelling.
• Features culturally inspired sculptures and immersive experiences to boost local pride and international appeal.

Vision 2025/26: Strategic Priorities for the Year Ahead

The Ministry unveiled 15 strategic priorities to anchor the next fiscal year. Among them:
• Spruce Up Jamaica 2.0, an islandwide beautification and upliftment initiative
• National Heritage Sites Branding Programme
• Tourism Youth Council to embed youth voices into policymaking
• Caribbean Tourism Think Tank to foster regional collaboration
• Tourism Loyalty Card and digital solutions to promote domestic travel
• Sustainability and climate indicators integrated into performance metrics

“We are not just targeting numbers—we are building a destination that reflects the pride of its people and the promise of its future,” Minister Bartlett stated.

“Tourism must not only grow. It must grow the country.”

Looking Ahead
As Jamaica heads toward its “5x5x5” milestone—5 million visitors, US$5 billion in earnings by 2025—this third pillar of reform ensures that infrastructure, policy, and people are equipped to support sustainable, equitable growth.

“This is not a sprint. This is a legacy. And the foundation we are building today will sustain Jamaica’s tourism leadership for generations to come,” Bartlett concluded.