Bartlett Says Tourism 3.0 Will Open More Doors for Jamaicans

Tourism Minister Hon. Edmund Bartlett says a central aim of the Tourism 3.0 agenda is to deepen connections between tourism and Jamaican businesses, while giving local industries the capacity to earn more directly from the sector.

Mr. Bartlett made the comments on May 29 in St. Mary, where he delivered the main address at the ribbon-cutting ceremony for the repaired Fontabelle to Geddes Town Road. He said tourism has helped power Jamaica’s economy for more than 50 years, but some Jamaicans still believe the benefits do not reach enough everyday people.

“What we are doing is changing the perception of tourism because tourism has been at the heart of the economic engine of this country for over 50 years. But the perception is that it does not provide enough and, in some cases, some people even dare to say it’s not providing anything,” he said.

Tourism 3.0, which was introduced by the Ministry of Tourism, is being positioned as a new strategic approach that moves the industry beyond the older focus on visitor numbers and hotel rooms. The framework is intended to make tourism serve as a wider development tool for the country, with more earnings staying in Jamaica through stronger local ownership and improved supply networks.

Mr. Bartlett said about 363 communities islandwide are expected to gain from programmes including the Local First policy and Spruce Up Pon Di Corner. He said those initiatives are being shaped to create tourism offerings that reflect the character and strengths of different parts of the island.

“The essence of what I am trying to do is to analyse, parish by parish, the assets, capabilities and the essence of the experiences that can be developed in each parish,” he said.

The Minister said the goal is to help Jamaicans in communities create goods, services and experiences that visitors can buy and enjoy, allowing more residents to take part in the tourism economy.

“It is not the big investments that the tourist consumes [when they visit], it’s the little things that you do in your areas. So, we want to build capacity… for our local people to be able to supply all the things [they need] when they come,” Mr. Bartlett said.

He added that rural districts are important to tourism and should see benefits from spending on roads, access and other infrastructure. Referring to Geddes Town, he said communities must feel their contribution is recognised.

“What we want to do is to make communities like Geddes Town feel that they are truly contributing, because they are,” he said. “So, when we come in and fix a road to enhance the infrastructure, it’s really emphasising that we want you to have greater access. We want you to be able to come with greater ease [and] be available to supply against the demand that the visitor brings to Jamaica,” the Minister added.