Bartlett Outlines Local First Plan to Channel Tourism Spending Into Jamaican Enterprise

Hon. Edmund Bartlett, Jamaica's Tourism Minister, has set out how the Local First programme is meant to steer the country's large tourism sector toward direct gains for homegrown entrepreneurs and producers. "Local First is an economic strategy to convert tourism demand into tourism production. Jamaican contracts, Jamaican jobs, and Jamaican wealth. For every moment demand is created… that demand must be filled by Jamaican people," he told attendees at the annual Christmas in July trade show on Thursday, July 9, at The Jamaica Pegasus hotel in New Kingston.

Bartlett stressed that the approach is not a blanket prohibition on imports. Instead, goods brought in from abroad would need further processing on the island so they reach what he called "another dimension" before entering the supply chain.

Local First sits within the broader Tourism 3.0 framework and rests on three main supports: workforce development, access to capital, and promotion. The Minister said the work starts with building human capacity so Jamaicans have the training and know-how to respond to what the industry requires. He pointed to the global tourism economy, estimated at roughly US$3.5 trillion, as the scale of opportunity Jamaica must pursue with fresh thinking.

"So, in our Ministry, through the [Tourism Enhancement Fund] (TEF), we have established the Tourism Innovation Incubator, which aims to garner ideas from all over… from young people who have no collateral but have ideas… and to bring those ideas into that incubator to be converted into products," Bartlett said. The incubator is intended to gather concepts from across the country, including from young people who may lack collateral but hold workable ideas that can be shaped into marketable goods.

Once ideas mature, the focus shifts to capital. Bartlett said his Ministry is widening financing pathways through cooperation with the Ministry of Industry, Investment and Commerce and the Ministry of Finance and the Public Service. Under that arrangement, $1 billion has been placed with the EX-IM Bank to run a revolving loan scheme for people with sound proposals who need funds to move projects forward.

"So far, 433 small companies have benefited, and we have already on-lent… over $3 billion. We still have $750 million ready to on-lend to others when they come with new ideas for new products and new developments," he added. Bartlett also called on commercial banks to back ventures that have already advanced from concept to sale-ready output.

Marketing forms the third leg of the plan. The Jamaica Tourist Board's platform is now fully digital and open to industry partners, Bartlett said. It will use artificial intelligence and data analytics to help local firms spot market trends, read visitor psychographic profiles more clearly, and deploy AI-powered avatars to pitch products straight to consumers.

"So, Local First is then to create the bridge that connects you, with the great ideas, with the market… and tourism is the market," the Minister said. He added that gatherings such as Christmas in July and speed-networking sessions will keep serving as practical connectors along the tourism value chain, linking local makers with hotels, restaurants, attractions, and transport operators.

This year's Christmas in July showcase brings together about 180 exhibitors presenting a broad mix of Jamaican goods and services. The two-day fair wraps up on Friday, July 10.