‘Tourism for all Jamaicans’
Bartlett outlines 15-point plan for inclusive growth
Published:Wednesday | June 18, 2025 | 12:10 AMJanet Silvera/Gleaner Writer
WESTERN BUREAU:
Tourism Minister Edmund Bartlett has announced a 15-point strategic plan aimed at making Jamaica’s tourism sector more inclusive, with a focus on improving worker conditions, expanding local ownership, and increasing economic linkages.
Speaking during the 2025-2026 Sectoral Debate in Parliament on Tuesday, Bartlett said the initiative, themed ‘Tourism for All Jamaicans’, is intended to ensure that more citizens can participate in and benefit from the industry.
“This is not just about visitors anymore; it’s about every Jamaican, from Kingston to Negril, sharing in the benefits of tourism. It’s about dignity, equity, and national pride,” Bartlett said.
Key elements of the plan include an affordable housing initiative for tourism workers. The programme – under the HOPE (Housing, Opportunity, Production, and Employment) framework – will be funded with $500 million from the Tourism Enhancement Fund (TEF) and will involve partnerships with the National Housing Trust and private developers. Worker housing will be prioritised near key resort areas.
Since 2018, Bartlett has been touting housing solutions for tourism workers through the TEF.
In 2018, a $1-billion TEF pledge was made for housing in Grange Pen, St James, followed by announcements in 2020 and 2024 targeting over 1,200 units for tourism sector workers through public-private collaborations.
And, in his May 2024 Sectoral Debate, he announced a $500-million TEF allocation paired with matched private funding to build around 100 homes in that fiscal year, plus incentives for hotels to provide 3,000 units.
‘LOCAL FIRST’ LEGISLATION
To support local producers, Bartlett also announced the rollout of a ‘Local First’ legislative framework designed to boost the involvement of Jamaican farmers, manufacturers, and creatives in the tourism supply chain. The Government reports a tourism dollar retention rate of 40.8 per cent.
Youth development also took centre stage, with the expansion of the Tourism Innovation Incubator and Jamaica Centre for Tourism Innovation (JCTI) to support young entrepreneurs, particularly in underserved rural and inner-city communities.
“Applications to our incubator have risen by 550 per cent. The interest in tourism entrepreneurship is real and growing,” Bartlett noted.
The plan also includes a revitalised ‘Spruce Up Jamaica’ 2.0, which will double its funding to bring beautification and heritage microprojects to all 63 constituencies, while New Frontiers Development will target ecotourism growth in Clarendon, St Thomas, and Manchester, through boutique resorts and heritage trails.
As cruise arrivals surged past 1.2 million in 2025, Bartlett said Jamaica Vacations Limited (JAMVAC), will continue expanding cruise partnerships and promote more craft markets and cultural showcases near port communities.
He pledged at least one world-class public beach per parish, continuing upgrades with the Urban Development Corporation.
Meanwhile, a new ‘Love Jamaica Travel Pass’ will offer discounted access to local attractions, promoting domestic tourism and boosting small operators.
Addressing ground transportation reform, the minister acknowledged long-standing concerns and promised fairness for licensed operators, while clamping down on illegal transport activities that risk visitor safety.
Bartlett also committed to climate-resilient investments, expanded cultural events beyond carnival, and partnerships to preserve heritage sites and environmental assets.
“We must leave behind a Jamaica that our children can be proud of. That means sustainable tourism, rooted in heritage, culture, and community,” he said.
Bartlett closed by signalling political intent, suggesting that a third term for the current administration would allow for the deepening of these initiatives.