Fri | Oct 10, 2025

Caribbean must unite as ‘epicentre of experiential tourism,’ says Bartlett

Published:Friday | August 29, 2025 | 12:06 AMJanet Silvera/Gleaner Writer
Jamaica’s tourism minister, Edmund Bartlett, addresses travel advisers, government ministers and other tourism executives at the 4th annual ASTA Caribbean Showcase at Sandals South Coast in Whitehouse, Westmoreland, on Sunday.
Jamaica’s tourism minister, Edmund Bartlett, addresses travel advisers, government ministers and other tourism executives at the 4th annual ASTA Caribbean Showcase at Sandals South Coast in Whitehouse, Westmoreland, on Sunday.
ASTA travel advisers listen attentively to Jamaica’s Minister of Tourism Edmund Bartlett during the ASTA Caribbean Showcase at Sandals South Coast on Sunday.
ASTA travel advisers listen attentively to Jamaica’s Minister of Tourism Edmund Bartlett during the ASTA Caribbean Showcase at Sandals South Coast on Sunday.
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WESTERN BUREAU:

Jamaica’s Tourism Minister Edmund Bartlett has called on Caribbean nations to embrace “co-petition,” a blend of competition and cooperation, as the region positions itself as the global epicentre of experiential tourism.

Speaking at the ASTA Caribbean Showcase at Sandals South Coast on Sunday, Bartlett said the region’s heavy dependence on tourism requires a fundamental shift in how destinations work together.

“COVID has taught us that we compete at our own peril. We become better and stronger when we compete because we collaborate,” he told delegates. “We are sharing, enhancing the assets of each (other) to enable the prosperity of all. That is the essence of co-petition.”

Bartlett praised the showcase, which brought together five regional tourism ministers, Sandals Resorts International executives, and hundreds of travel advisers, as a symbol of the cooperation needed to drive the industry forward.

The minister reported that the Caribbean welcomed 34.2 million visitors in 2024, a 6.1 per cent increase over 2023 and nearly seven per cent above pre-pandemic levels. “We are resilient,” he said, thanking ASTA’s more than 20,000 members­ – who account for 80 per cent of Caribbean sales in the US – for sustaining the region through recovery.

“You are the heart of tourism growth for us in the Caribbean,” he told travel advisers. “You have caused 90 per cent of the GDP of some of our countries to be dependent on tourism, and as a result provided enormous growth and economic security for our people.”

NEED FOR SUSTAINABLE PRACTICES

Nevertheless, Bartlett warned that vulnerabilities remain. Climate change, natural disasters, high airfares and limited intra-regional connectivity continue to hinder growth. “Lose the environment, and we have no product,” he cautioned, stressing the need for sustainable practices to protect coral reefs, coastlines and other natural assets that form the backbone of the region’s tourism.

He also pointed to geopolitical shocks, from global conflicts to US policy shifts, which disproportionately affect Caribbean economies. “If the US sneezes, we catch pneumonia,” Bartlett remarked, adding that travel advisories and border policies can have “outsized effects” on visitor numbers. Looking to the future, Bartlett highlighted multi-destination tourism as a strategy for sustaining growth, allowing visitors to explore several islands in one trip. He argued that gastronomy would also play a pivotal role in attracting travellers, noting that food accounts for 42 per cent of visitor expenditure globally.

“When Jamaica’s ackee and saltfish mix with Barbados’ flying fish, or jerk meets the flavours of St Lucia, it creates a new dimension to Caribbean gastronomy,” Bartlett said. “The Caribbean is the epicentre of experiential tourism in the world. Let’s leverage it.”

He added that with 1.5 billion more tourists expected globally over the next decade, the region must position itself as an alternative to destinations facing over-tourism.

“Our strength lies in unity,” Bartlett said. “By working together, we can unlock new opportunities for growth and make our people the wealthiest on earth because of tourism.”

janet.silvera@gleanerjm.com