Bartlett heads to US to boost Jamaica’s winter tourism prospects

KINGSTON, Jamaica — Tourism Minister Edmund Bartlett departed Jamaica on Wednesday for strategic engagements in Miami and New York aimed at strengthening the island’s competitiveness ahead of the 2026/27 winter tourist season and advancing opportunities for greater economic returns from the cruise sector. In Miami, Bartlett is scheduled to hold discussions on Thursday, focused on enhancing Jamaica’s position as a leading Caribbean cruise destination, improving the visitor experience and expanding opportunities for local businesses to benefit from cruise tourism. “Our objective is not simply to attract more cruise passengers, but to ensure that every visitor creates greater opportunities for Jamaican businesses, attractions, transportation providers, artisans and communities. That is the essence of our Tourism 3.0 approach: moving beyond volume to value and ensuring that tourism growth delivers more meaningful returns for our people,” the minister explained. The engagements will also explore opportunities to deepen linkages between cruise tourism and other sectors of the Jamaican economy, consistent with the ministry’s “Local First” strategy to increase the retention of tourism earnings within the country. While in New York, Bartlett will meet with Jamaica’s tourism marketing partners to assess market conditions, review forward bookings and examine opportunities to strengthen visitor demand ahead of the upcoming winter tourist season. The discussions will focus on reinforcing market confidence, strengthening Jamaica’s visibility and competitiveness, and aligning promotional strategies to maximise visitor arrivals and tourism earnings during the critical winter period, according to a statement from the ministry. “The winter tourist season is an important driver of Jamaica’s tourism performance, and we are taking a proactive approach to ensuring that the destination remains strongly positioned in our key source markets. Our engagement with marketing partners will allow us to assess demand, respond to emerging market trends and identify opportunities to stimulate additional business for Jamaica,” Bartlett said. He emphasised that sustaining growth requires continued collaboration with international partners, alongside investments in destination assurance, product development and the resilience of Jamaica’s tourism sector. The minister will also attend the American Friends of Jamaica (AFJ) 2026 Hummingbird Gala on Friday, October 16, at The Plaza Hotel in New York. The annual charity event supports initiatives in education, healthcare and economic opportunity in Jamaica. Among this year’s honourees are the Honourable Sheryl Lee Ralph, OJ, to whom Minister Bartlett is scheduled to present the International Humanitarian Award, and Jamaican business leader and hotelier Adam Stewart, CD. Bartlett commended the AFJ for its longstanding contribution to Jamaica’s development and its continued efforts to strengthen diaspora engagement and philanthropic support for Jamaican communities. He is scheduled to return to Jamaica on Sunday, October 18, 2026.