Jamaica’s Minister of Tourism Underscores Importance of Technology in Achieving Growth Targets

Author  Benjamin Atwater

KINGSTON, JAMAICA - November 19, 2018 – Minister of Tourism Hon. Edmund Bartlett believes that Jamaica is making great strides in transforming the destination to a smart one adding that the new portal will only add to those strides. The Minister was speaking recently at the Destination Jamaica Digital Launch at the ATL Showroom in Kingston. In his remarks, the Minister pointed to the importance of technology and the impact it has had on travel and tourism worldwide.

 Mr. Bartlett noted that given the advances in connectivity and emergence of new business models, destinations must ensure they keep pace with the technological changes in order to remain competitive. “What this means is that many new and emerging destinations are now aggressively competing with, and in some instances outcompeting for a share of the global tourism pie. We must adapt to these changing modalities and in most instances be able to anticipate further changes in the market so as to be flexible, efficient and competitive,” noted Bartlett.

He had high praises for the Jamaica Tourist Board and its digital team on the completion of the new website which will serve to underpin the Ministry’s 5x5x5 growth plan which aims to attract five million visitors by 2021; generate US$5 billion in tourism earnings, increase the total direct jobs to 125,000 and add 15,000 new hotel rooms.

The new website forms part of the JTB’s overall strategy to compete in the ever-changing global marketplace and is consistent with the Tourism Ministry’s focus to be part of the ‘smart world’, which increases reliance on information and communications technology (ICT) to market destinations and offer greater personalization of products and services.

The Minister believes the investment made in redesigning the new website will redound to the benefit of Jamaica’s tourist industry. “The investment in this website which serves as the main portal for potential visitors to discover our destination is significant and we hope to reap the rich rewards by using the data collected to design customized marketing campaigns which appeal to specific types of travelers,” Bartlett remarked.

The new website opens a myriad of possibilities including the opportunity for booking which is key to Jamaica’s growth strategy and will allow the JTB to better understand its market and what potential visitors are looking for.