Jamaica’s Minister of Tourism, Hon. Edmund Bartlett, spearheaded a special meeting of the Travel Advisory Taskforce at the Montego Bay Convention Centre, St. James, earlier today (February 2).
The session brought together key stakeholders, including representatives from the Ministry of Tourism, its public bodies, and the Jamaica Hotel and Tourist Association (JHTA), to address destination assurance issues amid the latest travel advisory from the United States.
Minister Bartlett emphasized the need for ongoing collaboration with US partners on visitor safety and security. He noted, “We concluded that the programs of work that we have been pursuing should continue. We must continue meeting with our US partners on visitor safety and security. These meetings have been going for the last eight months, and we have taken action on a number of the points that have been raised.”
The high-level gathering saw stakeholders committing to formulate a comprehensive plan of action to mitigate any potential fallout due to the advisories. In addition, the tourism minister led a review of the current state of the winter tourist season, highlighting the exceptional performance experienced in January. At the same time, the task force explored strategies for market diversification, with a specific focus on tapping into the potential for growth in the South American market.
In addressing concerns related to safety, Minister Bartlett stressed that less than 0.01 percent of crimes committed overall are connected to the tourists who visit the island. This statistic underscores Jamaica’s commitment to maintaining a safe and secure environment for visitors.
Looking ahead, the tourism minister outlined plans to reinforce Jamaica’s position globally, adding, “We will strengthen our public relations activities across the market, and that may involve visits to our partners to reassure them that Jamaica’s record of visitor safety is among the highest levels.”
As part of the strategy, the Director of Tourism has been tasked with assembling a team to explore the potential for growth in the South American market. Additionally, a public education program will be rolled out locally to underscore the importance of stakeholders adhering to the principles of visitor safety and security.
