Edmund Bartlett (Minister of Tourism of Jamaica): FITUR has been particularly relevant in expanding our global presence.
One of the key areas for Jamaica is the consolidation of international strategic alliances that will allow it to expand its global presence and attract new investment opportunities," says Jamaica's Minister of Tourism.
"FITUR 2026 has been particularly relevant in facilitating high-level meetings with international partners and opening up new avenues of cooperation."
Jamaica is one of the most well-known destinations in the Caribbean. How important is the industry in the country's economy?
Tourism is one of the fundamental pillars of Jamaica's economy and a key driver of employment generation, investment and territorial development. The industry not only contributes significantly to national GDP, but also directly and indirectly boosts numerous auxiliary industries, such as transport, agriculture, gastronomy and local commerce.
Jamaica continues to establish itself as one of the most recognised destinations in the Caribbean, with a diversified offering that combines sun and beach, culture, music, gastronomy and authentic experiences. The sustained growth of the destination in recent years reflects the strength of our tourism product offer and the confidence of the international market.
What are your most prominent tourism segments and how are you boosting them in 2026?
Our main segments include sun and beach tourism, luxury tourism, cruise tourism, cultural and food tourism, as well as the wedding and honeymoon segment, where Jamaica has a particularly strong position.
In 2026, we are strengthening the diversification of source markets and tourism products, with a strategic focus on expansion into Latin America and Eastern Europe. In this context, the talks with TUI Group to boost air connectivity, the development of specific campaigns and the creation of products adapted to these new markets stand out. We are also working to strengthen alliances with international hotel partners such as Inverotel, with the aim of continuing to drive the sustainable growth of the destination.
What are the pillars and principles of your tourism strategy?
Jamaica is moving forward with a tourism strategy focused on sustainability, resilience and innovation. We are promoting development models that balance the growth of the industry with the protection of the natural environment and the well-being of local communities.
Digitalisation and improved connectivity are also priorities, facilitating the promotion of the destination and improving the visitor experience. At the same time, the diversification of markets and products makes it possible to reduce dependence on traditional markets and move towards a more balanced demand throughout the year, thus contributing to the deseasonalisation of the destination.
What role do alliances play in your growth plans?
One of the key issues for Jamaica is the consolidation of international strategic alliances to expand our global presence and attract new investment opportunities. FITUR 2026 has been particularly relevant in this regard, facilitating high-level meetings with international partners and opening up new avenues for cooperation.
We also remain committed to a tourism model based on public-private partnerships, continuous improvement of the quality of our tourism product and the creation of value for local communities, ensuring that the growth of the industry is inclusive, competitive and sustainable.