Human Capital Development Critical to Prepare Tourism Workers for New Age in Tourism with AI, says Bartlett

Artificial Intelligence (AI), the latest global phenomenon, was a major focus at the Caribbean Tourism Organization’s (CTO) Caribbean Week in New York, where a Ministerial forum looked at leveraging AI for tourism development.

During the discussions, Minister of Tourism, Hon. Edmund Bartlett, highlighted that this technology will be the new frontier for Caribbean tourism and must be harnessed properly to enable more seamlessness within the industry.

Speaking at the Ministerial forum titled “Leveraging Artificial Intelligence” at the Intercontinental Hotel in New York on Tuesday, the Minister said: “The human race has always created better ways of doing things and AI forms part of this era of doing things better through technological applications. We are at an exciting time in tourism’s history where if leveraged correctly, we will be able to improve our processes and ultimately make more targeted and strategic decisions.”

“Our tourism workers are at the core of our industry, and they must be at the forefront of driving change in what will become the new tourism landscape that will include artificial intelligence. They must be trained to understand the needs of the landscape to be able to adapt and respond,” added Minister Bartlett. 

The Ministerial panel, which formed part of the program for CTO Caribbean Week, included Hon Chester Cooper, Deputy Prime Minister and Minister of Tourism, Investments and Aviation for the Bahamas, Hon Kenneth Bryan, CTO Chairman and Minister of Tourism and Ports for the Cayman Islands and Lee Hall, Founder of Clarity Media.

“AI is making you know before you go, which means our potential customers can experience destinations before they book. We therefore need to be ready, through training, to promote the integrity and uniqueness of our products and services in advance so when our visitors come, they get what we promised,” said Minister Bartlett.

With tourism being an increasingly dynamic industry, AI can be utilized to enhance the region’s offerings to attract more visitors. 

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“Already Jamaica has embraced new technologies to increase the efficiency of our tourism product with our website AI chat bots that respond to queries in real time, enabling destination content for the metaverse and looking at using media mix modelling,” added the Minister.

Minister Bartlett, along with his senior tourism executives are in the US on a multi-city marketing blitz that covers New York, Chicago and Dallas. The engagement includes participation at CTO Caribbean Week, meetings with airline partners and key media interviews.


The Jamaica Tourist Board (JTB), founded in 1955, is Jamaica’s national tourism agency based in the capital city of Kingston. JTB offices are also located in Montego Bay, Miami, Toronto and London. Representative offices are located in Berlin, Barcelona, Rome, Amsterdam, Mumbai, Tokyo and Paris.  

In 2023, the JTB was declared ‘World’s Leading Cruise Destination’ and ‘World’s Leading Family Destination’ for the fourth consecutive year by the World Travel Awards, which also named it named “Caribbean’s Leading Tourist Board” for the 15th consecutive year, “Caribbean’s Leading Destination” for the 17th consecutive year, and the “Caribbean’s Leading Cruise Destination” in the World Travel Awards – Caribbean.’ In addition, Jamaica was awarded six gold 2023 Travvy Awards, including ‘Best Honeymoon Destination’ ‘Best Tourism Board – Caribbean,’ ‘Best Destination – Caribbean,’ ‘Best Wedding Destination – Caribbean,’ ‘Best Culinary Destination – Caribbean,’ and ‘Best Cruise Destination – Caribbean’ as well as two silver Travvy Awards for ‘Best Travel Agent Academy Program’ and ‘Best Wedding Destination – Overall.’’ It also received a TravelAge West WAVE award for ‘International Tourism Board Providing the Best Travel Advisor Support’ for a record-setting 12th time. TripAdvisor® ranked Jamaica the #7 Best Honeymoon Destination in the World and the #19 Best Culinary Destination in the World for 2024. Jamaica is home to some of the world’s best accommodations, attractions and service providers that continue to receive prominent global recognition and the destination is routinely ranked among the best to visit globally by prestigious international publications. 

For details on upcoming special events, attractions and accommodations in Jamaica go to the JTB’s Website at or call the Jamaica Tourist Board at 1-800-JAMAICA (1-800-526-2422).  Follow the JTB on Facebook, Twitter, Instagram, Pinterest and YouTube. View the JTB blog at

SEEN IN IMAGE:  Minister of Tourism, Hon Edmund Bartlett (2nd R) pauses for a photo opportunity with fellow panellists for the Caribbean Tourism Organization’s (CTO) ‘Leveraging AI’ discussion, Hon Chester Cooper, Deputy Prime Minister and Minister of Tourism, Investments and Aviation for the Bahamas (2nd L), Hon Kenneth Bryan, CTO Chairman and Minister of Tourism and Ports for the Cayman Islands (R) and Lee Hall, Founder of Clarity Media (L) – image courtesy of Jamaica Tourism Ministry

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Linda Hohnholz