Reimagining of Caribbean Tourism key to Resilience of the Industry, says Minister Bartlett

Jamaica Minister of Tourism, Hon. Edmund Bartlett, believes the push to reimagine Caribbean Tourism is key to ensuring the resilience of the industry.

Speaking at the Council of Ministers during the Caribbean Tourism Organization’s Caribbean (CTO) Week in New York on Tuesday June 18, Minister Bartlett expressed his support for implementing changes that will benefit the region.

“As we continue to grow, post COVID-19, it is important that we take a deep look at how we are operating and how we need to operate in the future to respond to the changing demands and potential disruptions,” said Minister of Tourism, Hon Edmund Bartlett.

Held during Caribbean-American Heritage Month, Caribbean Week covered the Caribbean Tourism Organizations’ (CTO) business proceedings which included meetings of the Board of Directors and the Council of Ministers and Commissioners of Tourism.

Minister of Tourism, Hon Edmund Bartlett (L) presented his latest book, “Decoding the Future of Tourism Resilience, unravelling emerging trends and possibilities” to CTO Chairman and Minister of Tourism and Ports for the Cayman Islands, Hon Kenneth Bryan, during CTO Caribbean Week held in New York last week.

“The call by the Secretariat of the CTO to actively look at reimagining the organization is welcomed as the region looks at finding strategic ways to increase our partnerships, creativity and opportunities to benefit us all. The pandemic showed us that we must do away with competition and move towards co-petition to grow exponentially to benefit livelihoods within our communities,” said Minister of Tourism, Hon. Edmund Bartlett.

The primary objective of the Caribbean Tourism Organization is to provide to and through its members, the services and information necessary for the development of sustainable tourism for the economic and social benefit of the Caribbean people.

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From this year’s deliberations, plans are underway, through a consultant to look at ways of reimagining the organization. It was agreed that a working committee be set up to ensure the input of Caribbean destinations in the development of the strategy.


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 FacebookTwitterInstagramPinterest and YouTube. View the JTB blog at

SEEN IN MAIN IMAGE:  Minister of Tourism, Hon Edmund Bartlett making his presentation during a Ministerial Panel at the Caribbean Tourism Organization’s (CTO) Caribbean Week in New York on Tuesday June 18, 2024.

About the author

Linda Hohnholz