PM Andrew Holness takes steps to recraft and modernise tourism in Jamaica

Kingston, Jamaica: Prime Minister Andrew Holness adopted a measure to keep Jamaica in the leading market position as a destination and product of choice. The government is building a path to recraft and reposition Tourism in Jamaica.

PM Holness further suggested that there is a high need to bolster the offerings and accommodations for travellers, which will help the nation’s tourism sector flourish.

As tourism is emerging with the passage of time, the new generations are looking for exciting offers and beautiful tourist places.

“The tourism product is changing; it is evolving, and Jamaica has been a beneficiary of the conventional traditional views of tourism, sun, sea and sand. But as the generations change, what the travel generation of the baby boomers and Generation X, what they feel in terms of what is nostalgic, reggae music and the Caribbean Sea, may not necessarily be what is driving Gen Z to come to our shores. So, Jamaica must strategically seek to recraft and reposition itself to get future tourism growth”, stated the leader of Jamaica.

It is to be noted that PM Holness gave an opinion that Jamaica tourism should not be limited to hotel rooms only, but it is required to arrange and maintain the towns and local communities in a better way, which will build real linkages.

The Prime Minister stated this while speaking at the official double book launch for Tourism Minister Edmund Bartlett at Devon House in St Andrew last Wednesday.

Noting this, PM Holness remarked that the authorities are currently working to engage professional services to foster and advance the brand Jamaica as a developing national brand. Through this, many Jamaicans will be benefitted.

During the address, he stated, “Come to Jamaica to experience a people who have experienced hardship, who have suffered, but who have conquered. That has a deep history. That has more to offer to humanity than just sun, sea, and sand. That must be the essence of our tourism.”

Additionally, Jamaica is considered one of the largest islands in the Caribbean. The nation includes beautiful water sports, beaches, and resorts, which impress travellers and make them want to visit the nation again.

Many people took to their official Facebook handle to give suggestions for this project. One such comment by a person named Warren Robinson wrote, “Tourism ideas must evolve to transition to a more community-driven product. Fresh minds are needed to think through and reposition tourism for a new Era. The embrace must be more impactful as it relates to widening the way the pie is shared.”