Minister of Tourism, Hon. Edmund Bartlett and a team of senior tourism officials are meeting with travel partners and investors in Canada — Jamaica’s second largest visitor market — in an effort to increase arrivals to the destination and foster further investment in the tourism industry.
Minister Bartlett noted that: “While Jamaica’s post-pandemic tourism recovery has been remarkable and we are anticipating a strong winter season, we cannot take our current successes for granted. We are therefore doubling down on our efforts to increase arrivals out of our main source markets like Canada by engaging our major travel partners like Air Canada Vacations, WestJet, Transat and Sunwing.”
The Minister continued: “We are also strengthening our marketing effort with the launch of the Jamaica’s new advertising campaign, which will heighten Brand Jamaica’s profile in the tourism space.”
To this end, the Jamaica Tourist Board (JTB) will launch its new “Come Back” campaign to tour operators and travel agents in both Toronto and Montreal.
On his visit to Canada, Minister Bartlett is participating in meetings with key tourism investors as well as giving the keynote address at the Jamaica Tourism Investment Forum, which is being held at the Toronto Board of Trade Centre today (Nov. 16).
The event, which includes presentations on Jamaica’s tourism outlook and investment opportunities, is being attended by Canada’s A-list of bankers, real estate brokers and industry companies looking at investment opportunities internationally.
Said Minister Bartlett: “Jamaica’s tourism is ripe for investment with a myriad of opportunities in various areas, including accommodation, attractions, travel technology, agro-tourism, green projects, nutraceuticals, manufacturing as well as supporting infrastructure that improves the visitor experience. We are therefore encouraging players in the international market to explore the many investment opportunities available in.”
Tomorrow (Nov. 17), Minister Bartlett will attend a Global Tourism and Resilience Management Forum at Carlton University in Ottawa, which will be attended by university’s faculty and post graduate students.
The engagement is an opportunity to explore the establishment of a satellite centre of the Global Tourism Resilience and Crisis Management Centre (GTRCMC) at the university similar to the one established at Toronto’s George Brown College.