Building on success

With a career in public service spanning over 35 years, Edmund Bartlett has held multiple ministerial roles and served in both chambers of Jamaica’s Parliament. Now in his second spell as minister of tourism, he outlines his strategic priorities for the sector.

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Jamaica’s tourism goals have been guided by its ‘five x five x five’ growth strategy of five million visitors and $5 billion in earnings by 2025—goals which are now within reach. “We are on the verge of achieving a significant milestone,” says Minister of Tourism Edmund Bartlett. These earnings reflect the success of an initiative designed to elevate both Jamaica’s tourism sector and the nation’s broader economic landscape.

“Tourism, in particular, offers one of the greatest opportunities for people development, transcending barriers of colour, class, race, or creed,” Bartlett explains. “It is one of the most inclusive and equalising economic activities in the world, bringing people together.” With the sector’s strength, the focus now turns to driving growth from priority markets including the Middle East, a key source of both visitors and investment.

Q: What makes Jamaica such an appealing destination for tourists?