KINGSTON, Jamaica — Tourism Minister Edmund Bartlett has rolled out a new “Jamaica First” initiative, pledging that his administration’s first 90 days in office will prioritize strengthening local linkages, easing supply chain bottlenecks, and raising industry standards.
Speaking during a World Tourism Day webinar on September 27, 2025, Bartlett said the plan aims to ensure tourism revenues benefit communities across the island, not just the traditional hotel sector.
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“The real test of a strong tourism economy is not simply arrivals or room nights,” Bartlett told the forum. “It is how visitor spending links into the Jamaican landscape — how it impacts our farms, our factories, our studios, and our main streets.”
Key elements of the initiative include:
- Establishing two tourism corridors with procurement targets.
- Creating a national supplier registry and a verified local supplier badge.
- Launching mobile compliance clinics to accelerate 500 small and medium enterprises (SMEs) into the supply chain.
- Publishing the first ‘Local First Scoreboard,’ monitored by the Global Tourism Resilience and Crisis Management Centre, to track progress.
Bartlett rejected criticism that the programme is protectionist. “This is not nationalism,” he said. “It is smart inclusion, giving Jamaicans a fair shot at participating in the lucrative value chain of tourism.”
Wade Mars, executive director of the Tourism Product Development Company (TPDCo), underscored that destination assurance — ensuring products are safe, seamless, and secure — will be central to the plan’s credibility. TPDCo, he said, will intensify inspections and collaborate with the police, Ministry of Health and Wellness, and parish councils to enforce standards.
“Our competitive advantage lies in the Jamaicanness of our products and services,” Mars noted. “Maintaining destination assurance builds trust, so that when suppliers are vetted, trained, and monitored, buyers know they can rely on Jamaican quality.”
Mars added that smaller operators, particularly in peer-to-peer accommodations and community tourism, are expanding rapidly. He stressed that maintaining standards across accommodations, attractions, and craft markets, while supporting facility upgrades, is vital if Jamaica is to remain competitive on the global stage.
By combining Bartlett’s policy push with TPDCo’s regulatory framework, the government hopes “Jamaica First” will channel a greater share of the industry’s billions into local communities. The coming months will determine whether the bold promises translate into measurable economic impact for Jamaicans.
