Jamaica’s tourism sector is set for a major transformation with the rollout of the Jamaica First policy, a bold initiative by the Ministry of Tourism aimed at deepening local ownership, increasing community benefits, and driving sustainable economic growth.
Tourism Minister Edmund Bartlett, in his 2025/26 Sectoral Debate presentation to Parliament, announced that the new policy will implement legislation and incentives designed to increase the participation of Jamaican farmers, manufacturers, creatives, and professionals in the tourism value chain.
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“This approach ensures more local money stays in local hands and circulates through our communities,” Bartlett said. He noted that the initiative builds on the success of the Agri-Linkages Exchange (ALEX) platform and the country’s 40.8% tourism dollar retention rate, a result of deliberate linkage strategies.
Tourism for Jamaicans, by Jamaicans
While the policy remains open to international investment, Jamaica First places Jamaican stakeholders at the center of the industry. “Making every Jamaican a tourism stakeholder will promote shared tourism prosperity,” Bartlett declared.
This inclusive vision will be supported by:
- Business grants and training programs;
- Improved access to financing for small tourism-linked enterprises;
- Jobs across multiple sectors — from farming to IT — that contribute to tourism’s growth.
New Frontiers and Climate-Resilient Expansion
Minister Bartlett also introduced a “new frontiers development” plan that will steer tourism expansion into underutilized parishes like St. Thomas, Clarendon, and Manchester. Plans include eco-tourism sites, cultural heritage trails, and luxury boutique resorts designed to spread economic activity beyond traditional resort areas.
This initiative aligns with Jamaica’s Blue Ocean Strategy, which emphasizes product differentiation and climate-smart tourism investments. “New developments will be climate-resilient and sustainable, protecting our beaches, marine ecosystems, and communities,” Bartlett affirmed.
Public Beaches and Local Access
To ensure greater access for locals, the Urban Development Corporation (UDC) will continue upgrading public beaches islandwide. Bartlett emphasized the government’s commitment: “Every parish must have at least one world-class public beach that serves both residents and visitors.”
Culture, Youth, and Community Empowerment
Building on the success of Carnival in Jamaica, which generated over $5 billion this year, the Jamaica First strategy will also promote cultural tourism. National events, music festivals, and culinary showcases will be expanded, with support for local artists, musicians, chefs, and dancers.
Further, the policy outlines plans to:
- Work with civil society to standardize hotel access;
- Crack down on illegal transportation services;
- Empower youth through funding, mentorship, and youth-led tourism enterprises.
Love Jamaica Travel Pass to Boost Domestic Tourism
A National Tourism Loyalty and Discount Programme will soon launch the Love Jamaica Travel Pass, encouraging Jamaicans to explore their homeland with special discounts on attractions, accommodations, and events.
“This will stimulate the domestic tourism market, support small businesses year-round, and build national pride in our tourism product,” Bartlett stated.
Preserving Heritage and Natural Assets
Jamaica First will also support environmental tourism and heritage preservation projects, with community-based initiatives to restore cultural sites and protect natural treasures for future generations.
Minister Bartlett closed by reaffirming the strategy’s guiding principle: “Tourism must work for Jamaicans first — empowering our people, enriching our communities, and ensuring that the industry serves as a vehicle for inclusive growth and national pride.”
