A Jonkonnu group joins the Carnival street march in St Andrew in April this year. Tourism Minister Ed Bartlett says the Jamaica First strategy being pursued by his ministry will see the Government pursue a ‘tourism for the people’ approach through national events and cultural programmes which will build on the success of Carnival in Jamaica that generated more than $5 billion this year. Photo: Joseph Wellington

“This approach ensures more local money stays in local hands and circulates through our communities. The initiative builds directly on our ALEX (Agri-Linkages Exchange) platform success and our achievement of 40.8 per cent tourism dollar retention, which demonstrates the effectiveness of deliberate linkage strategies,” Tourism Minister Edmund Bartlett explained in his contribution to the 2025/26 Sectoral Debate in the House of Representatives on Tuesday.

He emphasised that the initiative, named Jamaica First, will not exclude foreigners.

“Making every Jamaican a tourism stakeholder will promote shared tourism prosperity — an approach that ensures more Jamaicans own, work in, and earn from the sector. This will be achieved through comprehensive training and business grants, easier access to loans for small businesses, and tourism-linked jobs for people with diverse skills — from farmers to IT experts who can contribute to our industry’s growth,” Bartlett outlined.

He also told the House of a, “new frontiers development” that will accelerate tourism expansion in untapped areas like St Thomas, Clarendon, and Manchester, with planned eco-tourism, heritage trails, and luxury boutique resorts that create new jobs and spread tourism dollars beyond traditional resort areas.

“This aligns with our Jamaica Blue Ocean Strategy focused on product differentiation and frontier tourism development,” the minister said in his prepared speech. He explained that climate-smart and resilient tourism development will ensure that new tourism investments are climate-resilient and sustainable, safeguarding Jamaica’s beaches, marine ecosystems, and communities for future generations.

The strategy will see the Urban Development Corporation continue to upgrade and develop more public beaches with clean, safe facilities, lifeguards, and activities for families.

“Our commitment is clear: Every parish must have at least one world-class public beach that serves both residents and visitors,” said Bartlett.

He shared that the Jamaica First strategy will see the Government pursue a ‘tourism for the people’ approach through national events and cultural programmes which will build on the success of Carnival in Jamaica that generated more than $5 billion this year.

“We will create more cultural and entertainment events throughout the year across Jamaica, linking them to tourism while supporting local artistes, musicians, chefs, and dancers who preserve and share our cultural heritage. We will work closely with civil society to ensure fairness, standardise hotel access for licensed operators, and eliminate illegal transport that undermines legitimate businesses and compromises visitor safety,” he said.

According to the minister, Jamaica First will see the empowerment of youth in tourism through expanded initiatives that provide funding, training, and mentorship for youth-led tourism enterprises, ensuring more young Jamaicans can thrive as business owners and leaders in an industry that offers unlimited potential for innovation and growth.

Additionally, the National Tourism Loyalty and Discount Programme will launch a Love Jamaica Travel Pass to encourage Jamaicans to explore the island with discounted access to attractions, hotels, and events.

“This will stimulate the domestic tourism market and support small operators year-round while building pride in our tourism product among Jamaicans,” said Bartlett.

Jamaica First will also focus on protecting heritage and natural assets, and involve work with communities to restore and preserve cultural and heritage sites while supporting environmental tourism projects that create jobs and safeguard natural treasures for future generations.