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Home » JAMAICA TRAVEL NEWS » Jamaica Marks 70th Anniversary with Major Focus on Empowering Tourism Workforce and Strengthening Global Recognition Tuesday, June 10, 2025In celebration of its 70th anniversary, the Jamaica Tourist Board (JTB) is renewing its commitment to bolstering the island’s tourism sector by focusing on the empowerment of its workforce. At the heart of this initiative is a visionary plan to invest in the human capital driving Jamaica’s global recognition as a top vacation destination. By strengthening the skills and opportunities for tourism workers, JTB aims to secure long-term growth and ensure the island remains a leading player in the global tourism market for decades to come.Jamaica Tourist Board Celebrates 70 Years of Promoting Island’s Vibrant Tourism Industry with Visionary Future PlansThe Jamaica Tourist Board (JTB) is marking a monumental milestone in 2025, celebrating 70 years of promoting the island’s rich cultural heritage and vibrant tourism industry. The anniversary commemorates not just the growth of Jamaica’s tourism sector, but also the evolution of its global presence as one of the most sought-after vacation destinations. Over the past seven decades, the JTB has helped Jamaica carve a niche for itself, attracting millions of visitors and creating a substantial economic impact.At the heart of this anniversary celebration, held at the Hard Rock Hotel in New York on June 4, 2025, was a passionate address by the Honorable Edmund Bartlett, Jamaica’s Minister of Tourism. In his speech, Minister Bartlett acknowledged the remarkable achievements of the tourism sector while highlighting the critical role of the dedicated workforce that has helped propel the island into international recognition. “Jamaica’s success in tourism is built on the hard work and commitment of our people. They are the heart and soul of our sector,” Minister Bartlett said.In addition to celebrating Jamaica’s past accomplishments, the anniversary event also served as the launchpad for a visionary plan aimed at ensuring the country’s continued growth and leadership in Caribbean tourism. Minister Bartlett emphasized the importance of investing in human capital, outlining a new initiative designed to empower Jamaica’s tourism workforce and build a sustainable future. The initiative seeks to improve the skills and capacities of those working within the sector, from hospitality staff to tour operators, with a special focus on increasing leadership opportunities for locals in the tourism industry.The strategy is designed to position Jamaica as the top tourism destination in the Caribbean by not only attracting visitors but also by ensuring that the benefits of tourism are spread across the population. The Minister highlighted the need to foster a highly skilled, dedicated, and capable workforce that can rise to the challenges of the evolving global tourism landscape. This investment in human capital is central to the broader goal of driving economic prosperity and building resilience within the tourism sector.“The future of Jamaica’s tourism lies in the hands of our people. To ensure long-term success, we must invest in their growth, development, and empowerment,” said Bartlett. By focusing on human resources, the JTB aims to provide Jamaicans with the tools and opportunities necessary to excel in the industry, fostering a sense of pride and ownership in the island’s tourism sector.The event also served as an opportunity to reflect on Jamaica’s success over the past 70 years. From humble beginnings, the island has become a global tourism hub known for its stunning beaches, rich history, and vibrant culture. Over the decades, the JTB has played a pivotal role in branding Jamaica as a premier destination for travelers seeking not only relaxation but also adventure, culture, and authentic experiences.As the tourism industry continues to evolve, Minister Bartlett emphasized the urgency of ensuring Jamaica’s workforce is prepared to meet future demands. He pointed to the transformative potential of digital technology, sustainable tourism practices, and the diversification of the tourism experience as key areas of focus for the next phase of development.With the support of this visionary plan, the Jamaica Tourist Board is determined to maintain the island’s position as a top Caribbean destination while continuing to foster sustainable and inclusive growth. By empowering Jamaica’s tourism workers and investing in the sector’s future, the JTB is laying the foundation for another seven decades of success in the tourism industry.This 70th anniversary celebration marks not only a tribute to the past but also a call to action for the future, ensuring that Jamaica’s tourism industry remains a beacon of excellence and innovation for generations to come.“Our people have always been Jamaica’s greatest asset, and this strategy formally recognizes that truth. To ensure the resilience of the sector, we will build a tourism ecosystem where every worker – from housekeepers to hotel managers, tour guides to transportation providers – has the tools, training, and opportunities to thrive.”The program focuses on three main pillars aimed at reshaping Jamaica’s tourism workforce: enhancing skills through Training and Certification to improve job market dynamics, providing Housing support, and offering access to the established Tourism Workers Pension scheme.“This all falls under our drive to build human capital and make the necessary investment in our people who are our most iconic attraction. As tourism continues to evolve our workers will need the skills to adapt and meet the increasing demands. When our workers are equipped, our service standards and resilience will contribute to the sector’s future proofing,” said Minister of Tourism, Hon Edmund Bartlett.Jamaica is celebrating its 70th anniversary with a renewed focus on empowering its tourism workforce. The Jamaica Tourist Board (JTB) is prioritizing investments in human capital to sustain growth and solidify the island’s global recognition as a premier travel destination.For seven decades, the Jamaica Tourist Board has been the driving force behind positioning the island as a top destination for sun-seeking travelers. In 2024, Jamaica hosted 4.3 million visitors and is on track to attract 5 million in 2025.“This is about recognizing that sustainable tourism depends on sustainable livelihoods for the people who make our industry possible. When our workers prosper, our visitors have better experiences, communities benefit, and our entire nation grows stronger,” said Director of Tourism, Donovan White.
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