JTB’s deputy chairman hails rising interest in Jamaica’s resort towns
Published:Monday | January 6, 2025 | 12:07 AMGareth Davis Sr/Gleaner Writer
PORT ANTONIO, Portland
The resort town of Port Antonio in Portland has recently witnessed an impressive influx of cruise ships, with three vessels docking in just over a week.
This surge is a clear indication of the dedicated efforts of the Jamaican Ministry of Tourism and its international cruise-shipping partners, according to John Byles, deputy chairman of the Jamaica Tourist Board.
Speaking with The Gleaner during a visit to Port Antonio on Friday, Byles stressed that every Jamaican port is being seen for its uniqueness, underscoring the collaborative work that is revitalising tourism across the country.
“The ministry, led by Minister Edmund Bartlett, is committed to showcasing the diverse beauty of Jamaica’s resort towns,” Byles said, pointing out that the marketing strategies employed by the minister and his team are effectively positioning Jamaica as the destination of choice, enhancing the visibility and attractiveness of places like Port Antonio.
“The collective effort and relentless pursuit of excellence in service and marketing have placed all of Jamaica’s resort towns as places of immense and diverse interest,” Byles noted.
He also emphasised that the significance of tourism to Jamaica’s economy cannot be overstated, citing a COVID-19 World Bank Report showing the tourism sector accounting for nearly one-third of the nation’s workforce and contributing about 30 per cent of the country’s gross domestic product (GDP).
Byles stressed the importance of tourism as a vital lifeline for the Jamaican economy, hinting at its potential to reach even higher levels of success.
“The tourism industry has room to grow to more stratospheric levels, but it requires a comprehensive buy-in from all stakeholders,” he stated, emphasising the need for greater retention of the tourism dollar within the Jamaican economy.
‘Just the beginning’
Byles praised the substantial growth in tourism-related revenue, noting that the leap from 20 per cent to 40 per cent retention is largely credited to the tireless advocacy and initiatives led by Bartlett.
“This upward trajectory is just the beginning. With the right partnerships and investments, we can aim even higher,” he remarked.
As optimism for Jamaica’s tourism fortunes in 2025 is at an all-time high, Byles assessed that areas like Port Antonio are poised for remarkable development.
“The town’s picture-perfect scenery, rich cultural heritage, and warm hospitality position it as an ideal destination for cruise visitors and overnight guests alike,” he added, while noting that local stakeholders should prepare for the growth by advancing infrastructural development efforts, improving safety measures, enhancing cleanliness, and promoting seamless travel experiences for tourists.
“We must be ready to welcome visitors with open arms and show them the true spirit of Jamaica,” he urged.
“The recent cruise-ship arrivals in Port Antonio are expected to foster not only economic growth for the area but also greater community engagement in the tourism sector,” added Byles, who is also the executive deputy chairman of Chukka Caribbean Adventures.
Byles is encouraging local businesses and residents to take an active role in hospitality while highlighting the unique cultural experiences and attractions that Jamaica has to offer.
“It’s vital that we engage the community in tourism initiatives. It’s about creating a positive experience for our visitors while ensuring the benefits are felt locally,” he added.
“Furthermore, the momentum captured in the cruise-ship sector signals a broader recovery for the tourism industry, which experienced significant challenges in recent years due to global disruptions. The Ministry of Tourism’s forward-thinking strategies are designed to navigate these challenges and are focused on sustainable practices that will secure long-term benefits for Jamaica,” Byles concluded.
As Port Antonio prepares for continued growth, Byles remains optimistic about the future, noting that a renewed emphasis on stakeholder collaboration and community involvement could set a new precedent for tourism in Jamaica.