Letter of the Day | Tourism can deliver more through strategic measures

THE EDITOR, Madam:

The editorial ‘Beyond the hotel strikes’ on Sunday, December 29 highlights the significant contribution of tourism to Jamaica’s economy, citing its 6.5 per cent GDP share and employment of over 113,000 people.

However, it seems to focus on the status quo rather than exploring untapped potential for greater economic growth. While acknowledging tourism’s resilience and recovery from challenges such as hurricanes and negative travel advisories, there is an apparent missed opportunity in examining what could be done to further optimise this vital industry.

The retention of only 40 per cent of tourism earnings domestically raises an important question: why not more? The fact that Jamaica has an excess capacity of rooms and a proven ability to rebound from shocks suggests immense potential. Tourism is not just a cornerstone of the current economy; it is a sector that could deliver significantly more, provided strategic measures are implemented to increase the retention rate of tourism revenues.

For instance, fostering even greater stronger linkages with local industries – agriculture, manufacturing, and services – could lead to higher domestic utilisation of tourism earnings. Encouraging more locally owned businesses within the tourism supply chain and promoting authentic Jamaican experiences would enhance value retention and empower local entrepreneurs.

Examine the last 25 years of tourism arrivals and chronologically identify effect of all major shocks through this period – Jamaica’s tourism is resilient.

Further, the editorial should consider that no other industry currently offers the same combination of immediate capacity (excess rooms now and growing), a proven and growing global market, and the potential to increase its economic footprint.

Tourism represents a unique opportunity to capture a greater wallet share of visitors through diversification of offerings, investment in high-quality local products, and marketing strategies targeting longer stays and higher-spending demographics.

Jamaica’s tourism industry is poised not just to survive but to thrive. The conversation should shift from merely recognising what tourism contributes now to exploring bold strategies for what it can become in the future. With deliberate effort, the retention of tourism earnings could climb well beyond the current 40 per cent, multiplying its impact on the national economy and creating greater prosperity for all Jamaicans.

This approach challenges the editorial to envision solutions rather than settle for current realities.

JOHN BYLES

Deputy Chairman

Jamaica Tourist Board