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Jamaica’s Tourism 3.0 strategy seeks to turn overseas connections into investment, entrepreneurship and greater economic opportunities for local communities.
KINGSTON, Jamaica– Jamaica Tourism Minister Edmund Bartlett is calling on Jamaicans living in Canada to play a greater role in shaping the island’s tourism future through investment, innovation and international partnerships.
Speaking at the Jamaica Diaspora Impact Awards in Toronto, Bartlett described overseas Jamaicans as an important economic resource capable of supporting a more resilient and inclusive tourism industry.
Under Jamaica’s Tourism 3.0 vision, the government wants diaspora communities to invest in Jamaican-owned tourism businesses, develop cultural and heritage experiences, and connect local entrepreneurs with international markets.
“Jamaica’s tourism future must be built around our people, creating opportunities for ownership, entrepreneurship and sustainable livelihoods,” Bartlett said.
The minister also praised the diaspora’s support following Hurricane Melissa, emphasizing the importance of international partnerships in strengthening Jamaica’s resilience against climate-related disruptions.
Jamaica’s Director of Tourism, Donovan White, and Canada Regional Director Angella Bennett reinforced the diaspora’s role in promoting the destination and attracting new visitors and investment.
The bigger question is how Jamaica will translate diaspora goodwill into measurable economic benefits.Access to financing, opportunities for smaller Jamaican businesses and meaningful local ownership will be critical if Tourism 3.0 is to deliver growth beyond traditional tourism operators.
For Jamaica, the Canadian diaspora represents more than a valuable visitor market. It could become a bridge between international capital, cultural identity and community-based tourism development.
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