KINGSTON, Jamaica —Jamaica is accelerating the use of artificial intelligence and digital technology to transform its tourism industry, as the country targets 10 million visitors and US$10 billion in earnings over the next 10 years, Tourism Minister Hon. Edmund Bartlett said in his World Tourism Day 2026message.
Bartlett said AI-powered tools, predictive analytics, digital concierges and workforce training will form part of Jamaica’s push to create a smarter, more sustainable and people-centred tourism sector. The digital transformation is also the focus of Tourism Awareness Week, September 27 to October 3, under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism.”
“Sweeping digital transformation is reshaping global travel, and Jamaica is rising to the challenge, seamlessly fusing cutting-edge, data-driven innovation with the timeless spirit of Brand Jamaica,” Bartlett said.
The Tourism Minister said Jamaica is joining UN Tourism and the international community in examining how AI can improve decision-making, strengthen workforce skills and transform the way destinations are experienced and managed.
“Together, we are exploring how artificial intelligence (AI) can help create a smarter, more inclusive and sustainable tourism future by enhancing decision-making, strengthening workforce skills, and elevating the way destinations are experienced and managed,” he said.
AI takes centre stage in Jamaica tourism
Jamaica is already deploying technology across several areas of its tourism sector as part of the Government’s wider Tourism 3.0 growth agenda.
Among the initiatives highlighted by Bartlett are multilingual digital concierges designed to assist travellers and optimise bookings, as well as centralised data dashboards and predictive analytics to identify trends, anticipate demand and sharpen tourism marketing.
The sector is also introducing AI-powered training programmes and specialised “AI clinics” to help local small businesses build their digital capabilities.
Technology is being incorporated into crisis management through the Global Tourism Resilience & Crisis Management Centre, while the Jamaica Tourist Board’s AI-powered chatbot provides 24-hour assistance to prospective visitors.
Bartlett said digital technology is helping connect travelers directly with authentic Jamaican experiences while allowing tourism businesses to improve operations, forecast demand and reduce waste.
But he stressed that Jamaica’s tourism transformation is ultimately about creating opportunities for people and communities.
“Tourism is so much more than just an industry for us. It is the heartbeat of our national development. It is what keeps our local farmers growing, opens doors for everyday Jamaicans, and drives our economy forward,” Bartlett said.
Jamaica targets 10 million visitors, US$10 billion
Bartlett reaffirmed Jamaica’s goal of welcoming 10 million visitors and generating US$10 billion in tourism earnings over the next 10 years.
The targets form part of the Tourism 3.0 growth agenda, which emphasises sustainable, technology-enabled and people-centred development.
“As a major pillar of Jamaica’s Gross Domestic Product (GDP), employment, and social progress, tourism puts food on the table for thousands of families and empowers local entrepreneurs,” Bartlett said.
He said adopting new technology would help Jamaica remain competitive internationally without sacrificing the environmental and cultural assets at the heart of the country’s tourism product.
“Embracing this digital agenda helps us to future-proof our tourism industry while keeping a firm focus on protecting our environment and preserving our local culture,” the Minister said.
Tourism Awareness Week puts AI in focus
Artificial intelligence will also take centre stage during Tourism Awareness Week 2026, with activities aimed at students, tourism workers, businesses and other industry stakeholders.
Among the activities is a Tourism AI Youth Forum, which will give students an opportunity to explore how digital technology is reshaping the tourism industry and creating new career pathways.
The Jamaica Centre for Tourism Innovation (JCTI)will also host a Hospitality & Tourism AI Workshop, bringing tourism stakeholders together to discuss how AI and digital technologies are revolutionising the industry.
Other activities include a church service at Faith Temple Assemblies of God in Montego Bay, a Speaker Series at Tourism Action Club schools across Jamaica, daily advertorials highlighting Ministry of Tourism initiatives, “Experience Jamaica” discounts for Jamaicans at local hotels and attractions, and a tourism stakeholder engagement activity.
Bartlett called on the Government, private sector, communities and visitors to support Jamaica’s push to use innovation to reshape tourism while ensuring that the benefits reach Jamaicans.
“Together, we can harness innovation to rethink what tourism can be: an industry that uplifts communities, safeguards our heritage and builds a more sustainable, inclusive and prosperous future for all,” Bartlett said.
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