JHTA Elects O’Brian Heron, Signals New Chapter for Tourism Leadership

Ocho Rios, Jamaica, 29 June 2026 — The Jamaica Hotel and Tourist Association (JHTA) has elected Sandals Resorts International Senior Corporate Director, Operations, O'Brian Heron as its new President, ushering in a new chapter of leadership focused on stronger advocacy, greater industry collaboration and ensuring Jamaica's tourism sector remains globally competitive.

His election comes at a pivotal time for the industry as stakeholders navigate significant policy discussions, including proposed fiscal measures affecting tourism, investment in resort infrastructure, workforce development and maintaining Jamaica's competitive edge within an increasingly dynamic global tourism landscape.

A respected tourism executive with more than two decades of experience, Heron was recently promoted by Sandals Resorts International to the position of Senior Corporate Director, Operations, following an accomplished career that has seen him rise through virtually every level of the hospitality industry. His appointment reflects both his proven leadership within one of the Caribbean's largest hospitality companies and the confidence now placed in him by the country's leading private-sector tourism organisation.

"I am deeply honoured by the confidence our members have placed in me," said Heron. "The Jamaica Hotel and Tourist Association has a proud history of shaping our tourism industry, and my commitment is to build on that legacy by ensuring every member—from our largest resorts to our smallest hotels, attractions, villas and allied businesses—knows that their voice matters and will be represented."

Heron said one of his immediate priorities will be strengthening the Association's advocacy role while ensuring members receive strong representation on the issues that directly affect their businesses.

"One of my priorities is to continue reshaping the perception of the JHTA. We are not simply an association that meets periodically; we are the unified voice of Jamaica's tourism industry. Our role is to advocate, to influence policy, and to ensure our members have a strong, credible partner speaking on their behalf every day."

He noted that the newly elected Executive Team reflects the diversity of Jamaica's tourism industry and positions the Association to make more informed, representative decisions.

"The executive team that members elected reflects the future we want to build. It is intentionally diverse and representative of the many sectors that make up Jamaican tourism. That level of inclusion will strengthen our decision-making because the best solutions come when every part of our industry has a seat at the table."

Among the Association's immediate priorities will be engaging the Government on matters affecting the industry's competitiveness, including the proposed 50 per cent increase in General Consumption Tax (GCT) on tourism-related activities.

"There are important issues requiring our immediate attention, and among them is the proposed 50% increase of GCT on the tourism sector. We will engage constructively with Government while advocating for policies that protect Jamaica's competitiveness, support investment, and allow our industry to continue creating jobs and opportunities for thousands of Jamaicans."

Heron also reaffirmed his commitment to building stronger partnerships across the public and private sectors, recognising that collaboration remains essential to sustaining Jamaica's tourism success.

"Our success as an industry has always depended on partnership. My presidency will be one of collaboration—working closely with the Government, our members, our employees, our communities, and every stakeholder who has a role to play in ensuring Jamaican tourism remains among the most competitive and admired destinations in the world."

Looking ahead, Heron said his vision is centred on ensuring the JHTA continues to evolve into an even stronger advocate for every member of the tourism industry.

"My vision is simple: a more inclusive, more responsive, and more influential JHTA—one that represents every member, advocates fearlessly on the issues that matter most, and helps shape the future of Jamaica's tourism industry."

Joining Heron on the Association's newly elected Executive are Kerry-Ann Quallo-Casserly, Regional Commercial Director, Royalton Resorts, as First Vice President; Kyle Mais, Managing Director, Jamaica Inn, as Second Vice President; William Vassell, General Manager, Coco La Palm, as Third Vice President; and Nadine Spence, Director, Sixt Rent A Car Jamaica, as Fourth Vice President.

Together, the new leadership team assumes responsibility for guiding the Association as it continues to advocate for policies that strengthen Jamaica's tourism industry, encourage sustainable investment, improve destination infrastructure and ensure tourism remains one of the country's most significant drivers of economic growth.