Theme: “Digital Agenda and Artificial Intelligence to Redesign Tourism”
As Jamaica joins the global tourism community in observing World Tourism Day 2026 and
Tourism Awareness Week, the Jamaica Hotel and Tourist Association (JHTA) invites all
Jamaicans to reflect on an industry that touches virtually every part of our economy and society.
This year’s theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism,” comes
at an important time for Jamaica’s tourism industry. Technology is changing the way people
travel, make decisions, experience destinations and connect with businesses. For Jamaica, the
opportunity is not simply to adopt new technology, but to use innovation thoughtfully to
strengthen the industry while preserving what makes our destination distinctive.
Jamaica’s greatest tourism asset remains our people. Our warmth, creativity, culture, natural
beauty and ability to make visitors feel welcome cannot be replicated by an algorithm. As we
embrace artificial intelligence, data and digital tools, we must ensure that technology enhances
these strengths rather than replacing the human connection at the heart of the Jamaican
tourism experience.
Across the industry, digital innovation is already creating opportunities to improve how businesses operate and how visitors experience Jamaica. From smarter marketing and data-driven decision-making to digital reservations, personalised guest experiences, automation and new approaches to customer engagement, technology can help businesses become more responsive, efficient and competitive.
For our tourism workforce, this transformation also presents an opportunity to learn, adapt and
grow. As the skills required by the industry evolve, continuous training and upskilling will be
essential. We must equip our people, particularly our young people, with the digital, technical
and interpersonal skills needed to participate meaningfully in the tourism economy of the future.
At the same time, we must ensure that innovation creates opportunities beyond our traditional
tourism centres. Small businesses, entrepreneurs, artisans, farmers, entertainers, transportation
providers and other local enterprises are integral to the visitor experience. Greater access to
digital tools, information and markets can help more Jamaican businesses connect with visitors
and participate in the value created by tourism.
The industry must also continue to build resilience. Jamaica has experienced the importance of
adaptability first-hand, particularly as we recover and rebuild following Hurricane Melissa.
Technology, data and stronger digital systems can help businesses prepare for disruptions,
communicate more effectively, respond more quickly and make better-informed decisions in an
increasingly unpredictable environment.
The JHTA welcomes the focus of the Government’s Tourism 3.0 growth agenda on technology,
innovation, skills development and greater resilience. The private sector has an important role to
play in turning these ambitions into practical outcomes. As hoteliers, attractions, restaurants,
transportation providers, suppliers and tourism professionals, we must remain open to new
ideas and willing to invest in the systems and people that will move our industry forward.
As we look towards the future, progress must remain people centred.
We acknowledge the importance of the communities that host our visitors, the workers who
deliver the Jamaican experience every day and the culture and traditions that give our
destination its authenticity. Our goal should be a tourism industry where innovation creates
greater opportunity, technology improves the experience and our people remain at the centre of
it all.
Tourism Awareness Week is therefore more than an opportunity to celebrate the contribution of
tourism. It is an opportunity to understand where the industry is heading and consider how each
of us can contribute to its continued development.
On behalf of the JHTA, I encourage our members, partners, tourism workers, students,
entrepreneurs and communities to engage with the conversations taking place during this
important week. Let us embrace innovation with purpose, invest in our people and use
technology to create a tourism industry that is smarter, more inclusive, sustainable and resilient.
Jamaica’s tourism future will be shaped by our ability to innovate without losing our identity.
As we redesign tourism for a changing world, let us ensure that Jamaica remains unmistakably
Jamaican—and that the opportunities created by tourism continue to reach our people.
O’Brian A. Heron
President, JHTA