The Jamaican government has entered into a collaboration with Inter-American Development Bank (IDB) to develop a new tourism strategy that addresses economic growth, environmental sustainability, cultural preservation and quality of life issues.

Caribbean island nation Jamaica has reached an agreement with the Inter-American Development Bank (IDB) develop a comprehensive tourism strategy to better enable Jamaicans to tap into the vast potential of the local tourism sector.

This move is set to address economic growth, environmental sustainability, cultural preservation and quality of life issues, says the state tourism representative Jamaica Tourism Board (JTB) in a press statement.

In a session that was the first in a series of strategy development workshops, Tourism Minister Edmund Bartlett said that while the nation continued to be a top tourism destination, drawing millions of tourists from around the globe each year, it needed to evolve in order to stay ahead of competing destinations.

“A well-defined tourism strategy and action plan will help us identify the strengths and weaknesses of our tourism industry, chart our goals and objectives, and define the road map to achieve them,” Bartlett said, addressing the first Tourism Strategy Development Workshop at the Montego Bay Convention Centre in Rose Hall, St James.

“We are renowned globally for our breathtaking natural beauty, vibrant culture, great food and warm hospitality. However, we can no longer rely solely on these assets to drive our tourism sector,” the minister added.

A strong and comprehensive tourism strategy, according to the minister, will aid in further driving economic growth and development. He says that the sector now generates direct employment for 175,000 Jamaicans and indirect employment for more than 354,000 others, including farmers, craft vendors, entertainers and transportation operators.  As such, the vision is to make tourism inclusive, the driver of the economy and the centre of community enrichment and human development, the statement added.

The session was held in the resort destination involving stakeholders from a wide cross-section of industries and government agencies, adds the statement.