Unlock tourism’s potential by integrating with other sectors

THE EDITOR, Madam:

Tourism has long stood as one of Jamaica’s most resilient and dynamic pillars, yet the country continues to struggle with how to make this sector deliver greater and more inclusive benefits to the wider society. The Government’s recent initiative to seek advice on how to deepen tourism’s contribution to the economy is a positive and necessary step, but it must go beyond the usual surface-level recommendations.

Too often, such studies focus narrowly on encouraging hotels and restaurants to purchase more goods and services locally or on offering incentives to smaller players. These are important measures, but they only scratch the surface of a much deeper issue that has constrained Jamaica’s development for decades.

The problem is not that local tourism businesses do not want to buy Jamaican products — it is that the broader economy lacks the scale, efficiency, and consistency needed to make local sourcing both practical and profitable. What is needed is not just a tourism policy, but a comprehensive industrial strategy that tackles the root causes of persistent low growth, weak productivity, and high production costs.

Tourism has proven its resilience. Even through global disruptions, it continues to expand, earning billions in foreign exchange and creating employment for thousands. Government projections of nearly five million visitors and over US$5 billion in earnings this year are evidence of the sector’s strength. Yet, a significant portion of tourism earnings — perhaps as much as 60 cents of every dollar — flows out of the country.

Tourism should not operate in a silo. It must be part of a national growth strategy that aligns energy policy, agriculture, manufacturing, and education toward one goal — building a more self-sufficient, innovative, and competitive Jamaica. Only then will we be able to keep more of the tourism dollar at home and translate the success of our hospitality sector into sustainable prosperity for our people.

Jamaica’s craft vendors represent an authentic expression of the island’s culture and creativity, yet they remain on the margins of the tourism value chain. Greater integration of these artisans is essential for inclusive growth. By improving market access, product quality, and business training, craft vendors can supply unique, locally made goods that enhance visitors’ experiences while retaining more tourism earnings within communities. Formalising their participation through structured partnerships with hotels, cruise ports, and tour operators would not only diversify the tourism product but also empower small entrepreneurs, preserve heritage, and ensure that tourism’s benefits reach more Jamaicans directly.

ROBERT DALLEY

robertdalley800@aol.com