Destination assurance is key to future tourism success. It is a promise to visitors that assures an authentic, safe and seamless experience, which is respectful to the community and environment.
This has been a key aspect of our tourism model over the years, and we have adjusted this to better meet the needs of the GEN-C traveler who have a vested interest in unique experiences which are safe. These new measures have resulted in Jamaica being globally recognized as providing leadership in tourism COVID-19 management arrangements.
Last November, we submitted the Green Paper for the Destination Assurance Framework and Strategy (DAFS), and I am happy to announce that we have made significant progress on this. The Green Paper for the DAFS will be submitted to Cabinet by the end of the first quarter of the current fiscal year. This document aims to ensure that the integrity, quality and standards of Jamaica’s tourism product are maintained.
Madam Speaker, we will be placing special focus on reducing instances of visitor harassment and poor solid waste management practices. We intend to launch a program in each Resort Destination for the re-socialization and skills upgrading of informal operators in the tourism sector and the formalization of the activities of persons who are trained and empowered with skills.
Madam Speaker, this entire strategic push will be supported by a strong legislative agenda, which will include amending the Tourist Board Act, the Travel Agency Act and their accompanying Regulations. In this way, the Government will modernize the provisions of these Acts, strengthen enforcement provisions, and improve our tourism product.
Madam Speaker, the future of tourism in Jamaica is looking bright, despite the challenges we have and continue to face because of COVID-19. As you have heard, our vision speaks to strategic initiatives and partnerships that will diversify our product, build human capital and expand linkages with other sectors, while targeting new markets, driving a more collaborative approach to our tourism sector, while still ensuring that the growing tourism industry benefits all Jamaicans.
Madam Speaker, resetting our tourism sector to build forward stronger, can only be achieved by focusing on building strong local capacity with a relentless focus on quality. We must stabilize the industry while creating an incubator for more inclusive enterprises and also focus on building a strong enabling environment.
Madam Speaker, by applying the Blue Ocean Strategy to reset tourism, the sector will, within the first two years, return to its pre-COVID-19 performance with arrivals and economic returns.
We will therefore continue to push forward with a spirit of hope for a brighter future, which is prosperous for every Jamaican. Together, we have an opportunity to build forward stronger – tourism for shared Jamaican prosperity in 2021 and beyond.
Thank you, stay safe and God bless you.
Like and follow on: