Jamaica’s Prime Minister Dr. Andrew Holness has underscored tourism’s role as a gateway to investment-led development, saying the sector significantly influences how countries are perceived by visitors, investors, and global business partners.
He was speaking at the 25th anniversary celebration of RIU Jamaica, held at RIU Montego Bay in St. James on Thursday (June 18), where he described tourism as more than an industry, but often the first introduction a country receives on the global stage.
“Tourism is not simply an industry. It is oftentimes the first introduction to a country,” Holness said, noting that positive visitor experiences help build confidence in destination branding.
He added that returning tourists often become informal ambassadors for Jamaica.
“Tourists come and they help to reinforce Brand Jamaica when they leave with a good experience. Familiarity creates confidence,” he said.
According to the Prime Minister, that confidence can translate into tangible economic outcomes, particularly foreign investment.
“Confidence attracts investment. I’ve been there, I’ve heard of the place, I know the people, I know what their values are, I understand their legal system, I understand the culture. I can invest,” he said, describing the mindset of potential investors.
Holness said investment generated through tourism helps expand economic opportunity across multiple levels, including employment, supply chains, and small business participation.
“Investments create opportunities… for its employees, for its suppliers. It has helped to broaden the brand of tourism in Jamaica,” he said.
He also pointed to tourism’s role in talent retention, arguing that economic opportunity reduces outward migration and strengthens the domestic workforce.
“Opportunity retains and attracts talent. So instead of all Jamaicans leaving to go elsewhere to work, they stay here and contribute to our economy,” he said.
Holness said Jamaica must position itself not only as a long-standing exporter of talent but also as a destination that attracts skilled workers from abroad.
“Jamaica must position itself not only as a net exporter of talent… but we need to now position ourselves to be receivers of talent into our economy,” he added.
Tourism Minister Edmund Bartlett, also addressing the event, outlined what he described as a transition toward “Tourism 3.0,” focused on greater inclusivity and increased local economic retention.
Bartlett said the sector is moving beyond its capacity-building phase into a new era aimed at ensuring more Jamaicans benefit directly from tourism earnings.
“As you help us to put a close to Tourism 2.0… we want you to work with us in Tourism 3.0,” he said.
He added that the next phase will deepen linkages between tourism and other sectors while increasing the share of revenue retained locally.
“We want you to work with us in Tourism 3.0 as we redefine this process… to enable greater inclusiveness of the people of Jamaica and higher retention in the dollar value of the industry,” Bartlett said.
The RIU hotel chain, which entered Jamaica in 2001 with RIU Palace Tropical Bay in Negril, has grown into one of the country’s most established tourism partners over the past two decades.
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