Coming Back Better

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Rebound. Rebuild. Restore Confidence.

Let’s be honest – tourism didn’t just “bounce back.” It had to fight its way back.

Globally, the industry experienced one of its sharpest declines in history, with international travel dropping by over 70% at the height of the pandemic. For a country like Jamaica, where tourism is a major economic driver, the impact was deeply felt.

But fast forward to today, and the story has shifted.

The island of Jamaica continues to welcome millions of visitors annually, with strong occupancy rates, increased airlift, and renewed investor confidence across the sector. In fact, under the leadership of Hon. Edmund Bartlett, Jamaica has consistently been positioned as a global leader in tourism resilience and recovery, with a clear focus on sustainability and inclusive growth.

But here’s the real question:
Are we just back… or are we better?

So, what does “Coming Back Better” really mean?

This year’s theme – “Tourism Rebound and Rebuild” is definitely a call to action. The Ministry of Tourism continues to emphasise that growth must be intentional – driven not just by numbers, but by quality, standards, and the development of our people.

That’s because growth without structure is risky. But growth with standards, compliance, and support? That’s sustainable.

And that’s exactly what the Tourism Product Development Company (TPDCo) is delivering through its Licensing Expo 2026.

Bringing Services to the People (Literally)

Instead of asking tourism operators to navigate complex systems on their own, TPDCo is flipping the script.

From May to November, the Licensing Expo will travel across the island:

  • May 12 – Portland (launch)
  • Ocho Rios, Montego Bay, Kingston, Falmouth, Negril, and the South Coast to follow

That’s 7 locations. One mission.

To make it easier for people to:

  • Get licensed
  • Stay compliant
  • Improve how they operate

This approach aligns with the Government’s broader push – frequently noted by Minister Bartlett – to ensure that tourism benefits reach every corner of the island, not just traditional resort areas.

Why the Numbers Matter

Tourism in Jamaica is a lifeline. It supports hundreds of thousands of jobs, both directly and indirectly. From hotel workers and tour guides to craft vendors, farmers, manufacturers, and transport operators – tourism touches nearly every sector. Minister Bartlett often describes tourism as an ecosystem, one that flows through communities, creating opportunities at every level. So, when access to licensing and support improves, the impact goes beyond compliance:

  • Businesses become more competitive
  • Service standards improve
  • Communities become more economically resilient

In short – we’re not just helping businesses. We’re improving our standards, strengthening livelihoods, and building national confidence.

And that’s what Coming Back Better really looks like – not just recovery, but reinvention with purpose.

 

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