Tourism Stakeholders Predict Best Winter Season Since 2019

• Minister of Tourism, Hon. Edmund Bartlett says Jamaica’s tourism recovery will be guided by a “Blue Ocean Strategy” where market boundaries can be reconstructed by the actions and beliefs of industry players. 
• This strategy involves the simultaneous pursuit of differentiation and low cost to open a new market space and create new demand. This will also allow for creating and capturing uncontested market space, making the competition irrelevant. It is based on the view that market boundaries and industry structure are not a given and can be reconstructed by the actions and beliefs of industry players. 
• The strategy will see the Tourism Ministry pursuing enhanced value-creation, through product differentiation and diversification, which will allow Destination Jamaica to be more sustainable, appeal to new markets, and stimulate new demand. 
• Current trends indicate that post – COVID-19 international travellers will prefer sustainable destinations and the pandemic creates an opportunity for global leaders to transition their tourism industries by creating policies that balance economic growth with social and environmental concerns. Minister Bartlett noted that tourism development strategies and practices must be increasingly designed with the view of promoting more resource-efficient initiatives that are aligned with goals of sustainable consumption and production.

(Source: JIS News)