Bartlett urges Jamaica’s youths to embrace digital careers in tourism

WESTERN BUREAU:

Tourism Minister Edmund Bartlett wants Jamaica’s youths to embrace the evolving digital landscape of the tourist industry, saying the sector is no longer confined to traditional roles, but now offers expansive, tech-driven career paths.

Bartlett, who was speaking via a pre-recorded video presentation at the 2025 edition of the Jamaica Centre for Tourism Innovation (JCTI) Tourism Career Expo, which was held at the Montego Bay Convention Centre in St James last Thursday said Jamaica’s tourism sector has undergone significant transformation, shifting from a hospitality-based model to a multi-disciplinary, innovation-led industry.

“Tourism has long been the backbone of Jamaica’s economy, creating opportunities and driving growth across our beautiful country,” Bartlett told the students, educators, and industry professionals who were in attendance.

Bartlett further noted that, what started as a simple hospitality service in Jamaica, has become a sophisticated ecosystem powered by digital technology, offering countless lucrative career options.

“This transformation has opened doors to professionals from diverse backgrounds, including science, engineering, digital marketing, data analytics, environmental science, finance and creative arts, all finding awarding careers within our tourist industry,” said Bartlett, in highlighting the growing roles of artificial intelligence, augmented reality, and mobile technology in shaping visitor experiences.

Bartlett said this year’s expo theme, ‘Future Ready! – Careers in Tourism for the Digital Age’, reflects a fundamental shift in how the sector functions and who it now welcomes from data scientists and cybersecurity analysts to virtual reality developers and sustainability engineers.

REVOLUTIONISING TOURISM

According to him, the modern tourism industry relies heavily on technical skills and digital innovation while sharing that digital technology is revolutionising every aspect of tourism, creating entirely new career paths and transforming how the industry operates.

“Today’s tourism professionals might be data scientists, analysing visitors’ patterns to optimise experiences, or a cybersecurity expert, protecting guest information,” said Bartlett. “Artificial intelligence now powers personalising guest experiences, automated service delivery and predictive maintenance systems.”

He further noted that virtual and augmented reality also allows potential visitors to experience attractions before booking their flights and that mobile technology is being revolutionised every day from contactless check-ins to located base destination guides.

Bartlett went on to underscore the value of social media specialists and digital content creators in shaping Jamaica’s global image, noting that young professionals now play a vital role in promoting the island’s cultural and natural assets through digital platforms.

“Whether you’re studying computer science, engineering, finance, or creative arts, there’s a place for you in tourism,” he said. “We need IT specialists, data analysts, revenue managers, environmental scientists, and storytellers. Tourism is no longer a stand-alone industry – it is a dynamic hub of cross-sectoral opportunity.”

Bartlett said the JCTI Career Expo welcomed a wide array of partners and exhibitors, including the Tourism Enhancement Fund, the Jamaica Public Service, Sandals International, The University of the West Indies Engineering Department, and several local start-ups specialising in sustainable tourism technology.

Addressing the students directly, Bartlett encouraged them to see tourism as a pathway not just to jobs, but to lifelong, global careers.

“You are entering the workforce at an extraordinary time. Tourism offers competitive salaries, global mobility, and real opportunities for advancement,” he said. “What you see here today is living proof that the future of tourism is not only bright, but also digital.”

Albert Ferguson