Christmas in July unfolds in a ‘Tropical Wonderland’

“Imagine a Jamaica where every craft item, every flavour, and every handmade treasure fuel national prosperity. That is the Jamaica we are building, a nation where tourism is not just an economic driver, but a force of transformation, inclusion, and empowerment,” was how Minister of Tourism Edmund Bartlett opened his remarks at the 11th iteration of the trade show, Christmas in July, inside the Jamaica Pegasus Hotel in New Kingston on Thursday.

“Over the past decade, this initiative has reshaped how we value local production, Jamaican craftsmanship, and the power of strategic collaboration. Christmas in July is more than a trade show; it’s a living symbol of our commitment to ensure tourism works for all Jamaicans, not just a few. It embodies our guiding mantra: ‘Thrive in 2025 – Linking Tourism to Every Jamaican’s Success’.”

The minister also said this year’s ‘Tropical Wonderland’ theme captured the essence of our identity, “where tradition and innovation come together to deliver experiences that are proudly and authentically Jamaican”. The first event in 2015 had 76 manufacturers participating. The number had grown to 180 this year when 387 applied. Among those selected, 106 are new.

Since its inception, Christmas in July had generated more than $135 million in earnings through to 2023, “but the true impact lies beyond the numbers; it lies in transforming dreams into businesses, elevating artisans to global markets, and strengthening supply chains that anchor our authentic tourism product”, Bartlett noted.

He said the event brings our Tourism Linkages Network strategy to life, connecting the creativity of Jamaican artisans with the purchasing power of hotels, attractions, and cruise lines. From hotel gift shops to conference giveaways, every item tells a story – made in Jamaica, by Jamaicans.

INITIATIVE’S AIM

“That’s why we developed this initiative, to build marketplace visibility, buyer confidence, and national pride … . That’s why we’ve made funding available through the EXIM Bank–TEF SMTE Loan Programme, offering up to $25 million at 4.5 per cent interest, with a seven-year repayment period and 12-month moratorium … To date, we’ve disbursed some $2.48 billion to 509 small and medium tourism enterprises, with $500 million still available. This is patient capital, designed to build businesses that will strengthen our ecosystem for generations,” Minister Bartlett revealed.

He challenged manufacturers, buyers, and partners to not just be participants in a trade show. “You are architects of Jamaica’s tourism future, builders of resilience, and champions of excellence. You are the proof of what happens when vision meets will, when policy meets purpose, and when partnership meets passion,” he declared

The two-day event, held also on Friday, July 11, is a production of the Tourism Enhancement Fund (TEF) through its Tourism Linkages Network (TLN) in collaboration with the Jamaica Business Development Corporation (JBDC), the Jamaica Manufacturers and Exporters Association (JMEA), JAMPRO, the Jamaica Hotel and Tourist Association (JHTA), and the Rural Agricultural Development Authority.

“As we step into this Tropical Wonderland, I challenge you to look beyond the booths. See the possibilities. See the partnerships waiting to be forged. See the supply chains, the jobs, and the communities that will be transformed. Corporate Jamaica, embrace these authentic Jamaican products for your gifting and procurement needs. Tourism sector leaders, deepen your local sourcing commitments. International partners, see the quality, creativity, and spirit that define modern Jamaica,” the minister said.

“Looking ahead, we will scale the impact of initiatives like Christmas in July to support Jamaica’s emergence as the Caribbean’s first smart tourism destination, anchored in digital transformation, infrastructural investment, and community resilience. To support this, we are revising the Tourism Linkages Network Policy, now retitled the Tourism Linkages Network Policy and Action Plan, to drive supply chain strengthening, market diversification, and local empowerment.”

Other people of note in attendance were Minister of Industry, Investment and Commerce Senator Aubyn Hill; Minister of State in the Ministry of Tourism Senator Delano Seiveright; David Dobson, chief technical director in the Ministry of Tourism; Dr Carey Wallace, executive director, TEF; Christopher Jarrett, president JHTA; Sydney Thwaites, president of JMEA; Harold Davis, chief executive officer at the JBDC; Carolyn McDonald-Riley, director of the TLN; and members of the diplomatic corps.