As Jamaica prepares to host global delegates at the Caribbean’s pre-eminent travel trade event, Caribbean Travel Marketplace, in May, the country’s tourism minister has declared a new benchmark for tourism metrics: 2023. “Normally we talk about 2019 (before the pandemic), as being the benchmark,” Edmund Barlett said during a zoom event ahead of the Caribbean Hotel and Tourism Association’s 42 annual event. “Now we have changed that. 2023 is the new benchmark for Jamaica’s tourism.”

That’s because Jamaica hit the milestone mark of four million arrivals last year and US$4 billion in spend.

Moreover, the minister says that trajectory is continuing, and Jamaica welcomed an unprecedented one million visitors (611,000 stopovers, 389,000 cruises visitors) spending $1 billion spend in the first two months of 2024.

And that, he said, “is a record that has never happened in the history of Jamaica” and puts the country on pace to its reaching its goal of 5 and 5 (million visitors, billions in spend) for 2025.

But despite the current boom, Bartlett is determined that Jamaica, and the Caribbean at large “future proof” its tourism industry against further disruptions, such as new pandemics or more weather events like hurricanes, and over-tourism.

With this in mind, the CHTA CTM Marketplace, which brings together buyers and suppliers, along with media and other Caribbean stakeholders, is currently expanding its scope with the introduction of Marketplace Responsible Tourism Day (RTD) on May 23, which joins the successful Caribbean Travel Forum & Awards, this year in its third edition.

The Caribbean is “ready to take a new perspective on itself in this post-COVID era, to grow tourism to another level… and responsible tourism is at the heart of the innovation that we speak about,” said Bartlett. “How as a region do we transform ourselves into being the go-to destination of the future… How are we making ourselves ready and prepared to receive additional visitors?”

Noting that RTD will become a permanent feature of the event, CHTA president Nicola-Madden-Greig, who joined the zoom panel with Bartlett, said, “We at CHTA recognize that as the issues of climate change and sustainable development continue to confront us, we must play our part in ensuring change.

“So, not only will be talking about the business of tourism, we will market tourism, but we will be responsible stewards for our tourism communities.”

To that end CHTA will join three projects this year at CTM, including one in conjunction with Montego Bay Marine Park, as well other community initiatives and providing a focus on women and youth in tourism.

“(RTD) cements that we’re not just about making money, but also giving back to our communities,” said Madden-Greig.

Jamaica last held CHTA CTM Marketplace in 2019; it will be held again in Montego Bay, from May 20-23.