Jamaica leans on Diaspora to revive tourism sector

As Jamaica delves further into ways to restore its tourism industry since the havoc of Hurricane Melissa, the country has turned to its human resources and is collaborating with the Jamaican Diaspora to help recover its industry.

Jamaica’s Minister of Tourism, Edmund Bartlett, visited Washington, D.C. on April 8, 2026, to update an audience of Jamaicans living in the Metropolitan area, home to over 38,000 Jamaicans, on the progress of the recovery, calling it “resilience in action.”

Minister Bartlett, speaking to the group at the Jamaican Embassy in Washington, D.C., hailed the work of continuing resilience and amplifying the Jamaican story on the world stage.

Building on this message, he stated, “The Diaspora is among the most influential in unveiling the landmark tourism milestone… Jamaica has welcomed over one million visitor arrivals and generated $956 million as foreign exchange earnings in the first quarter of 2026,” Bartlett announced.

Continuing to express gratitude for the effort, Bartlett added further remarks. “Before a traveler ever books a ticket, before they see a brochure, or a campaign, they often hear about Jamaica through you,” the Minister of Tourism told the audience.

Jamaica’s Minister of Tourism, Edmund Bartlett (right) with Jamaica’s Ambassador, Major General, (Ret’d) Antony Anderson. Photo by Derrick Scott, Embassy of Jamaica

Minister Bartlett noted that Jamaica’s remarkable first-quarter performance did not happen by accident despite the interruption caused by the hurricane. “The island’s tourism industry maintained momentum, as a result of the Diaspora’s refusal to allow negatives to work. These figures speak to the resilience of the dedicated and global support that our island continues to receive,” he declared.

As the Minister continues to express satisfaction, he stated, “The world is confident in our ability to recover from disruptions and deliver top-class hospitality at every level.”

Highlighting that in the era of rampant misinformation, the Diaspora serves as a critical line of defense for Jamaica’s global reputation, “every time you speak positively about Jamaica, every time you correct a misconception, every time you invite or return, you are actively strengthening the country’s tourism, Bartlett stressed.

Adding to the stellar post-hurricane performance, Director of Tourism, Donovan White, said, “surpassing one million visitor arrivals in the six months of the hurricane is a remarkable achievement for Jamaica. Encouragingly, we have recorded year-to-date growth of 25% from Latin America and 7% from Asia, clear indications that our strategy to diversify and expand into new markets is delivering meaningful results,” Donovan White noted.

Minister Bartlett closed his address with a direct, personal call to action for every member of the Jamaican Diaspora: “Continue telling our story with pride, sharing the truth of who we are, correcting misinformation, and encouraging others to experience Jamaica for themselves. Continue coming home, because Jamaica will always be home,” Bartlett expressed.