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News Update（https://jhta.org/press-room/category/news-update/）
Message from O’Brian Heron, President Jamaica Hotel & Tourist Association for Tourism Awareness Week 2026
October 1, 2026
Posted by
Jamaica Hotel & Tourist Association（https://jhta.org/press-room/author/jhtajamaica/）
01
Oct
Theme: “Digital Agenda and Artificial Intelligence to Redesign Tourism”
As Jamaica joins the global tourism community in observing World Tourism Day 2026 and Tourism Awareness Week, the Jamaica Hotel and Tourist Association (JHTA) invites all Jamaicans to reflect on an industry that touches virtually every part of our economy and society. This year’s theme, “ Digital Agenda and Artificial Intelligence to Redesign Tourism,” comes at an important time for Jamaica’s tourism industry. Technology is changing the way people travel, make decisions, experience destinations and connect with businesses. For Jamaica, the opportunity is not simply to adopt new technology, but to use innovation thoughtfully to strengthen the industry while preserving what makes our destination distinctive.
Jamaica’s greatest tourism asset remains our people. Our warmth, creativity, culture, natural beauty and ability to make visitors feel welcome cannot be replicated by an algorithm. As we embrace artificial intelligence, data and digital tools, we must ensure that technology enhances these strengths rather than replacing the human connection at the heart of the Jamaican tourism experience.
Across the industry, digital innovation is already creating opportunities to improve how businesses operate and how visitors experience Jamaica. From smarter marketing and data- driven decision-making to digital reservations, personalised guest experiences, automation and new approaches to customer engagement, technology can help businesses become more responsive, efficient and competitive.
For our tourism workforce, this transformation also presents an opportunity to learn, adapt and grow. As the skills required by the industry evolve, continuous training and upskilling will be essential. We must equip our people, particularly our young people, with the digital, technical and interpersonal skills needed to participate meaningfully in the tourism economy of the future.
At the same time, we must ensure that innovation creates opportunities beyond our traditional tourism centres. Small businesses, entrepreneurs, artisans, farmers, entertainers, transportation providers and other local enterprises are integral to the visitor experience. Greater access to digital tools, information and markets can help more Jamaican businesses connect with visitors and participate in the value created by tourism.
The industry must also continue to build resilience.