With more than 40 years of public service and a reputation as one of the Caribbean’s foremost tourism strategists, Jamaica’s Minister of Tourism, Edmund Bartlett, will take centre stage at the Caribbean Tourism Organization’s (CTO) Caribbean Week in New York with a powerful message: the Caribbean’s tourism future hinges on bold, unifying leadership.
“Leadership is not simply a desire to be in charge,” Minister Bartlett affirms. “It’s the ability to coalesce disparate forces and create an opportunity for a good outcome.”
His words underscore not just a philosophy, but a record of action — one that has positioned him as a guiding force in shaping a more resilient, inclusive and economically vibrant tourism sector for the region. Minister Bartlett, the co-founder of the Global Tourism Resilience and Crisis Management Centre, embraces a vision, which is firmly grounded in post-pandemic realities, where collaboration and convergence of ideas are essential.
“Although we want to tell the world that we are one Caribbean, we’re really out of many — One Caribbean,” he says.
“And it is the many that need to come together seamlessly … under a common vision.” That vision includes deeper regional cooperation, harmonized tourism policies and the expansion of multi-destination travel — an area where Jamaica has led decisively.
His leadership extends to structural reforms such as Jamaica’s groundbreaking Tourism Workers Pension Scheme and efforts to link the sector with agriculture, manufacturing and entertainment. These reforms, Minister Bartlett argues, are vital to retaining more of the tourism dollar in the Caribbean.
“The CTO, an institutional bulwark of Caribbean tourism, has been able to coalesce the political forces within the region and to provide a tourism focus … conducive to growth development and the strengthening of tourism's ability to drive economic enrichment for the people of the region,” he said.
As Jamaica continues to play a pivotal role in regional tourism leadership, Minister Bartlett is also a key advocate for the CTO’s revitalization under its current leadership. He offers praise for Secretary-General Dona Regis-Prosper, the organization’s first female head.
“The insight and the vision that Dona brings to CTO at this time is useful,” he noted.
Citing her ability to “bring partners together” and enable “collective action” around shared goals, he notes: “I think it's also refreshing.”
Minister Bartlett added: “The reimagining of Caribbean tourism at this time is crucial. It is actually ‘sine qua non’ – it what is required in this post-COVID period.”
In addition to addressing leadership, he will participate in the “CTO Reimagine Plan Launch” session during Caribbean Week. With unwavering focus on recovery, equity and sustainability, he continues to champion a tourism model that serves the people of the region — not just its visitors.
As Caribbean Week opens in New York on Sunday, Minister Bartlett’s message is clear: strong, visionary leadership remains the cornerstone of Caribbean tourism’s future.