KINGSTON, Jamaica, CMC – Tourism Minister Edmund Bartlett says Jamaica must leverage its rich cultural heritage through the performing arts to enhance and diversify the tourism product.
He noted that while the island’s natural attractions have drawn visitors for decades, “it is time to recognize the untapped potential within the realms of the performing arts.”
“The country has witnessed a global shift in travel preferences to more experiential tourism, reshaping how people explore and engage with destinations. This trend goes beyond traditional sightseeing and has moved to immersive and authentic experiences that connect travelers with local cultures, cuisines, and activities,” Bartlett pointed out.
He said the performing arts sector has a significant role in entertainment and culture, and the tourism sector benefits tremendously from the output.
Bartlett’s remarks were delivered recently in the second city of Montego Bay.
He also said that the Bob Marley’ One Love’ movie provides a massive international boost for the country’s tourism and film industries.
He said that the film, which premiered in Jamaica on January 23 and later in several major international cities and was released worldwide on Wednesday, will provide the lift the country needs as it pursues new and exciting tourist frontiers.
“We had Prince Harry and his wife, Meghan Markle, and many other celebrities at the Jamaica premiere, garnering worldwide attention. We also saw Brad Pitt and [other] celebrities at the Los Angeles premiere… another massive boost for Jamaica and Jamaica’s tourism,” he noted.
“The movie has brought a lot of attention to our country and will inspire people from all over the world… as fans… and visitors to experience our culture,” Bartlett said.
He said the movie also gives the island’s film industry a major shot in the arm, telling the story of reggae legend Bob Marley’s life to an international audience.
He said it would show filmmakers and screenwriters that Jamaica is a great place to make movies, adding that “we have a beautiful country with a rich culture and history” and a talented pool of actors and filmmakers.
Bartlett said that he hopes that the movie’s success will lead to more interest in Jamaica through film-making, adding that “we want to be a major player” as we have the potential to be a world-class destination for film production.
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