Jamaica Tourism Spotlights AI for Tourism Awareness Week 2026

Jamaica is putting artificial intelligence and digital transformation at the heart of Tourism Awareness Week 2026. From destination marketing and visitor experiences to workforce development and tourism innovation, the week will showcase how Jamaica plans to use emerging technology to shape a smarter, more resilient and people-centred tourism industry.

KINGSTON, Jamaica: Jamaica will spotlight artificial intelligence (AI), digital transformation and the future of its tourism economy during Tourism Awareness Week (TAW) 2026, as the country explores how emerging technologies can strengthen the industry while keeping people at the centre of the visitor experience.

The Ministry of Tourism, its public bodies and tourism industry partners will observe TAW from September 27 to October 3 under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism.” The theme mirrors UN Tourism’s global theme for World Tourism Day, which will be celebrated on September 27.

Throughout the week, stakeholders will examine how technology is reshaping the way visitors discover, plan and experience destinations. The activities will also highlight Jamaica’s efforts to responsibly harness AI and other digital tools to strengthen destination management, visitor facilitation, workforce development, resilience building and decision-making.

Minister of Tourism, Hon. Edmund Bartlett, said the focus is particularly timely as rapid technological change continues to redefine global travel and tourism.

“Tourism is being transformed, and the pace of technological change means that Jamaica must not simply respond to the future, we must help to shape it. Tourism Awareness Week 2026 gives us an opportunity to look closely at how artificial intelligence and digital technology can strengthen our tourism industry while ensuring that people remain at the heart of the experience,” said Minister Bartlett.

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Technology Supporting Tourism 3.0

Minister Bartlett said the Ministry’s adoption of technology forms part of its wider Tourism 3.0 growth agenda, designed to make tourism a stronger platform for national economic transformation.

“Tourism 3.0 is about using innovation, technology and stronger local participation to create greater value for Jamaica in this new era of tourism. We want a tourism sector that is smarter and more resilient, but also one that creates opportunities for our workers, entrepreneurs, communities and local businesses. The technology is the tool; the people and the value we create for Jamaica are the purpose,” Bartlett noted.

Director of Tourism, Donovan White, said Jamaica’s embrace of AI and digital transformation must be balanced by a commitment to preserving the qualities that distinguish the destination.

“The digital future of tourism is already here, and Jamaica is preparing to participate in that future with purpose. From destination marketing and visitor assistance to analytics and workforce readiness, technology can help us become more responsive, more accessible and competitive. But technology must enhance, not replace, the Jamaica experience. Our hospitality, authenticity, creativity and human connection remain central to what visitors come here to experience. The opportunity is to use AI to make that experience even more meaningful,” he stressed.

Tourism Awareness Week Activities

Tourism Awareness Week will officially begin on Sunday, September 27, World Tourism Day, with a Thanksgiving Church Service at Faith Temple Assemblies of God in Montego Bay at 10:00 a.m.

Throughout the week, full-page print and digital advertorials will showcase how the Ministry, its public bodies and tourism stakeholders are applying technology, innovation and AI across destination marketing, tourism services, workforce development and destination management.

The programme will also include a Speaker Series on September 28-29 and October 1-2 at selected Tourism Action Club (TAC) schools. Tourism leaders, policymakers, technology experts and industry representatives will engage students in discussions about the opportunities, challenges and implications of AI and digital transformation for Jamaica’s tourism future.

Young People Take Centre Stage

On Wednesday, September 30, young people will take centre stage at the Tourism AI Youth Forum, where students will be challenged to explore how emerging technologies can address real-world tourism challenges and help reshape the visitor experience.

The annual forum will feature an AI Challenge, exhibitions and entertainment, as well as opportunities for students to engage with tourism and technology experts.

The Tourism Enhancement Fund (TEF), through the Jamaica Centre for Tourism Innovation (JCTI), will also host the Hospitality & Tourism: AI in Tourism Workshop on Thursday, October 1.

The workshop will feature concurrent sessions examining AI’s implications for hospitality, workforce development, service excellence, education, skills and the future of work. An Innovation Corridor will showcase technology companies offering solutions that can support tourism businesses as they adapt to an increasingly digital operating environment.

Minister Bartlett emphasised that, despite the increasing role of technology, human connection must remain fundamental to Jamaica’s tourism product.

“Even with AI and technology, we must never lose sight of the fact that tourism is about people connecting with people. The Ministry is therefore encouraging Jamaicans, tourism stakeholders and young people in particular to participate in the activities throughout the week and follow the Ministry’s social media channels @tourismja for updates and features,” Minister Bartlett said.