WATCH: Jamaica looks to capitalise on growing demand in cruise industry

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Minister of Tourism Edmund Bartlett emphasised the importance of increasing Jamaica’s role in the global tourism supply chain, particularly in the cruise sector, during a two-day business opportunity meeting with Carnival Corporation and local manufacturers.

The meeting, facilitated by the Tourism Enhancement Fund (TEF) on September 23 and 24, 2024, at the Jamaica Pegasus hotel, sought to explore potential partnerships between Jamaican businesses and Carnival’s global cruise lines.

In his remarks, Bartlett highlighted the vital need to strengthen the supply side of the tourism industry in order to maximise the economic benefits for Jamaica.

“I am very driven to enhance the supply side of tourism,” stated Bartlett. “We spend so much on the demand side, bringing 4.3 million visitors to our shores and generating US$4.5 billion, yet our retention rate is only 40 cents on the dollar. But we can increase that to 60 cents by meeting the demand of the tourism sector.”

Minister Bartlett stressed the immense opportunities available in the food supply segment, noting that 42 per cent of visitor expenditure is on food. He pointed out the significant demand for food in the Caribbean’s cruise industry, which based on his research is currently valued at US$5.3 billion and projected to grow to US$17.3 billion by 2033.

“We think Jamaica has an important part to play in supplying this growing demand,” Bartlett said. “Today’s meeting signals that Jamaica is ready to take a bigger slice of that US$17.3 billion opportunity.”

The meeting provided Jamaican manufacturers with key insights into Carnival Corporation’s purchasing requirements and the process of becoming a supplier to its world-class cruise lines, which include brands such as Carnival Cruise Line, Princess Cruises, Holland America Line, and Cunard.

Carnival Corporation, as the world’s largest global cruise company, leads the industry in innovative and sustainable cruising. The company’s mission is to deliver unforgettable happiness to its guests while maintaining the integrity of the oceans and communities it touches.

This meeting marks a critical step in Jamaica’s ongoing efforts to increase local participation in the global tourism supply chain, ensuring that more of the value generated by the industry is retained within the country.

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