Jamaica Launches “Local First” Tourism Policy

Jamaica is rolling out a major new initiative designed to keep more of its tourism dollars in local hands. Minister of Tourism Edmund Bartlett, has officially announced the launch of a “Local First” policy, aimed at ensuring that Jamaicans directly benefit from the country’s tourism success.

Speaking in the House of Representatives this week, Minister Bartlett said the new framework mandates that every new tourism investment must translate into jobs, contracts and opportunities for Jamaicans.

“It enshrines the principle that Jamaican farmers, artisans, manufacturers, transport operators, entertainers and micro-entrepreneurs must have the first opportunity to supply hotels, attractions and tourism enterprises,” Bartlett said. “As Jamaica expands globally, we must ensure that the benefits of tourism remain local.”

The policy builds on the decade-long work of the Tourism Linkages Network, which has connected local producers to the tourism sector. That includes programs like Christmas in July, which has generated more than $200 million in sales for small producers, the Agri-Linkages Exchange (ALEX) platform linking farmers to hotels with nearly $2 billion in sales, and the Artisan Village at Falmouth.

According to Bartlett, the new policy will elevate these programs into a national framework, with measurable procurement targets, Community Benefit Agreements in every resort area, and a Linkages Data Network to publicly track how much of the tourism dollar stays in Jamaica.

“This is the first time that this will be happening in the history of tourism in Jamaica,” he said.

The initiative aligns with the Government’s Vision 2030 National Development Plan, focused on sustainable and inclusive growth. A high-level task force chaired by Minister of State Hon. Tova Hamilton will lead the effort, bringing together agencies including the Tourism Enhancement Fund, the Jamaica Tourist Board, the Tourism Product Development Company, the Jamaica Centre for Tourism Innovation, and other partners like the Rural Agricultural Development Authority and the Jamaica Manufacturers and Exporters Association.