Tourism recovery will be guided by a “Blue Ocean strategy,” according to Bartlett.

Minister of Tourism, Hon. Edmund Bartlett says Jamaica’s tourism recovery will be guided by a “Blue Ocean Strategy” where market boundaries can be reconstructed by the actions and beliefs of industry players.

The Minister described the strategy as the simultaneous pursuit of differentiation and low cost to open a new market space and create new demand.

It will also allow for the creation and capture of uncontested market space, rendering competition obsolete, according to Bartlett.

“It is based on the view that market boundaries and industry structure are not a given and can be reconstructed by the actions and beliefs of industry players. We understand the road to recovery will be very daunting, and we are also cognizant that tourism is a resilient sector that has bounced back from adversities. We are now in full recovery mode, which the Blue Ocean Strategy will guide,” stated Bartlett.

“A Blue Ocean Strategy will see our Ministry pursuing enhanced value-creation, through product differentiation and diversification, which will allow Destination Jamaica to be more sustainable, appeal to new markets and stimulate new demand,” he added

According to current trends, international travellers will prefer “sustainable” destinations after COVID-19, and the pandemic (creates) an opportunity for global leaders to transition their tourism industries by creating policies that balance economic growth with social and environmental concerns, according to the Tourism Minister.

“The sector must find ways to answer how increasingly scarce natural resources can be prudently managed, how economic growth can be aligned with the social and economic needs of local populations and communities, as well as the preservation of the natural environment,” he noted

“Tourism development strategies and practices must be increasingly designed with the view of promoting more resource-efficient initiatives that are aligned with goals of sustainable consumption and production,” said Minister Bartlett.

Bartlett, who was participating in the high-level panel discussion on ‘Cross Border Collaborations: From Periphery to the Core’, also used the occasion to present an update on the tourist sector’s recovery in Jamaica, as well as the steps taken to guarantee that the industry is safe and committed to creating benefits for all stakeholders in the value chain.

Sheikh Saud bin Saqr Al Qasimi, ruler of the Emirate of Ras Al Khaimah, hosted the Global Citizen Forum. The Emirate welcomed more than 450 dignitaries.

The event was held in collaboration with the Ras Al Khaimah Tourism Development Authority.