First Look

Tourism Awareness Week to Focus on Digital Transformation



Ministry of Tourism | 2018-09-18 16:53:00

The Ministry of Tourism, its agencies and industry partners will seek to further raise awareness about the importance of digital technologies in tourism, during its annual celebration of Tourism Awareness Week (TAW).
The weeklong celebration will be observed from September 23 -30, under the United Nations World Tourism Organization’s (UNWTO) theme for World Tourism Day on September 27- “Tourism and the Digital Transformation”.
It promises to be an engaging week, with a series of activities highlighting the work the Ministry and its agencies are doing, to better utilize technology to improve entrepreneurship for Small and Medium Tourism Enterprises; create greater inclusion in the industry; improve resource management and data collection; and attract more visitors to the island.
“The Government of Jamaica, and by extension the Ministry of Tourism, recognises the value of technology and the potential positive impact it can have on revolutionising the lives of every Jamaican.  Rather than fearing the change, we have opted to use the way our modern-traveller depends heavily on technology, as an opportunity to engage them and reach a larger segment of the travel market. 
“It is for this reason, we have invested heavily in technology and are using information and communications technology to create a more seamless, safe and most importantly, sustainable tourism sector,” said Minister of Tourism Hon. Edmund Bartlett. 
According to the UNWTO, from 2016 to 2025, digitalization in aviation, travel and tourism is expected to: create up to US$ 305 billion of value for the sector through increased profitability; and migrate US$ 100 billion of value from traditional players to new competitors. Their studies also predict that it will generate benefits valued at US$ 700 billion for customers and wider society through a reduced environmental footprint, improved safety and security, and cost and time savings.
“My Ministry has been working on a number of initiatives, which utilise innovative technology to improve visitor experience and to connect local entrepreneurs with buyers in the hotels so that they have greater potential to increase their earnings. I am proud of the strides we have made as an industry thus far in joining the world in this metamorphosis that is taking place,” said the Minister.  
The slate of activities for Tourism Awareness Week will include a: public awareness campaign in print and digital media; social media competition; Tourism Action Club forum; and the annual Tourism Awareness Week Church Service, which will be held in Montego Bay on September 23.




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