Speaking under the theme, “Building Tourism Resilience Through Digital Transformation,” Minister Bartlett made the call during his keynote address to mark the opening of the 3rd Global Tourism Resilience Conference and Expo, which runs from February 17-19, 2025, at the Princess Grand Jamaica Resort, Hanover.
His comments came as tourism partners observed the United Nations (UN) designated Global Tourism Resilience Day on February 17, 2025. Minister Bartlett said: “From artificial intelligence to data analytics, from virtual reality experiences to blockchain-based transparency, the digital realm offers us an extraordinary toolkit to anticipate challenges and innovate solutions.”
The conference has drawn participants from far afield, including Africa and Saudi Arabia with two opposing candidates vying to succeed His Excellency Zurab Pololikashvili as Secretary General of UN Tourism also in attendance.
Minister Bartlett advocated for the use of digital technologies that enable real-time data and analytics, including monitoring travel flows, consumer trends, and potential risks, thereby allowing for proactive decisions to be made.
He also cited virtual engagements and marketing as a major opportunity to provide immersive experiences that can keep destinations top-of-mind even during travel pauses, as well as smart destination management to enhance visitor experiences through digital ticketing, crowd management, and personalized itineraries that promote sustainability and authenticity.
Minister Bartlett also identified robust crisis communication as a key benefit in embracing digital technologies, noting that this would facilitate “swift and clear communication with stakeholders, travelers, and local communities in times of crisis.”
He advised conference delegates:
“By weaving these digital tools into our tourism strategies, we can foresee disruptions, respond effectively to crises, and ensure the continuity of this vital sector.”
Also bearing the role of Chairman of the Global Tourism Resilience and Crisis Management Centre (GTRCMC), which has its headquarters in Jamaica, Minister Bartlett revealed that “the GTRCMC will be rolling out a series of AI-driven initiatives designed to enhance destinations worldwide—from dedicated training and capacity-building programs to thought leadership and advocacy efforts. By equipping tourism stakeholders with cutting-edge digital skills, we aim to reshape the industry, making it more agile, inclusive, and future-ready.”
