Byles urges total inclusivity in tourism sector
by Adrian Frater/Gleaner Writer · The GleanerWestern Bureau:
Renowned tourism sector personality John Byles, the chairman of the Montego Bay Chapter of the Destination Assurance Council, is calling for “total inclusivity” within the local tourism sector, saying it will create the scope for all stakeholders to speak with one voice.
According to Byles, who is also the executive deputy chairman of Chukka Caribbean Adventures, and who sits on several tourism-related government boards, including his roles as deputy chairman of the Jamaica Tourist Board (JTB) and director of Jamaica Vacations (JAMVAC), said that unless “totally inclusivity” is embraced, the sector could lose the gains made following the debilitating COVID-19 pandemic.
“For tourism to truly benefit Jamaica, we must embrace inclusive tourism, which ensures participation from all Jamaicans, including smaller stakeholders who require facilitation,” Byles told The Gleaner.
Byles, who was speaking against the background of the ongoing unrest in the hotel sector, which has sparked protest at five properties, where workers complained about low wages and poor working conditions, said if the industry is to fully maximise its full potential, there must be the feeling that whatever policies are in place are designed for everyone.
Headlines Delivered to Your Inbox
Sign up for The Gleaner’s morning and evening newsletters.
“This model moves beyond traditional approaches, focusing on creating opportunities for everyone - from large operators to small entrepreneurs. Inclusive tourism allows even the smallest players to contribute meaningfully, whether through providing experiences, services, or goods for the industry,” he said.
Byles, who is renowned for being frank in his assessments, also stated that access to financing, including microloans, environmental, social and governance (ESG) loans, and grants, will help smaller participants develop offerings that showcase Jamaica’s unique culture and natural assets.
However, he said the smaller participants would require training, marketing support, and infrastructure development, which he said “can empower” these contributors to thrive.
Byles, who was given the responsibility of marshalling the island’s resilient corridors, and safely guiding Jamaica’s hospitality sector through the COVID-19 pandemic, to include the reopening of the seaports and airports, said that by “upskilling” Jamaicans in hospitality, languages, and business, it will allow them to secure higher-paying roles and create their own opportunities within the industry.
“Targeted marketing campaigns showcasing experiences outside traditional hotels will attract travellers seeking immersive cultural and nature-based activities, driving economic benefits to wider communities,” he added.
Byles also noted that a cohesive, inter-ministerial approach is not only critical to unlocking tourism’s potential, but is arguing that a collaborative task force can align policies, streamline regulations, and improve efficiency across government agencies, saying data sharing will enable evidence-based policymaking to foster sustainable growth while addressing national priorities.
Byles also noted that investment in infrastructure that benefits both visitors and residents, such as roads, utilities, green spaces, and Inclusive Tourism Zones, will enhance Jamaica’s overall appeal and quality of life, while noting that environmental protection must also remain central in preserving Jamaica’s natural beauty as a core attraction for generations to come.
“Jamaica’s tourism industry is built on resilience, strengthened by experience and a commitment to including all Jamaicans, big and small. Moving forward, a unified strategy of investment, collaboration, and sustainable development will cement Jamaica’s position as a top regional destination, offering visitors an authentic Jamaican experience,” stated Byles.
“By prioritising visitor satisfaction while fostering inclusivity and innovation, we can ensure that tourism not only supports our economy but also enriches the lives of all Jamaicans for generations to come,” said Byles, in highlighting a concept he described as “stakeholder capitalism,” which emphasises equitable protection for all within the tourism ecosystem.
“By embracing this philosophy, we can achieve a tourism industry that uplifts every Jamaican while safeguarding our natural and cultural heritage,” Byles added.