Government Launches “Local First” Policy to Strengthen Jamaican Participation in Tourism

The Government of Jamaica has launched a new “Local First” policy through the Ministry of Tourism, a major initiative aimed at ensuring that Jamaicans are the foremost beneficiaries of the nation’s expanding tourism sector. The policy will prioritize local suppliers, strengthen community partnerships, and create new economic opportunities for Jamaicans across multiple industries connected to tourism.

Key Details

Minister of Tourism, the Honourable Edmund Bartlett, announced the “Local First” policy during his address to Parliament on October 14, 2025. He described it as a transformative national framework designed to deepen local engagement and economic participation in the tourism value chain.

“Tourism has once again proven to be the engine driving Jamaica’s economic momentum by generating jobs, attracting investment, and transforming communities across the island,” said Minister Bartlett. “Yet as we expand our reach globally, our focus must remain firmly rooted at home. The growth of tourism must mean the growth of Jamaica.”

Under the new policy, the Government will prioritize Jamaican farmers, artisans, manufacturers, transport operators, entertainers, and micro-entrepreneurs as the first-choice suppliers to hotels, attractions, and tourism enterprises. This initiative formalizes the commitment to ensure that every new tourism investment strengthens local livelihoods and promotes equitable development.

The “Local First” framework expands on the success of the Tourism Linkages Network (TLN), which has connected Jamaican producers and service providers directly with the tourism industry. Notable programmes include:

• Christmas in July, generating over J$200 million in sales for Jamaican producers.

• Agri-Linkages Exchange (ALEX), which has facilitated more than J$1 billion in trade between local farmers and the tourism industry by the end of 2024.

Minister Bartlett emphasized that the “Local First” policy takes these successful efforts and scales them into a national strategy that embeds local benefit-sharing into every level of tourism growth.

“The truest measure of tourism success is not the number of arrivals; it is the number of lives improved,” the Minister said. “Local First ensures that every new investment in tourism translates into jobs, contracts, and opportunities for Jamaicans.”

Background

Jamaica’s tourism sector has remained a cornerstone of the national economy, accounting for a significant share of employment, foreign exchange earnings, and investment. However, policymakers have long sought to reduce economic leakage by increasing the proportion of tourism revenue that stays in the country.

The “Local First” policy builds upon years of groundwork through public-private partnerships, community-based tourism, and local capacity-building efforts. It also aligns with Vision 2030 Jamaica, the Government’s national development plan, which emphasizes sustainable, inclusive growth and economic resilience.

Key features of the new policy include:

• Local procurement targets for hotels and attractions.

• Community Benefit Agreements (CBAs) for each resort area to guarantee community involvement.

• A Linkages Data Network that will track how much of the tourism dollar remains in Jamaica.

To oversee these efforts, a High-Level Task Force on Local First has been established, chaired by Honourable Tova Hamilton, Minister of State in the Ministry of Tourism. The Task Force will coordinate with major agencies including RADA, JAMPRO, JBDC, JMEA, and the Municipal Corporations.

Prime Minister Dr. Andrew Holness endorsed the policy, noting that it reflects the Government’s broader vision for inclusive development. “The Government is committed to building a tourism sector where Jamaicans are not just participants but leaders and owners in the nation’s tourism success story,” he stated.

Quotes

Hon. Edmund Bartlett, Minister of Tourism:

“The growth of tourism must mean the growth of Jamaica.”
“Local First ensures that every new investment in tourism translates into jobs, contracts, and opportunities for Jamaicans.”

Prime Minister Andrew Holness:

“Jamaicans must be at the center of tourism development — not just as workers, but as entrepreneurs, innovators, and leaders.”

Analysis

The “Local First” policy represents a major shift in Jamaica’s tourism strategy, moving from participation to ownership. By prioritizing domestic suppliers and formalizing community benefits, the initiative is expected to increase the percentage of tourism expenditure that remains within the local economy.

This approach not only boosts employment and entrepreneurship but also fosters resilience in rural and small-business communities. Experts suggest that if effectively implemented, the policy could serve as a regional model for inclusive tourism development in the Caribbean.

Challenges, however, may include ensuring consistent quality, training, and access to financing for small local producers to meet tourism industry standards. Continuous collaboration between the public and private sectors will therefore be critical to sustaining the initiative’s success.

Our Opinion

The “Local First” policy is a progressive step that places Jamaican talent, products, and communities at the heart of the nation’s tourism growth. By formally embedding local participation into the sector’s framework, the Government is setting a precedent for inclusive economic development. To maximize impact, however, the policy must be backed by strong monitoring systems, investment in local skills training, and active collaboration between all stakeholders. When fully realized, “Local First” can redefine tourism as a true driver of shared prosperity for Jamaica.