Bartlett unveils AI training push amid calls for more Jamaican managers

Tourism workers will receive artificial intelligence-assisted training under a new workforce development initiative unveiled by Tourism Minister Edmund Bartlett, as debate continues over the number of foreign nationals occupying managerial positions within the sector.

Bartlett, making his contribution to the Sectoral Debate in Parliament, said the programme forms part of the Government's Tourism 3.0 agenda and will use artificial intelligence to support foreign-language instruction and skills development aimed at preparing workers for advancement in an increasingly technology-driven industry.

The announcement comes days after Opposition Spokesman on Tourism Andrea Purkiss raised concerns about the number of overseas nationals employed in management positions within the tourism sector and called for greater opportunities for Jamaicans to move into leadership roles.

According to Bartlett, Jamaica's tourism workforce must be equipped to compete in a rapidly evolving industry shaped by automation, digital booking systems, reputation platforms, artificial intelligence, and changing visitor expectations.

"This is a deliberate and practical intervention," Bartlett said as he outlined plans to integrate AI into foreign-language training programmes for tourism workers.

He said the initiative would help workers communicate more effectively with visitors from Latin America, Europe, India, the Middle East, and other emerging markets while strengthening Jamaica's competitiveness as a destination.

The minister said the AI-supported programme also forms part of a broader strategy to provide workers with stackable credentials that certify competencies and create pathways for career advancement.

Beyond language training, Bartlett said Tourism 3.0 would place greater emphasis on leadership development, entrepreneurship, digital literacy and professional certification to help workers adapt to the changing demands of the industry.

He argued that technology should be viewed as a tool to improve service delivery and productivity rather than as a replacement for workers.

"The housekeeper must know that technology can improve workflow and safety. The concierge must know that AI can support faster information, but cannot replace warm Jamaican hospitality," Bartlett said.

He added that artificial intelligence could assist entrepreneurs in preparing proposals, translating content, promoting tourism products and managing customer reviews, while helping drivers improve routing, communication and booking systems.

"The objective is not technology for technology's sake. The objective is better service, stronger confidence, higher employability and greater upward mobility for Jamaican workers," Bartlett said.

The minister maintained that the success of Tourism 3.0 would depend as much on human capital development as on new hotel rooms, airlift and infrastructure investments.

"AI must not replace the smile of the Jamaican worker. It must strengthen the systems around that worker, expand opportunity, and make Jamaican hospitality easier to find, easier to book, and harder to forget," Bartlett said. 

Janet.silvera@gleanerjm.com

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