Jamaica Tourism Minister Edmund Bartlett is calling on private sector interests to take greater advantage of the growing rum tourism niche market to generate higher growth rates in both visitor arrivals and earnings for the island in the post-COVID-19 era.
Bartlett said: “Rum tourism is on the rise as a growing number of travellers make distilleries and rum festivals central to their holiday itineraries, and Jamaica has an excellent rum product – premium brands and historic distilleries. Taking greater advantage of this trend will allow us to generate higher growth rates in both visitor arrivals and earnings.
Bartlett also believes that rum tourism offering can be marketed as a multi-destination experience that would allow travellers to enjoy “Havana Club in Cuba, Mount Gay Eclipse Gold in Barbados, and our world-famous Appleton right here in Jamaica. The Caribbean is widely recognised as the birthplace of rum; let us use this to our advantage.”
The Minister was speaking at the virtual launch of the third staging of the Jamaica Rum Festival, which is on March 27.