Jamaica’s tourism sector is mounting a sophisticated defense against AI-generated misinformation while aggressively pursuing market diversification in response to Hurricane Melissa’s impact. Tourism Minister Edmund Bartlett revealed his ministry is allocating substantial resources to combat digitally fabricated content that has damaged the island’s reputation since the October 2025 hurricane.
Bartlett identified deep fake videos and geolocation-debunked ‘aftermath’ photos as particularly damaging false narratives requiring continuous correction. The ministry’s current $4.5 billion marketing budget includes dedicated allocations of $270 million for airlift support and $163.5 million for cruise shipping assistance. Projections indicate increased spending to $4.8 billion for the 2026/27 fiscal year with an additional $457 million for airline and cruise support.
The misinformation challenge has complicated airline partnerships, necessitating incentives to maintain routes despite booking fluctuations. Bartlett emphasized partnership-based marketing over direct revenue guarantees, noting early successes with high load factors despite reduced rotations. Initial winter season data shows 45,000 stopover visitors and 65,000 cruise passengers, achieving 94% of 2025 arrival targets.
Market diversification represents a strategic pillar, with India and South America identified as priority growth markets. The India initiative focuses on Delhi, Mumbai, and Chennai through partnerships with Emirates (via Dubai), Air India, and existing European/North American carriers. South America, particularly Brazil and Argentina, shows remarkable growth with 77% more visitors in 2025 totaling 31,000 tourists.
Bartlett credited private sector collaboration with major brands like Sandals and Iberostar as crucial to recovery efforts. Hotel reopening timelines indicate Princess properties returning by early February, Sandals by March/April, while seven Hyatt properties sustained significant damage requiring extended repairs.
The recovery process has prompted planned revisions to Jamaica’s Tourism Act to address the growing villa and Airbnb subsector, which now comprises over 15% of accommodation stock. The legislative review will establish clearer regulations and tax structures for short-term rentals.