Against the backdrop of post-hurricane recovery and the ongoing race to maintain global tourism competitiveness, newly installed Tourism Enhancement Fund (TEF) chairman Ryan Parkes has issued a bold call to Jamaican educators: reposition holistic tourism education as an independent, standalone industry to drive long-term national growth.
Parkes laid out his vision during a Teachers’ Day luncheon held Wednesday at the Montego Bay Convention Centre. The event was hosted by Edmund Bartlett, Member of Parliament for St James East Central, and coincided with the 30th anniversary of the constituency’s East Central St James Scholarship and Welfare Fund.
In his address, Parkes emphasized that Jamaica’s tourism sector stands at a critical turning point in the months after Hurricane Melissa hit the island last October. He argued that rebuilding the nation’s tourism offering extends far beyond repairing damaged physical infrastructure; it demands a fundamental reimagining of Jamaica’s most valuable tourism asset: its human capital.
“I want to challenge you, the teaching fraternity, to let us make education in tourism — and in a holistic way — a new industry by itself. The opportunities are endless,” Parkes urged the gathered educators.
As Parkes explained to the Jamaica Observer in a follow-up interview expanding on his proposal, tourism is already Jamaica’s single largest contributor to national GDP, accounting for roughly 30% of the country’s total economic output when both direct and indirect impacts are counted. Given this outsize economic footprint, he said, the sector deserves a strategic, integrated approach that ties it directly to education, workforce development, and broad national economic strategy.
“If the majority of your contribution is already coming from tourism there is the opportunity for us to harness that industry and to ensure that it is well-equipped to compete in the new dimension within which we operate,” he noted.
Parkes stressed that educators serve as the foundational agents of skills development and training, putting them in a unique position to reshape the workforce competencies needed for a modern, competitive tourism sector. Drawing a comparison to the Dominican Republic, which has built a dominant global niche around affordable all-inclusive resorts, Parkes argued that Jamaica’s unique competitive advantage lies not in infrastructure or pricing alone, but in the warmth and hospitality of its people.
Cultivating that signature customer-centric hospitality requires intentional, early training, he said, and that process starts with educators at the center of the tourism skills ecosystem.
“Because you are moulding young minds and you are preparing those minds for the world of work, there is no better constituent group than yourselves to be able to have that dialogue with and for us to work together in shaping the future of tourism,” Parkes added.
He further emphasized that the quality of Jamaica’s workforce training will directly determine the country’s ability to outperform peer destinations in an increasingly crowded global tourism market, making educator collaboration on tourism education a make-or-break priority for the nation’s economic future.