Minister of Tourism Edmund Bartlett, recently announced that a new era of luxury tourism is on the horizon for Jamaica during a contract signing press conference hosted by LCH Developments, developers of The Pinnacle.
This event took place on April 10, at The Pinnacle’s headquarters in Montego Bay and marks a significant partnership with Ennismore and Accor. This collaboration promises to elevate the island’s tourism offerings with the introduction of two prestigious luxury brands, setting a high benchmark for hospitality in the region.
Minister Bartlett emphasised the importance of this partnership in positioning Jamaica at the forefront of global luxury tourism.
“We are at a pivotal moment in our tourism industry, as this collaboration with Ennismore and Accor ushers in a new wave of luxury development for Jamaica,” he said. “This is not just about adding rooms; it’s about shaping the future of tourism with high-end experiences that attract global investments and cater to the growing demand for exclusivity and sophistication.”
The Pinnacle, a US$450-million development which includes four uniquely designed buildings, is located in Montego Bay’s scenic Reading Peninsula. It comprises 417 luxury residences, 12 private villas, and a 240-key branded hotel. Construction of the first two towers is already underway, and the development incorporates environmentally responsible features such as solar energy and rainwater harvesting, aligning with local and international sustainability targets.
Minister Bartlett pointed out that Jamaica is at an inflection point in tourism, with 2024 seeing just over three million stopover visitors, effectively equalling the island’s population, and creating a critical mass.
“This 1:1 ratio between visitors and the population is crucial because it enables the flow-through effect of the tourism dollar across the economy, ensuring that the benefits are felt in sectors like agriculture, transport, and housing,” he explained.
The tourism minister also mentioned ongoing projects such as Tavistock’s Harmony Cove and the upcoming Moon Palace Grand in Rose Hall.
“This is a significant step in redefining Jamaica’s tourism offering, and we are excited to see luxury brands choosing our island as their destination,” Minister Bartlett noted.
As a key component of Jamaica’s tourism diversification, luxury offerings are expected to boost the country’s competitive edge, particularly in gastronomy and cultural tourism. In keeping with this, the tourism minister announced the upcoming launch of the Gastronomy Institute, aligned with the recently established Tourism Entertainment Academy, to further elevate Jamaica’s niche tourism sectors.
“The eyes of the world are now looking at Jamaica through a luxury lens,” Minister Bartlett concluded. “This is just the beginning of a wave of investments that will transform our tourism landscape,” he added.
