Jamaica will place artificial intelligence and digital transformation at the centre of Tourism Awareness Week 2026. The week will run from September 27 to October 3 under the theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism.”

The theme reflects the global focus for World Tourism Day, which takes place on September 27. Jamaica’s Ministry of Tourism said the programme will examine how technology is changing the way visitors discover, plan and experience destinations.

The week will also highlight Jamaica’s efforts to use AI and digital tools in tourism. These efforts include destination management, visitor services, workforce development, resilience and decision-making.

Tourism Minister Edmund Bartlett said the focus comes as technology continues to change global travel. He said Jamaica must help shape the future of tourism while keeping people at the centre of the visitor experience.

Bartlett also linked the use of technology to the ministry’s wider Tourism 3.0 growth agenda. The agenda aims to strengthen tourism’s role in Jamaica’s national economic transformation.

Technology and the Visitor Experience

Director of Tourism Donovan White said the use of AI should support the features that make Jamaica attractive to visitors. He highlighted the importance of hospitality, authenticity, creativity and human connection.

White said technology should enhance the Jamaica experience rather than replace it. He also pointed to the opportunity to use AI to make the visitor experience more meaningful.

The week will officially begin on Sunday, September 27, with a Thanksgiving Church Service at Faith Temple Assemblies of God in Montego Bay. The service will begin at 10:00 a.m.

The programme will then continue with a Speaker Series on September 28-29 and October 1-2. The sessions will take place at selected Tourism Action Club schools.

Youth and AI Take Centre Stage

Young people will have a dedicated platform on Wednesday, September 30, during the Tourism AI Youth Forum.

The Tourism Enhancement Fund, through the Jamaica Centre for Tourism Innovation, will also host the Hospitality & Tourism: AI in Tourism Workshop on Thursday, October 1.

The activities will give participants opportunities to examine the role of artificial intelligence and digital technology in the future of Jamaica’s tourism industry.