Jamaica: ‘Blue Ocean Strategy’ will guide tourism recovery, says tourism minister Bartlett

Jamaica: ‘Blue Ocean Strategy’ will guide tourism recovery, says tourism minister Bartlett

KINGSTON, Jamaica, (JIS) – Minister of tourism, Edmund Bartlett says Jamaica's tourism recovery will be guided by a"Blue Ocean Strategy" where market boundaries can be reconstructed by the actions and beliefs of industry players. The minister, who was speaking at the recently concluded Global Citizen Forum staged in Ras Al Khaimah, United Arab Emirates on December 13, described the strategy as the simultaneous pursuit of differentiation and low cost to open a new market space and create new demand. He said it will also allow for creating and capturing uncontested market space, making the competition irrelevant. "It is based on the view that market boundaries and industry structure are not a given and can be reconstructed by the actions and beliefs of industry players. We understand the road to recovery will be very daunting, and we are also cognizant that tourism is a resilient sector that has bounced back from adversities. We are now in full recovery mode, which the Blue Ocean Strategy will guide," the minister said. "A Blue Ocean Strategy will see our ministry pursuing enhanced value-creation, through product differentiation and diversification, which will allow destination Jamaica to be more sustainable, appeal to new markets and stimulate new