The Future of Tourism Protection Starts Here: New Book Empowers Destinations in a Digital World

KINGSTON, Jamaica — February 16, 2026 — Jamaica is once again taking center stage in shaping the future of global tourism as Minister of Tourism Edmund Bartlett announces the launch of Destination Reputational Resilience, a groundbreaking new publication that offers an unprecedented roadmap for protecting and strengthening destination credibility in an era of rapid digital transformation.

Co-authored with global governance and innovation expert Lloyd Waller, the book introduces a visionary, action-oriented framework designed to help tourism destinations anticipate, withstand and recover from the fast-growing threats of digital disruption — from cyberattacks and data breaches to misinformation, fake news, and AI-driven reputational risks.

“Today, a destination’s reputation can rise or fall in seconds,” said Minister Bartlett. “Destination Reputational Resilience is the strategic blueprint that ministers, policymakers and tourism leaders across the world urgently need. Resilience is no longer optional — it is the modern tourism industry’s defining competitive edge.”

As the digitalization of global travel accelerates through online booking platforms, smart technologies, generative AI and interconnected data ecosystems, the Minister emphasized that tourism resilience must now extend far beyond physical vulnerabilities to fully encompass cyber and reputational risk preparedness.

The new publication equips destinations to:

• Build strong defensive systems before digital threats emerge
• Respond to real-time crises with precision and transparency
• Protect destination integrity under pressure
• Rebuild trust through evidence-based communications
• Integrate AI responsibly within crisis response and reputation management strategies

For tourism-dependent nations such as Jamaica, Minister Bartlett noted that reputation is among the country’s most valuable national assets. “Tourism is built on trust. Visitors choose destinations not just for beauty, but for confidence in safety, authenticity and reliability. Safeguarding that trust now requires absolute digital vigilance.”

Professor Waller, who also serves as Executive Director of the Global Tourism Resilience and Crisis Management Centre, added: “This publication is essential reading for ministers of tourism, DMOs, private-sector executives and researchers committed to strengthening governance in a fast-changing digital world.”

The launch comes as Minister Bartlett leads high-level global discussions at the 4th Global Tourism Resilience Day Conference and Expo in Nairobi, taking place from February 16–18, where international leaders are gathering to advance digital and destination resilience strategies.

The book also reinforces Jamaica’s bold leadership in shaping global tourism resilience, innovation and sustainable destination management. The Minister urged regional and international partners to incorporate the framework into national tourism policies.

“As global travel evolves, the destinations that excel will be those that predict change, act with integrity and innovate responsibly,” he said. “This book empowers leaders to build that future.”

For more information about Jamaica and the GTRCMC, visit: www.visitjamaica.com and www.gtrcmc.org

ABOUT THE JAMAICA TOURIST BOARD

The Jamaica Tourist Board (JTB), established in 1955 and headquartered in Kingston, is the nation’s official tourism agency, with offices in Montego Bay, Miami, Toronto and London, and representation across Europe and Asia.

Jamaica continues to receive prestigious global industry recognition. In 2025, TripAdvisor ranked the island among the world’s top destinations for honeymoons, culinary experiences and cultural travel. In 2024, Jamaica secured multiple honors from the World Travel Awards, including World's Leading Cruise Destination and World's Leading Family Destination. The JTB was also named Caribbean's Leading Tourist Board for the 17th consecutive year.

The island further earned six Travvy Awards and a prestigious TravelAge West WAVE Award for Best Travel Advisor Support — a record-setting 12th win.

Category:

Tourism 

Oganisation:

Clevenard

Writer:

Tolu Osindero

Phone:

+34631279811