This project, developed by professors W. Chan Kim and Renée Mauborgne, suggests that companies can achieve success by identifying and capturing untapped market spaces, called blue oceans.

In blue oceans, competition is low or non-existent, which will allow companies to create and capture new demand by focusing on innovation, rather than competing in saturated market spaces.

According to Bartlett, the implementation of the strategy will stimulate economic growth by attracting new investment, increasing visitor spending and creating employment opportunities in various sectors, which will facilitate long-term profitability.

The ministry aims to identify untapped markets, such as adventure, wellness and ecotourism, to attract a wide range of travelers with varied interests.

Jamaica will attract tourists seeking novel experiences and position itself as a premier destination for sustainable tourism by creating unique and customized offerings, promoting cultural heritage and community involvement, Bartlett noted.

The initiative will support the government’s goal of breaking away from traditional tourism approaches and plans to foster collaboration between the public and private sectors, local communities and international stakeholders.

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