Minister of Tourism,  Edmund Bartlett, has underscored the critical role of service excellence in sustaining Jamaica’s tourism success, declaring that exceptional service must be identified, showcased and rewarded as the Tourism Service Excellence Awards (TSEA) 2026 officially launched today at the Edward Seaga Suite, Devon House.

The launch brought together tourism stakeholders, members of the media and industry leaders, including Executive Director of the Tourism Product Development Company (TPDCo), Wade Mars, Deputy Executive Director of TPDCo, Lionel Myrie, Executive Director of Devon House Development Limited, Georgeia Robinson and Executive Director of Jamaica Vacations (JAMVAC), Joy Roberts as well as Chief Judge Deanne Keating, TPDCo’s Director of Product Quality and Tourism Training and Executive Director of Jamaica Vacations Limited (JAMVAC), Joy Roberts.

Addressing attendees, Minister Bartlett emphasised that while Jamaica continues to invest in tourism workers through training, certification, housing support and social security arrangements, service excellence remains the defining factor in the visitor experience.

“Because 60% of the value of the experience of the visitor is service, we must have service excellence,” said Bartlett. “The service that we offer in tourism is of the heart. It is from deep within. It is a service that cannot be paid for. It is a service that enables visitors to leave with pleasure, joy and happiness and inspires them to return again and again.”

The Minister noted that Jamaica’s strong repeat visitor rate is a direct reflection of the quality of service delivered by tourism workers across the island.

“When I say to the world that Jamaica enjoys 42% repeat business, they are amazed,” he said. “That level of loyalty is built on memorable experiences and meaningful connections created by our tourism workers. Service extends beyond remuneration and tips. It creates lifelong relationships, cherished memories and even generations of returning visitors.”

Highlighting the significance of the awards programme, Bartlett described the finalists as representatives of the highest standards of tourism service.

“We are saying to the world: these are the gems,” he remarked. “Of all the wonderful service providers that Jamaica produces, these are the gems. We are also creating a culture where everyone aspires to reach that level of excellence. The Tourism Service Excellence Awards identify quality service, showcase quality service and reward quality service.”

Congratulating the finalists, he added: “You represent the best of the best. This exercise tells the market that the best of the best has to rise, and you have done exactly that.”

Executive Director of TPDCo, Wade Mars, welcomed the return of the prestigious awards programme, which is being staged for the first time since 2019 following a hiatus caused by the COVID-19 pandemic. He described its return as a fitting recognition of the individuals whose dedication has helped enhance Jamaica’s tourism product.

“The Tourism Service Excellence Awards were created to recognise the extraordinary people who make our tourism product exceptional every day,” said Mars. “While visitors may come for Jamaica’s breathtaking landscapes, vibrant culture and warm climate, it is the quality of service they experience that leaves a lasting impression and keeps them returning year after year.”

He noted that the relaunch of TSEA comes at a pivotal time as Jamaica’s tourism industry continues to evolve and expand.

“Our industry has grown tremendously, yet one thing remains constant: tourism is, and will always be, a people business,” Mars stated. “The return of TSEA sends a powerful message that excellence still matters, service still matters and, perhaps most importantly, people still matter.”

Twenty-five (25) finalists have been selected across the various award categories and will be honoured at the Tourism Service Excellence Awards Gala on October 31, 2026, at the Montego Bay Convention Centre. The event will celebrate the outstanding individuals and organisations whose commitment to service excellence continues to strengthen Jamaica’s tourism industry and enhance the destination’s global reputation.

The launch of TSEA 2026 also coincides with TPDCo’s 30th anniversary celebrations, marking three decades of destination development, training, quality assurance and community tourism initiatives across Jamaica.

Meanwhile, Corporate Communications and Community Awareness Coordinator, Marline Stephenson-Dalley, unveiled the TSEA 2026 communications campaign, which will roll out over the next two months leading up to the Awards Gala on October 31.

“Throughout the campaign, audiences will consistently hear one central message: ‘Exceptional customer service is at the heart of Jamaica’s tourism success,’” Stephenson-Dalley explained. “Our objective is to celebrate service excellence, showcase the finalists and reinforce the importance of outstanding customer service across the tourism sector.”

The campaign will feature a national awareness drive, educational social media content, finalist profile videos, radio advertisements, media interviews and extensive coverage of the awards gala.

“We invite the public and our media partners to join us on this journey as we count down to October 31 and celebrate Jamaica’s service excellence champions.” Stephenson Dalley added.

The Tourism Service Excellence Awards are the Ministry of Tourism’s premier recognition programme, spearheaded by the Tourism Product Development Company Limited (TPDCo.), for service excellence, and honour individuals and organisations that consistently exceed customer expectations and contribute to enhancing Jamaica’s reputation as a world-class tourism destination.