Tourism Minister Edmund Bartlett has unveiled a transformative initiative that is designed to elevate Jamaica’s cultural tourism offering — the Tourism Entertainment Academy (TEA).
Officially launched on March 27 at the Artisan Village in Falmouth, Trelawny, TEA is aimed at reshaping the island’s tourism landscape by harnessing the power of Jamaican entertainment.
The academy, spearheaded by the Tourism Enhancement Fund (TEF) with the support of the Ministry of Culture, Gender, Entertainment and Sport and other key stakeholders, represents a $50 million investment in Jamaica’s cultural tourism future.
“We looked at how we could build out capacity for entertainment and sport in the tourism industry,” Bartlett said during the launch ceremony. “Entertainment is such a powerful element of the experiential tourism that we provide and offer as Destination Jamaica.”
The initiative aligns with the Ministry of Tourism’s Blue Ocean Strategy, which seeks to expand cultural experiences for visitors while creating new opportunities for local talent. The hybrid academy is to combine online learning, in-person mentorship, live showcases, and industry integration to prepare artistes for global success.
“This is not just another training initiative,” Bartlett stated. “It is a strategic intervention designed to accomplish four clear goals: professionalise and certify our entertainment practitioners, deliver high-quality performances, show strong return on investment, and develop a national blueprint for entertainment development within the tourism ecosystem.”
The academy will initially focus on reggae, jazz and comedy, with the pilot programme targeting local talent from Montego Bay, Hanover, and Westmoreland. The inaugural cohort will include six comedians and 19 musicians — an 11-piece reggae band, and an eight-member jazz ensemble.
Olivia Grange, the Minister of Culture, Gender, Entertainment and Sport, also expressed her support for the initiative.
“This academy will give our musicians and comedians the training and tools they need to sharpen their skills, enhance their professionalism, and most importantly, turn their talents into sustainable careers,” she said.
Bartlett indicated that while Montego Bay will serve as the initial testing ground, the programme is designed to be scaled across other tourism hubs, including Negril, Ocho Rios and Kingston.
TEA is expected to bridge the gap between Jamaica’s abundant creative talent and the growing demand for high-quality, culturally resonant entertainment in the tourism sector — solidifying entertainment as not just a feature of the visitor experience, but a central pillar of Brand Jamaica.
Interested participants can submit their applications through the official website at https://tef.gov.jm/tea/.
