JCTI 2024 Magazine by TourismLinkagesNetwork

“hon. edmund bartlett

Minister of TOurism A MESSAGE FROM

Jamaica’s tourism success is built on the foundation of our people’s exceptional service and hospitality. Our workers are the true architects of our industry’s achievements, fostering an impressive 42% visitor repeat rate. At the heart of our human capital development strategy lies the Jamaica Centre for Tourism Innovation (JCTI), a beacon of excellence since 2018.

The JCTI’s impact is far-reaching, having awarded over 15,000 certifications across key sectors such as customer service, restaurant operations, and culinary arts. This success is made possible through our strategic partnerships with esteemed institutions like the Ministry of Education, HEART-NSTA Trust, the American Hotel & Lodging Educational Institute (AHLEI), and the American Culinary Federation (ACF).

What sets the JCTI apart is its forward-thinking approach. By collaborating with the Ministry of Education and Youth on initiatives like the Hospitality and Tourism Management programme, we’re not just addressing current needs but investing in the future. This programme equips high school students with the skills and confidence to excel in entry-level positions and beyond, ensuring a bright future for Jamaica’s tourism industry.

The JCTI is more than a training institution; it’s a vital pillar of our tourism strategy. As we continue to build a workforce that is truly second to none, I am confident that Jamaica will maintain its position as a global leader in tourism, driven by the dedication and expertise of our people.

A MESSAGE FROM

“ Dr. Carey Wallace

Executive

Director, Tourism Enhancement Fund

The future of Jamaica’s tourism hinges on our strategic investment in human capital development. As a small island state where tourism is the lifeblood of our economy, our industry’s resilience and growth depend on the innovation, agility, and creativity of our workforce. The Tourism Enhancement Fund (TEF) recognizes this critical need and has made an unwavering commitment to support the Jamaica Centre for Tourism Innovation (JCTI).

The JCTI’s role in future-proofing our tourism sector cannot be overstated. By providing certification to students, recent graduates, and industry professionals, we’re not just enhancing individual skills but fortifying our entire industry against future challenges. The program’s effectiveness is evident in its impressive results: from April 2023 to March 2024, 3,379 candidates successfully attained certification through JCTI, boasting a remarkable 91% success rate.

Our investment in human capital goes beyond mere skill development. It’s about increasing the earning capacity of our workers and enhancing the overall quality of our tourism product. By elevating the certification and skill levels of our workforce, we’re ensuring that Jamaica’s most iconic attraction – our people – continues to set us apart in the global tourism landscape.

As we navigate an ever-changing world, the ability to mitigate and adapt to disruptions is paramount. Through the JCTI, we’re building this resilience into the very fabric of our tourism industry. With these continued efforts, we’re confident that Jamaica will not only remain competitive but will lead the way in global tourism, driven by the unparalleled strength and capability of its people.

Director, Jamaica Centre for Tourism Innovation

“ Carol Rose Brown ”

At the Jamaica Centre for Tourism Innovation (JCTI), our mission extends far beyond providing training and certification. We are in the business of transforming lives, inspiring growth, and cultivating a culture of excellence within Jamaica’s tourism industry. Our work is about creating tangible opportunities that empower individuals and strengthen the foundation of our nation’s economy.

What truly sets JCTI apart is our comprehensive approach to workforce development. We cater to both new entrants and seasoned professionals, offering a diverse range of world-class training programs that meet the highest international standards. This is made possible through our strategic partnerships with renowned local and international institutions, ensuring that our certifications are globally recognized and respected.

I’m particularly proud of our Hospitality and Tourism Management programme for high school students. This initiative is not just about skills training; it’s about instilling a sense of pride and ownership in the next generation of tourism professionals. By engaging young people early, we’re cultivating future leaders who will drive innovation and excellence in our industry.

The success of JCTI is a testament to the collective effort of all our stakeholders – from our dedicated staff and industry partners to our ambitious participants. Together, we’re building a workforce that is not only highly skilled but also resilient, innovative, and ready to tackle the challenges of tomorrow.

As we look to the future, I’m filled with optimism. The foundation we’re laying today through JCTI will ensure that Jamaica remains at the forefront of global tourism. We’re not just training workers; we’re shaping the future of our industry, one certification at a time. It’s an honor to lead this transformative initiative and to witness firsthand the positive impact we’re making on individuals, communities, and the entire landscape of Jamaican tourism.

A MESSAGE FROM

“ Hon. Godfrey Dyer

CHAIRMAN, Tourism Enhancement Fund

As Chairman of the Tourism Enhancement Fund (TEF), I am proud to highlight the transformative impact of the Jamaica Centre for Tourism Innovation (JCTI) on our nation’s tourism landscape. The JCTI represents a pivotal investment in Jamaica’s future, aligning perfectly with TEF’s mandate to foster sustainable tourism development through strategic funding initiatives.

The JCTI’s work exemplifies our commitment to enhancing Jamaica’s tourism product from the ground up. By focusing on human capital development, we’re not just improving individual skills; we’re elevating the entire tourism ecosystem. This approach ensures that every visitor interaction is infused with the highest standards of professionalism and authentic Jamaican hospitality.

What sets the JCTI apart is its holistic approach to workforce development. From entry-level certifications to advanced management training, the JCTI is creating a clear career pathway within the tourism sector. This not only enhances job satisfaction and retention but also attracts new talent to our industry, addressing the critical need for a skilled and motivated workforce.

Furthermore, the JCTI’s collaborations with international bodies bring world-class training standards to Jamaica, enhancing our global competitiveness. This international recognition of our workforce’s skills and qualifications opens doors for our tourism professionals both at home and abroad, creating a ripple effect of opportunity and excellence.

As we look to the future, the TEF remains committed to supporting the JCTI’s growth and evolution. We envision the JCTI becoming a regional center of excellence, attracting students and professionals from across the Caribbean and beyond. This not only positions Jamaica as a leader in tourism education but also creates new opportunities for educational tourism.

The JCTI is more than a training institution; it’s a catalyst for transforming Jamaica’s tourism industry. Through its work, we’re not just building careers; we’re shaping the future of Jamaican tourism, ensuring it remains a vibrant, sustainable, and world-class destination for generations to come.

The Jamaica Centre for Tourism Innovation (JCTI) is dedicated to human capital development and operates under the Tourism Enhancement Fund, a public body of the Ministry of Tourism. Using a modern, learner-centred, innovative, and industry-driven approach, the JCTI aims to enhance Jamaica’s competitiveness as a global destination while directly benefiting its people.

“JCTI

is the catalyst transforming Jamaica’s tourism workforce into a global benchmark for excellence.”

– Hon.

Edmund Bartlett, CD, MP, Minister of Tourism.

The JCTI leverages partnerships with businesses, government, educational institutions, and NGOs to discover, test, and scale breakthrough innovations and human capital solutions essential for competitiveness in local, national, and international tourism.

Since its pilot launch in March 2018, JCTI has implemented an operational plan with the following objectives:

Identify Gaps in Certification among Jamaica’s Tourism Practitioners. Identify & Certify Tutors to facilitate training. Alignment of International Certifications with Local Standards

Partners in Excellence

We’ve joined forces with the best in the business:

Certification Programmes

JCTI offers certification for final-year students in hospitality, tourism, and culinary arts, workers in the tourism sector, and college faculty. Key certifications include:

Certified Hospitality Manager (CHM):

• Management-level skills training for hospitality employees.

• Media-rich, interactive content with guided learning.

• Developed with industry stakeholders to ensure relevance.

Certification in Hotel Industry Analytics (CHIA):

• Validates advanced knowledge in hotel industry analytics.

• Offered through STR’s Share Centre and AHLEI accounts.

• Suggested for final-year hospitality and tourism students.

Certified Hospitality Supervisor (CHS):

• Supervisory Skills Builders (SSB) series with nine modules.

• Focuses on communication, training, staffing, and leadership.

• Includes a 90-day internship for college students.

Certified Hospitality Trainer (CHT):

• Comprehensive training management skills.

• Covers tools, techniques, and evaluation of training programs.

• Approximately 40 hours of self-paced review material.

Certified Guest Service Professional (CGSP):

• AHLEI’s hospitality training program for superior guest service.

• Features real-world scenarios and interactive exercises.

Certified Food & Beverage Executive (CFBE):

• Recognizes ability to operate a food and beverage department.

• Covers managing operations, marketing, finance, and HR.

Certified Restaurant Server (CRS):

• Training for restaurant servers through Skills, Tasks, and Results Training® (START).

• Classroom setting with instructions on 16 key tasks.

Hospitality & Tourism Management (HTM):

• Supported by the Ministry of Education & Youth.

• Prepares high school students for careers in hospitality.

• Graduates receive AHLEI and NCTVET certifications.

• Prepares participants for the Certified Guest Service Professional (CGSP) exam.

Certified Hospitality Department Trainer (CHDT):

• Effective training for job skills, safety procedures, and policies.

• Four hours of self-study material for exam preparation.

Certified Hospitality Housekeeping Executive (CHHE):

• Proves expertise in housekeeping operations and management.

• Online study guide with 40 hours of review material.

ServSafe Food Handler and ServSafe Manager:

• Developed by the National Restaurant Association.

• Prepares individuals to handle food sanitation risks.

• Bartender and Mixologist:

• Comprehensive training in customer service, safety, and mixing methods.

• Includes practical and written examinations.

Certified Culinarian and Certified Pastry Culinarian:

• Supervised food service training for American Culinary Federation exams.

• Requires an Associate Degree, Level 2 Certification, or work experience.

Certified Sous Chef:

• Training in cooking, baking, nutrition, finance, and team management.

• Requires an Associate Degree, Level 2 Certification, or work experience.

Certified Working Pastry Chef:

• Supervised training for American Culinary Federation exams.

• Approximately 300 hours of practical and theoretical contact time.

Certified Executive Chef / Certified Executive Pastry Chef:

• Advanced training in cooking, finance, leadership, and menu design.

• Requires a minimum of five years of relevant work experience.

Beyond Certification: JCTI’s Special Initiatives

In addition to certification, we offer special human capital development programs, such as the:

• Summer Internship Programme (SIP)

• Job Readiness, and a

• Database of Certified Persons.

The JCTI plays a pivotal role in developing Jamaica’s human capital and supporting innovation within the tourism sector. One of our key responsibilities is executing the Tourism Enhancement Fund’s (TEF) yearly Summer Internship Programme. This initiative not only aims to increase the number of certified workers in the industry but also collaborates with various ministries and agencies to attract young people to the tourism sector.

The SIP is designed to spark interest in tourism among students by providing them with practical experience. Our goal is to ensure that school communities— administrators, guidance counsellors, teachers, and students—understand the importance of tourism and the career opportunities it offers.

Since its inception in 2007, the SIP has celebrated its

sixteenth year in 2024, assisting young people with internship opportunities. In 2023, the SIP platform received over 14,000 applications from eager young Jamaicans. Additionally, 134 employers expressed their willingness to host interns during the summer. Ultimately, approximately 1,100 interns successfully completed their internships over two four-week periods, working from June 19 to July 14 and from July 31 to August 25.

Interns also have the opportunity to earn the AHLEI Certified Guest Service Professional Certification and the HEART NSTA Trust Hospitality Guest Service Practitioner Certification.

JOB READINESS PROGRAMME

TheTEF has tasked the HEART NSTA Trust with developing a Job Readiness Programme specifically for new entrants to the tourism sector. Successful candidates receive an NCTVET Certificate, preparing them with essential employability skills. The programme covers seven fundamental units:

• Develop and update hospitality industry knowledge

• Provide effective hospitality service to customers

• Work with colleagues and customers

• Develop and maintain professionalism

• Operate in a culturally diverse work environment

• Comply with health, safety, and security procedures

• Deliver quality customer service

The programme spans 18 hours: 16 hours of sessions and

2 hours of assessments, conducted over two and a half days. It is offered face-to-face at various HEART NSTA Trust institutions across Jamaica, including Port Maria, Beachamville, HCHS, Falmouth, Culloden, Kenilworth, Petersfield, Granville, and Seaford Town.

Candidates are also invited to participate in internationally benchmarked certification courses, such as the Customer Service Gold Professional (CSGP) and ServSafe, offered by the American Hotel & Lodging Educational Institute (AHLEI). These courses not only provide international certificates but also, with extra effort, a second certificate from NCTVET.

Uponcompletion, TEF/JCTI hosts job fairs at each training site, allowing local hoteliers to meet and identify potential job or internship candidates. This initiative ensures that candidates have immediate opportunities, preventing the common issue of returning home without job prospects.

THE DATABASE OF CERTIFIED PERSONS

Connecting the DOts in TOurism Employment

Our digital database bridges the gap between tourism employers and certified candidates with specialized skills. Managed by JCTI, this hub allows certified individuals to upload their resumes and credentials while employers can post available jobs, facilitating seamless connections between talent and opportunities in the tourism industry.

AHLEI (American Hotel & Lodging Educational Institute)

• Certified Guest Service Professional

• Certified Hospitality Supervisor (CHS)

• Certification in Hotel Industry Analytics (CHIA)

• Certified Hospitality Instructor (CHI)

• Certified Food & Beverage Executive

• Certified Hospitality Housekeeping Executive

• Certified Restaurant Manager

• Certified Restaurant Supervisor

• ServSafe Food Handler

• ServSafe Manager

JCTI/HEART NSTA Trust/JWN Academy Bartender

Certification:

• Certificate in Bartending

• Certificate in Mixology

Bachelor’s Degree in Hospitality Management

Our Achievements during the 2023/24 Financial Year

Between April 2023 & March 2024

3379 Candidates Certified

91% Success Rate Out of

3702 Total Candidates

Culinary Excellence: A Taste of Success

Certifying chefs is a pivotal role of the JCTI. Partnering with the American Culinary Federation (ACF), we delivered certifications that included two Certified Culinary Educators, Certified Working Pastry Chefs, Certified Culinarians, and Certified Pastry Culinarians this year.

Chef certification is conducted at three institutions in Jamaica: the HEART College of Hospitality Services (HCHS), the Montego Bay Community College (MBCC), and the University of Technology (UTech). Over time, JCTI has developed an effective process to identify potential candidates, monitor their progress, and ensure success in both written and practical examinations. We provide certified tutors and the necessary resources to help candidates excel.

2023/24, 30 out of 52 candidates successfully achieved certification from the ACF. Additionally, JCTI worked closely with the American Culinary Federation Educational Foundation (ACFEF) to help local institutions develop the expertise to deliver basic culinary certifications—Certified Culinarian and Certified Pastry Culinarian. HCHS, MBCC, and UTech were nominated and underwent the ACFEF accreditation process.

Update on Hospitality & Tourism Management (HTM)

HTM was recently reviewed and revised to respond to changes in the sector, by an international team which included Dr. Shelly-Ann Whitely-Clarke, the Analyst, Recruitment and Liaison Services in the JCTI. It is in its third cohort since 2022, and is now being implemented across 14 schools with 309 students and 28 certified teachers, showing improved retention rates.

The programme also now benefits from the services of a dedicated officer at JCTI who provides support for the teachers and students engaging in the programme.

This year celebrates an 83% retention of the students who signed up for their cohort continuing after the first term.

One Year Pilot

Beginning in September 2024, the JCTI will add 65 students from two high schools and 1 from HEART College to participate in a one-year pilot of the HTM Programme. The goal here is to offer interested candidates the opportunity to qualify in less time, reducing the cost to students struggling to stay in school. These students will benefit from dual certification from AHLEI and NCTVET upon completion of training.

The team has identified and certified teachers to deliver the shorter programme and has ensured that additional resources are in place for these new students.

There are currently 308 students enrolled and 28 teachers. Further, 150 students will be in internship programmes this summer.

Tutors

Delivering our human capital development strategy relies heavily on having tutors with the requisite knowledge, skills, and experience. The JCTI collaborates closely with local and international partners to identify, train, and certify individuals interested in supporting students and industry workers in hospitality, tourism, and culinary arts. Key initiatives include:

• Ministry of Education & Youth: Trained 14 teachers to deliver the HTM (Hospitality and Tourism Management) programme.

• HEART NSTA Trust: Trained 26 tutors to deliver the Guest Service Gold Tourism certification.

• Internal Development: Dr. Shelly-Ann WhitelyClarke, a member of our team, received certification as a Master Trainer, preparing her to train senior tutors, including Certified Hospitality Educators.

These achievements underscore our commitment to enhancing the skills and qualifications of professionals in the tourism sector, ensuring a robust and dynamic workforce for the future.

HOSPITALITY AND TOURISM MANAGEMENT

The Hospitality & Tourism Management (HTM) programme supports tourism training, facilitated by the Ministry of Education & Youth. Tourism training is highly prioritised as the industry offers significant job opportunities across Jamaica with a history of career paths rooted in success and longevity.

New Horizons: JCTI’s Latest Innovations

As the tourism sector emerged from the challenges of the Coronavirus pandemic, the JCTI focused on improving the certification of workers and expanding certification in areas with significant shortages. Data on work permit applications highlighted a high demand for chefs and Food & Beverage managers. In response, the JCTI undertook several initiatives over the past year, including:

• Expedited Sous Chef Development Programme

• Lifeguard Certification Programme

EXPEDITED SOUS CHEF CERTIFICATION PROGRAMME

Recognizing the high demand for qualified chefs, the JCTI is set to launch an expedited programme to develop Sous Chefs. This initiative aims to fasttrack the training and certification process, ensuring that the culinary workforce is equipped to meet the industry’s needs efficiently.

During 2023-24, JCTI collaborated with local hotel partners and the American Culinary Federation (ACF) to structure an expedited Sous Chef Certification Programme scheduled to roll out in 2024-25. Six esteemed local chefs will be invited to participate in this programme as tutors, bringing their expertise and mentorship to the table.

Twenty-five candidates will be selected and assigned to these tutors over a six-month period, where they will learn specific skills and techniques critical to the role of a Sous Chef. This hands-on training approach ensures that the leading executive chefs in the country are invested in the candidates’ success, providing direct mentorship and valuable industry insights.

After completing the initial phase, candidates will have the opportunity to be assigned to chefs overseas. This international experience will expose them to different culinary practices and kitchen operations, further enhancing their skills and preparing them for final certification.

This programme not only addresses the immediate need for qualified chefs in Jamaica but also elevates the standard of culinary excellence by fostering a new generation of highly skilled professionals.

LIFEGUARD CERTIFICATION PROGRAMME

To enhance safety and professionalism in the tourism sector, the JCTI introduced a Lifeguard Certification Programme. This initiative ensures that individuals responsible for safety in resort areas are properly trained and certified, promoting a safer environment for visitors.

The first cohort included 20 candidates, consisting of 18 males and two females, who aim to be certified by the end of April 2024. The program is a collaborative effort involving several key partners:

• Rodes Hall High School: Recruited students to participate in the program, teaching them swimming skills and preparing them for lifeguard certification.

• JHTA Members: Provided accommodation and training facilities for students learning to swim and train as lifeguards.

• Negril Wave Runners Swim Club: Offered instruction for both beginner and advanced swimming candidates.

• Royal Lifeguard Society: Conducted the lifeguard certification process.

• NEPA: Facilitated the licensing process, ensuring candidates are prepared for employment. Additionally, candidates received training in water safety, CPR, first aid, rescue techniques, and ethics.

In the 2024/2025 period, the programme will be expanded to include St. James and St. Ann, broadening its reach and impact on safety standards in Jamaica’s tourism sector.

These new initiatives reflect the JCTI’s commitment to addressing workforce shortages and improving the overall quality of service in Jamaica’s tourism sector. By focusing on job readiness, expedited training, and safety certification, the JCTI is helping to build a more resilient and skilled workforce for the future.

Celebrating Excellence: JCTI Events

JCTI Awards and Recognition Ceremony

The JCTI Recognition and Awards Ceremony celebrated the outstanding achievements of the JCTI’s partners, dedicated tutors, participating hotels, and graduates who obtained certification from October 2022 to November 2023. Over 3,500 individuals received certification during this period, and an additional 4,500 registered for certification programs, resulting in an impressive 89% pass rate.

The JCTI, operating under the Tourism Enhancement Fund, focuses on human capital development through a learner-centred and industry-led approach. This strategy aims to enhance Jamaica’s competitiveness as a premier international destination. By prioritizing training and human capital development, Jamaica is positioning itself for a flourishing tourism industry, offering exceptional experiences to visitors while delivering substantial benefits to the country’s economy and its people.

The JCTI Career Expo is a key event for students, educators, and industry professionals, fostering connections and inspiring the next generation of tourism leaders in Jamaica. This expo showcases both traditional and non-traditional careers in tourism, aiming to attract more young people to choose tourism as their career path. With more than 15,000 individuals certified through the JCTI, the event sets the stage for the next wave of tourism professionals to receive globally benchmarked certifications.

By highlighting diverse career opportunities and providing networking platforms, the JCTI Career Expo plays a crucial role in building a skilled workforce ready to meet the evolving demands of the tourism industry. This initiative not only supports the growth of the sector but also ensures that Jamaica continues to offer world-class hospitality and services to visitors from around the globe.

Hundreds of high school and college students were in attendance from:

• Queens High School

• College of Agriculture, Science and Education

• Muschett High School

• Frome Tech. High School

• Seaforth High School

• Greenpond High School

• Mona High School

• STETHS

• Iona High School

• Anchovy High School

• Ferncourt High School

• Marcus Garvey High School

• Oracabessa High School

• Brown’s Twn High School

• Alphansus Davis High School

• St. Mary High School

The 2nd staging of the JCTI Tourism Career EXPO was a great success. The students were engaged, learned about unfamiliar tourism jobs and had great fun.

https://tef.gov.jm/jamaica-centre-of-tourism-innovation @tefjamaica