Building digital resilience is key to balancing innovative transformations in the tourism industry

BY PAUL JUNOR

The topic of digital resilience in the tourism sector was front and center at the Global Tourism Resilience Conference. The challenges, issues and possibilities were explored in an interactive engagement, which featured expert panelists. They focused on insights into how the rapidly changing technological landscape has impacted the evolving dynamics of the tourist sector. The purpose of this critical element within the tourism ecosystem according to the program was to “Thoroughly examine present patterns, providing helpful perspectives on effectively maneuvering and adjusting to forthcoming digital transformations.”

The session was moderated by Mr. Ative Ennis (Senior Research Fellow of the GTRCM). He skillfully conducted the varied speakers in an empowering manner. The first speaker was Minister the Hon. Dr. Dana Morris-Dixon, Minister (Portfolio in the Office of the Prime Minister Responsibility: Skills and Digital Transformation), shared personal stories of being in Slovenia and studying sustainable ecosystems with respect to exploration of caves. She listed three key elements that are important such as:

• Leadership
• Ability to predict what will happen
• Execution

She highlighted the importance of climate change and cyber-security issues on the tourism industry.

Ms. Natalia Bayona (Executive Director, United Nations World Tourism Organization) spoke about the importance of technology. She states, “It is the key to Resilience Investment since 2023.” She spoke about the Public Investment Fund and noted some of the challenges with respect to digital training for the Caribbean.

Dr. Cary Wallace (Executive Director of the Tourism Enhancement Fund) shared valuable information about the relationship of the tourism sector and agricultural industry.

Mr. Devon Bryan (Chief Information Officer, Carnival Corporation) talked about the importance of using AI technology as a tool to enhance the digital resilience of the tourist sector. He posed some questions:

• How can we ensure culture?
• What role does double partner participation play in driving the digital transformations?

Mr. Dushyant Savadia (Founder and CEO of Amber Group in Jamaica) spoke about the positive benefits of customer experience and the possibilities of technology. He lists these nine factors:

• Automation is important as it facilitates ease of communication and reflects us
• There is a lot required for full digitalization
• Building our own digital-based VR technology
• There is a need for mobile applications
• There are challenges with respect to online regulation management issues
• Smart destination
• Contract experiences
• Virtual events
• Training and capacity building

Dr. Luz Longsworth (Senior Corporate, Sandals Corporate University) noted that they have established a learning management system, which employees in eight countries could access. Sandals has developed an extensive staff training program that resulted in 10,500 team members being trained virtually with resulting certification in 3,200 learning items.

Mr. Cordel Green (Executive Director, Broadcasting Commission of Jamaica) spoke about the importance of sustainability as long-term thinking that is made within a context of understanding the economic conditions. Personalized experiences, which combine artificial intelligence and augmented reality are powerful, but not an end in itself. He emphasizes “It is about people, the environment and experiences.” He believes in a human-centric approach that centers human and not technology. He mentions these three principles that are essential.

• AI should be governed by and for the benefit of all
• AI must be governed by the public and anchored in the UN charter
• Ethics should undergrad any initiative that is designed to achieve the UN sustainability goals