JCTI certifies first NVQJ Level 2 entertainers, elevating industry standards 

FALMOUTH, JAMAICA – The Jamaica Centre for Tourism Innovation (JCTI), a division of the Tourism Enhancement Fund (TEF), has taken another significant step in enhancing local entertainment talent by certifying eleven young entertainers in singing, dancing, and acting through its partnership with HEART/NSTA Trust and City & Guilds. This achievement marks a major milestone in JCTI’s mission to develop human capital in hospitality and tourism.

Jamaica’s Minister of Tourism, Hon. Edmund Bartlett, expressed strong support for the initiative, stating, “The key to maintaining Jamaica’s competitive advantage in tourism lies in our people. By investing in their training and certification, we are ensuring that our local talent can build stackable credentials that enhance their global marketability. Providing international accreditation equips them with the tools needed to thrive both locally and internationally. This initiative is part of our broader strategy to professionalise the tourism industry, offering a long-term solution for those seeking sustainable careers in the sector.” 

As part of this effort, eleven energetic entertainers successfully earned the Assured Certificate in Cultural and Artistic Expression, an NVQJ Level 2 HEART certification. The programme equips participants with the skills and knowledge needed to thrive in the entertainment and cultural industry. Graduates received training in singing, dancing, and acting, refining their talents through live performances while also developing teamwork, communication, and guest engagement skills to enhance visitor experiences.

This pilot programme was specifically designed for the inaugural cohort of entertainers at the Artisan Village at Falmouth, made possible through JCTI’s collaboration with HEART/NSTA Trust and City & Guilds. The first-ever group was awarded their certification on November 22, 2024, but received their certificates at the recent launch of the Tourism Entertainment Academy in Falmouth. The eleven join the over 15,000 individuals who have been certified through JCTI’s various programmes.

Dr. Carey Wallace, Executive Director of the Tourism Enhancement Fund, commended the certified entertainers, recognising the impact of their achievements on the tourism and entertainment sectors. “This initiative is more than just a certification – it is a game changer for entertainment in Jamaica. The calibre of talent showcased by this group sets a new benchmark for performance excellence in our tourism industry. I hope they remain committed to mastering their craft, as their dedication will inspire a higher standard of entertainment that reflects the richness of our culture and enhances Jamaica’s reputation as a premier destination.” 

CarolRose Brown, Director of the Jamaica Centre for Tourism Innovation (JCTI) and the Artisan Village at Falmouth, highlighted the rigorous process candidates underwent to earn their certification. She explained that City & Guilds-trained assessors conducted both written and practical examinations at the Artisan Village, where candidates demonstrated their proficiency in singing, dancing, and acting.

She also shared plans for upcoming certification for the current cast of the Artisan Village, reinforcing JCTI’s commitment to developing local talent. Brown also emphasised that City & Guilds certification is only awarded to candidates who meet the required standards in all assessment areas, underscoring the programme’s high level of quality and credibility.

This initiative signals a new era for Jamaica’s entertainment industry, as JCTI continues to provide training and certification opportunities that empower local performers and elevate the country’s creative sector.