If you attend industry events throughout the year, you’ve most likely seen this travel advisor advocate around. He cares deeply about advisors, and he cares deeply about the people of Jamaica, which makes his current role quite fitting. Philip Rose is constantly reminded of the big responsibility he carries as deputy director of tourism at the Jamaica Tourist Board (JTB).
“Tourism is our economic lifeline. It's our largest foreign exchange earner. It is our largest employer. I grew up in this industry, so I know what positive impact tourism has and can have even more in the future,” he said. “And so the tremendous responsibility that has been placed on me is not lost on me. Any opportunity that I have to serve the people of Jamaica is one I welcome wholeheartedly.”
Serving the People of Jamaica
When it comes to tourism in Jamaica, Rose said it has always been a mission to help everyone on the island understand how they are involved.
“I'm very proud of the role that I have played in getting my team, my colleagues and the JTB at large and even persons beyond the guardrails of the JTB to understand that everybody is involved with tourism in one shape or form. And more importantly, everyone is to benefit from tourism,” he said.
Rose added that success in tourism in any country isn’t complete until everyone benefits — from resort staff and excursion operators to the people selling fruit in local markets or soup on the roadside. Until those individuals recognize their part and share in the benefits, the industry can’t truly call itself successful.
“I'm happy to say that there is a greater understanding across the entire country now where everybody knows that tourism is for everyone and by everyone. So, without hesitation, the role I’ve played in this would have to be my most proud accomplishment thus far.”
Resilience in the Face of Challenges
Jamaica has seen its fair share of challenges over the past few years, but Rose says being Jamaican comes with an unrelenting resilience.
“Somewhere between reggae, rum and a strong Jamaican resilience, we came to a simple truth: complaining simply doesn't work,” he said. “We've always had this within our DNA to just get off the knees and turn pressure into music, turn pressure into a party, turn struggles into something beautiful. And Hurricane Melissa certainly presented an opportunity for us to show the world just what the might of Jamaica and Jamaicans truly looks like. And the Jamaican blood flows through me richly and in a powerful manner, and so I have that same DNA.”
Rose uses this resilience whenever he’s faced with a challenge either in his role at the JTB or in life in general. He sees challenges as opportunities to make changes or improvements.
Advice for Travel Advisors
He knows being a travel advisor is not always a walk in the park. His advice? Remember everything passes and always have a plan for the future.
“When things are tough, remember, nothing lasts forever. But equally, when things are golden, nothing lasts forever,” he said. “We have to be constantly reinventing ourselves, thinking about the next step. We should be constantly future proofing.”
Rose has been a strong advocate for the travel advisor community, and he continues to encourage travelers to seek the guidance of an advisor when visiting Jamaica. He understands that advisors are able to match their customers’ needs with the best products which results in a more successful vacation experience.
“Our love and respect and admiration for travel advisors has never wavered, will never diminish and will only grow stronger as we seek to grow our arrival numbers, and we seek to grow our customer satisfaction for the years to come,” he said.
What’s in Philip’s Carry On?
“First of all, I never, ever, ever check a bag. So I carry everything on. Obviously, my clothes, I got size 14 shoes, and somehow I'm still able to wear one pair and pack two, sometimes three. I also have my iPad. There's a book that I have for notes, because as tech savvy as I am, I still jot down notes, especially when I'm on long flights. I also always have pictures of my daughter.”
Originally appeared in the Summer 2026 issue of The Compass magazine
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