Jamaica, a territory in the northern hemisphere located in the Caribbean archipelago in Greater Antilles between the Tropic of Cancer and the Equator that boasts a lush topography of rainforests, mountains, stunning, pristing reef - lined beaches and top resorts is preparing for greater growth with new strategies designed to ensure its consolidation in the global tourism ranking as a top destination and a marketing budget of some $6.3 million.
The announcements were made at the 63rd JHTA, the Jamaica and Tourist Association's Annual General Meeting recently concluded during which Minister of Tourism Edmund Bartlett revealed the reasons for this $6.3 million investment in marketing efforts through the end of the fiscal year, an amount that the Minister said is the largest single amount the Jamaican Government provided for marketing augmentation all time.
Details regarding marketing funding were provided during a speech in which the Minister urged local tourism partners to be innovative and adaptable to emerging trends to help Jamaica remaining competitive globally where the country must prove prepared for the growing wave of travelers by developing the necessary capacity and offering superior service.
The Minister then commented that the problem is where these travellers will come from and where they will go and Jamaica's challenge is to know how to create capacity within the country and to benefit from this growing activity.
The tourism industry continues to be resilient, able to outpace overall global economic growth at a rate of 3% per annum over the past 30 years.
The Minister of Tourism then warned that Jamaica must focus carefully on the evolving global landscape and that the economic fortune of the country rest on the shoulders of the Jamaicans that they have to be agile and responsive to ensure that the growth achieved in the post – COVID isn't erased by the deluge of disruption that has come with recovery.
As part of his presentation, the Minister announced a key strategy to expand Jamaica's tourism market by increasing the air connectivity from South America departing from LATAM Airlines' new flights from Peru to Jamaica starting on1stDecember 2024.
In recent times there are also ongoing dialogues with Azul Airlines to
introduce flights from Belem, city capital of the state of Pará in Brazil and
with Avianca, Colombian airline regarding other regions of South America
including Colombia.
The Minister stressed that the expansion of air services connectivity is key to entering new markets and further diversifying Jamaica's visitor base.
The Caribbean country is also planning to embark on a marketing blitz in India, a country with one of the fastest-growing economies globally, an effort that will include a roadshow scheduled for November 2024.
The countries of the Asia-Pacific geographical area will constitute the largest block of outbound tourism in the world and in some years India could be the second most powerful economy, and for this reason the goal is positioning Jamaica as part of this growth.
Jamaica's tourism officials also plan to target the Eastern European markets and the Schenghen area, regions that can offer huge potential for inbound tourism.
Link - https://www.travelpulse.com/news/destinations/jamaica-s-tourism-industry-set-for-continued-growth-amid-global-tourism-surge
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