Jamaica’s Minister Of Tourism builds high-profile visibility for Jamaica at Annual Caribbean Tourism Conference

SAN JUAN, Puerto Rico – With a demanding six-day schedule of back-to-back meetings and events at the 30th Annual Caribbean Tourism Conference & Trade Exhibition (CTC-30) in Puerto Rico, The Hon. Edmund Bartlett, Minister of Tourism for Jamaica, is vigorously building Jamaica’s profile as the region’s premier tourist destination and top innovator in development and sustainable tourism.

Among the delegates gathered in San Juan are: ministers of tourism; ministers of civil aviation and air transportation; directors of tourism; officials from leading airline, hotel and transportation organisations; international travel agents and tour operators; and hospitality students.

Extending from October 19 through 24, the conference is attended also by members of the press representing print and electronic trade and consumer publications around the globe.
Delivering Key Messages to Industry and Media
Addressing the meeting on Saturday, October 20, Minister Bartlett spoke of the new Jamaican Government’s vision for on-island development, and for continued strengthening of its powerful worldwide tourism brand with a focus on:

– the inherent beauty and diversity of the island’s landscape;

– the richness and widespread influence of its culture;

– and the excitement generated by the Jamaican people.

A Three-Fold Plan for Growth and Expansion
After just six weeks in office, Minister Bartlett already has a finely tuned plan of action for promoting the growth of Jamaica’s all-important tourism industry. His presentations at CTC-30 underscore its key elements: marketing; product development; and investment.

Marketing

As mobility increases among world travellers, Jamaica is implementing a targeted expansion of air service to build tourist arrivals. Areas of special focus for new or enhanced air service include the U.K., Spain and Eastern Europe. In Asia, gateways in China and India are key; and in South America, the focus is on Chile and Brazil.
Mexico is also important. North America remains a prime source for visitors, and the importance of Vancouver as a major gateway is now further enhanced by its location as a key link to Asian hubs.

“Cruise is also an area of major importance,” said the Minister. “After all, people don’t swim to Jamaica.” New marketing initiatives to boost cruise ship visitor arrivals will aim for a target growth from three million in 2006 to seven million by 2017. New and expanded ports will accommodate progressively larger vessels. In 2009, Jamaica will welcome Royal Caribbean’s Genesis class ships with a length of 1,180 feet and a capacity for 6,400 passengers.

Product Development

Minister Bartlett has announced that development of the tourism product will be aggressive, and will focus in particular on the luxury sector.

New accommodations include continuing development by Iberostar, investing USD850 million in a total of 950 hotel rooms; a further 1,980 rooms by Pinero Bahia Principe; and 2,000 rooms each by Fiesta Hotels and Groupo Excellence. Expansions by Rose Hall Resort, Half Moon, RIU, Palmyra Resort and Goldeneye also are contributing significantly to growth. Meanwhile, plans are under discussion for a major luxury development at Port Antonio that will include condominiums, timeshare models, and upscale facilities for health, wellness and retirement services.

New visitor attractions also are on the drawing board. Minister Bartlett commented: “Jamaica’s natural resources provide an unprecedented foundation. Our topography is extraordinary, with our soaring mountains and our abundance of rivers and waterfalls, with formations like stalactites and stalagmites, plus our unique plant life. And we have an excellent capacity for superbly designed man-made attractions that are an important part of the Jamaican experience.”

Investment

To encourage investment by both local and foreign entities, Minister Bartlett will introduce a groundbreaking policy designed to expedite the decision-making process for approval and implementation. On receipt of new construction plans, the Government will guarantee a response to investors within a 90-day time period, thereby eliminating lengthy delays to a project’s commencement. “We’ve suffered in the past from too much bureaucracy and red tape that has impeded new development. In revising the process, we will significantly reduce the turnaround time for approvals,” noted the Minister.

With widespread concern about environmental conservation, and the ongoing threat to the Caribbean region of climactic patterns and changes, the Jamaican Government is rigorously pursuing measures that will protect the land and coastlines. New policies are currently under discussion to ensure that development will not overtax the infrastructure or jeopardise the island’s natural resources. “Development must adhere to best practices,” Minister Bartlett observed, “and we will not permit erosion of our island by a surfeit of human settlement.”