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Unprecedented Growth Forecasted For Jamaica’s Tourism Product

Jamaica’s Tourism Minister Edmund Bartlett Addresses Jamaican American Chamber of Commerce on First Official Visit to New York City

MANHATTAN – Jamaica’s Tourism Minister Edmund Bartlett, addressed a capacity audience at the autumn luncheon of the Jamaican American Chamber of Commerce at Three West Club in Manhattan, New York City on Tuesday, October 16.

Amid numerous outbreaks of enthusiastic applause and standing ovations, he announced a three-year plan for tourism development in a candid and confident speech, describing the current state of brand Jamaica, his goals for the next three years and a three-pillared approach to increased arrivals: Marketing, Investment and Product Development. The event was sponsored by Rollins Jamaica, Air Jamaica, Travel Weekly and the Jamaica Tourist Board.

Bartlett boldly outlined his goal of an increase in arrivals to five million visitors per year by 2010 – three million stopover arrivals and two million cruise ship passengers, building upon Jamaica’s record growth in visitors and revenue last year. The need for reaching this critical mass is vital in order to attract the types of investors needed to build attractions that will continue to grow tourism, foster future investment in Jamaica and help spread the wealth to every Jamaican.

The new Minister underscored the importance of building and expanding the scale and scope of the attractions, ports, hotels and airports in Jamaica. He noted his Ministry’s long-term vision is to increase in Jamaica’s total room capacity to 75,000 rooms (35 percent high end; 65% mid/low range) and seven billion in gross revenue by 2015.

Challenges such as the resurgence of Mexico and the Western Hemisphere Travel Initiative have played a large role in the decrease in arrivals for the better part of 2007. However, Mr. Bartlett noted that preliminary figures indicate a nearly five percent increase in arrivals in September 2007 over the corresponding period last year.

He is confident that this trend will continue because of the “competitive and comparative advantage that Jamaica holds in the global marketplace,” stemming from Jamaica’s “rich and infectious culture.” He also attributes the expected gains to a renewed and more aggressive dedication to the marketing of brand Jamaica under the direction of new Prime Minister Bruce Golding. The Tourism Minister also expects an increased number of visitors due to the approximately 1.8 million U.S. passports, being issued per month.

Minister Bartlett underlined the importance of the Jamaican Diaspora, who he noted are both clients as well as ambassadors. “Their involvement is crucial to Jamaica’s development over the next three years, because no one sells Jamaica like a Jamaican, as they understand that the Jamaican brand personality and promise is entrenched in the country’s diversity,” stressed Bartlett.


Hon. Ed Bartlett & JTB NY Sales Team

Minister Bartlett keyed in on several initiatives that are taking place at this very moment, including a sustainable development program dubbed “MECCA,” a new 23.5 U.S. million dollar initiative to address the crime situation in Jamaica’s resort capital, and a new school of hospitality in Montego Bay. MECCA is a five tenet plan:

o Marketing based on a sustainable position;
o Environmentally sensitive tourism plans and programs
o Culture and heritage-based attractions;
o Community-based initiatives and developments;
o All embracing, spreading the wealth among the people.

In partnership with the Tourism Enhancement Fund, the government has sent a team of Jamaican police officers to train with Miami police on a Mobile Police Station, which will be equipped with surveillance equipment and assist with intelligence gathering in an effort to combat crime and reduce the notion of Jamaica as unsafe.

The Jamaican government is in the process of buying a hotel in Montego Bay to convert it into a “working classroom” devoted to teaching Jamaicans how to become tourism and hospitality professionals.

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