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Tourist office survey: Jamaica

Contact details


Jamaica Tourist Board


1-2 Prince Consort Road


London SW7 2BZ


Internet site: www.jamaicatravel.com


Scores out of 10


Tour operator’s views


By and large, tour operators find the JTB one of the more active Caribbean tourist boards. There is reluctance among operators to offer too much Jamaican product because of occasional civil disturbances and the island’s reputation for crime against tourists. Nevertheless, the JTB is recognised for its efforts to reassure the marketplace. Overall, opinions about the board are mixed.


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Retailer agents’ views


My undercover agents were only adequately impressed by the service they received with their enquiries. At best their enquiries were handled efficiently without seeming to go the extra mile. At worst they reported poor service, an uncaring attitude and an abrupt telephone manner. However, specialist meetings and incentive travel enquiries met with professional and helpful responses and the delivery of a comprehensive information kit.


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Consumers’ views


BT refers enquiries to a toll-free brochure ordering line that is manned by a helpful information officer. Brochures took anything from 14 days and 21 days to arrive. A visit to the JTB office in London is unrewarding. It is in Jamaica’s diplomatic and trade premises, so callers seeking tourist information are not encouraged. When my undercover caller persevered, he received a comprehensive information kit, but was referred to the brochure when he asked follow-up questions. The JTB has a Web site but, for such a vibrant destination, it is surprisingly uninspiring.


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Kent’s conclusions


Caribbean tourist offices, especially the bigger boys such as Jamaica, are being thrown back on their own resources while the umbrella group the Caribbean Tourism Organisation gives more of its resources to the smaller islands. The JTB is tackling the situation with fortitude and, in a few years time, its efforts should be better rewarded. Meanwhile, the JTB needs to look closely at how to improve the service it offers the trade and consider its destination branding for the UK market.


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