THE Jamaica Tourist Board is hoping that a rise in the number of British visitors last year is a signal that confidence in the island as a holiday destination is slowly returning.
Latest figures show that 124,930 Britons visited Jamaica in 1999, up from 116,552 the previous year, representing a 7.2% increase in business.
This is welcome news for the island which started 1999 with riots in Kingston and Montego Bay and continued to suffer throughout the year from a stream of negative news stories.
This year the JTB’s top priority is to continue to work on improving the island’s image among consumers with a steady flow of public relations work. Low trade confidence is being tackled by a boosted programme of fam trips for both agents and tour operators throughout the year.
The JTB’s Jamaica Travel Specialist training programme for agents, set up 18 months ago, has already paid dividends, according to deputy director of tourism David Barber. There are plans to build on the initiative.
“We now have 650 agents involved with the scheme who are eager to sell Jamaica,” said Barber.
A new recruitment drive started last November and will run to the end of April.
Barber also believes in working closely with the ethnic Jamaican population in the UK.
“British Jamaicans are our best ambassadors. If they go to Jamaica for their holidays and come back and tell all their friends what a great time they had, this is invaluable public relations for us,” said Barber.
With this in mind, the JTB is joining up with the Basic School Foundation charity, which raises money for educational development in Jamaica. A huge family picnic is being organised on August 11 in Battersea Park, London, which is hoped will attract a large number of British Jamaicans and their friends.
“We will be showcasing everything that’s good about Jamaica, from the cuisine and music to the friendly, fun-loving people,” said Barber.
Education is also the basis of several initiatives taking place on Jamaica and designed to show locals the benefits and importance of tourism to their economy and lives.
The Team Jamaica training programme was set up two years ago in conjunction with the tourist board to get everyone involved in tourism issues such as customer service.
“This has given all Jamaicans more pride in their country and I’m convinced that visitors are now experiencing better holidays and telling their friends about it,” said JTB director Fay Pickersgill.
Pickersgill has also helped to ensure tourism is now part of the curriculum at every Jamaican school. “This is a critical project for the improvement of our tourism industry. The earlier a child starts to learn about how important tourism is, the better,” she said.
A new poster campaign on the island focuses on children and their future role in the tourism industry.
A series of six different images feature a Jamaican child at play, with slogans such as: ‘Future barman’ or ‘Future tour guide.’
“We need to highlight how tourism benefits everyone in Jamaica, not just now but in the future,” said Barber.