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Jamaica offers lessons to survive tough economy
Tourism-dependent destinations are looking to Jamaica for lessons on not only how to survive but how to thrive in tough times.
In a climate where virtually every nation worldwide experienced a slump in tourism revenue and numbers, Jamaica had a 6 percent growth in tourism arrivals, almost twice what was recorded the year before, according to Ed Bartlett, Minister for Tourism.
"I just came out of a world conference where Jamaica was put on the pinnacle, so to speak, (in terms) of those countries’ performance in tourism for this particular year of downturn,” he said late last year.
What’s behind the success of the destination?
Bartlett attributed it to the time and resources spent putting the infrastructure in place to grow the travel and tourism sector, including deliberate strategies to increase air capacity to the island.
A major boost is also in cruise arrivals, which registered a decline in 2009, but are projected to increase by five percent this year.
He attributed that to the redeployment of vessels from the Mediterranean to the Caribbean and the expansion of port capacity in Jamaica.
Events propelling Jamaica to profitability:
• Falmouth has emerged as a new tourism destination.
• Increased air traffic into Montego Bay.
• The opening of a new convention center.
• Possible casino legislation.
“Casino legislation is currently in the works, but Jamaica will not become a casino destination. It will be just one attract ion of many,” said Bartlett.
Falmouth is being transformed into a new tourist destination featuring a wide variety of attractions and shore excursions, thanks to the demand from 7,500 potential passengers and crew disembarking weekly from Royal Caribbean’s Oasis of the Seas. New construction totaling US$32 million is also underway.
Air traffic is way up. Starting February 11, AirTran will begin 18 flights weekly between the US and Montego Bay, with daily flights out of Baltimore and Atlanta and four flights weekly out of Orlando. This is “unprecedented access” from all over the US, according to Bartlett.
The opening of the Montego Bay Convention Centre probably in October will allow Jamaica to host groups of up to 6,000 under one roof. This should usher in a new era of conventions and meetings that did not exist in the past.
By David Wilkening
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