Country sees robust tourism recovery post pandemic
By Shari Crooks
“Come back to the vibe that comes alive” is the theme for the latest campaign for marketing Jamaica’s tourism product.
The campaign seeks to market Jamaica as the ideal place to get back to yourself. This theme was explained against the backdrop of the tourism sector’s impressive post-COVID numbers. Said numbers were outlined in detail by the Director of Tourism Donovan White during his presentation on Day One of the JAPEX Tourism Expo held at the Montego Bay Convention Centre on September 11.
He also gave projected numbers for visitor arrivals this winter season, into 2024, as well plans in place to expand the sector even further. These plans will be supported by the construction of new hotels, including their planned capacities and projected times of completion. The expansion plan also includes improvements to the international airports and improvements to the arrival process.
The day also included a presentation from Nicola Madden-Greig, group director of marketing and sales for the Courtleigh Hospitality Group and president of the Caribbean Hotel and Tourism Association (CHTA).
Madden- Grieg spoke to the newest trends in travel and how Jamaica is ideally positioned to meet the market as it goes into this new direction. With more people interested in travelling for wellness , their mental, spiritual and overall well-being, Jamaica’s tourism product can be perfectly packaged as the optimum destination to reconnect with yourself, recharge with friends and get in touch with nature.
This initiative was supported by a presentation by Kyle Mais, general manager of Jamaica Inn, who described the specific ways in which the location caters to this particular kind of traveler, with the opportunity for them to make their own face products from natural ingredients, being taken to the local markets to shop for ingredients( which they themselves cook) or to assist in turtle hatching. This inclusive approach should add to the appeal of Jamaica’s tourism product making it the location ideally suited to the needs and priorities of all tourists and travellers.
The day’s activities were hosted by media practitioner and entertainment host Debbie Bissoon and the expo continues until September 13.
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