Jamaica has withstood the tourist slump and now aims to boost visitor numbers from Europe
| The front entrance of Terra Nova Hotel; situated in lush surroundings, the hotel has a truly Jamaican feel |
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amaica has a tourism industry that thrives on its extensive nearby market – three out of four visitors arrive from the US. It has withstood the global downturn in tourism better than most of its Caribbean competitors and, according to the Jamaica Tourist Board (JTB), visitor numbers were up by more than 14 per cent last winter season (mid-December to mid-March) compared with the previous year.
To help the the tourism industry adapt and change, the Tourism Product Development Company (TPDCo), was set up to play a co-ordinating role between public and private sectors interests. Karl Binger, Director and Executive Director of TPDCo, says that they approach tourism development from several angles to keep Jamaica as a preferred destination and to ensure that the tourism sector remains a major contributor to the economy.
Tourism is Jamaica’s most important industry, accounting for about half the island’s foreign exchange earnings and employing more than 40,000 people. Jamaica is looking to Europe, particularly Eastern Europe and Russia, to expand its pool of potential tourists.
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“European visitors are long-stay visitors, and we want to attract this type of visitor,” says Aloun Ndombet-Assamba, Minister of Industry and Tourism. “We recognise that there is a growing middle-class in eastern Europe and Russia and we want to tap into that particular market,” she says.
The British are still the most numerous of European visitors but they could be overtaken by Spaniards – Jamaica was a Spanish colony in the 16th and 17th centuries. A Spanish hotel group has built a new hotel on the island and is currently building a second.
Each
of the six main tourist areas has its own distinct personality, says
Mrs Ndombet-Assamba. Montego Bay was one of the first areas to be developed
for tourism. “It is very cosmopolitan and also has the famous Doctor’s
Cave Beach. We are also planning to build a convention centre there.”
Negril has a more laid-back style, says the Minister, with accommodation
that ranges from rustic cottages to prestigious all-inclusive resorts.
And Ochos Rios, once a little fishing village, has grown to provide
some serious competition for Montego Bay.
At
Port Antonio, the new marina caters for smaller cruise ships and the
waterfront is to be redeveloped to provide facilities for upmarket visitors.
There are plans to build a golf course and upgrade the local airport.
“Then we have the South Coast, where the focus is on eco-tourism.
There is also the famous Milk River Spa ,” continues Mrs Ndombet-Assamba.
“And lastly there is Kingston, the cultural capital of the Caribbean.”
Chairman of SuperClubs Resorts, John Issa, is a pioneer in the the travel industry through the introduction of the all-inclusive holiday concept. Today, there are SuperClubs Super-Inclusive resorts for everyone, in locations throughout the Caribbean. “The all-inclusive idea has become somewhat diluted in recent years. Many people travel to ‘all-inclusive’ resorts and unexpectedly encounter concealed charges,” says Mr Issa. “At SuperClubs, the Super-Inclusive holiday package encompasses everything in one up-front price.”
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The
JTB predicts overall stop-over visitor numbers will increase by about
seven per cent during the year. The number of cruise passengers is also
expected to rise to one million compared with 800,000 last year.
Dennis Morrison, Chairman of the JTB, says: “We believe
the fight against terrorism has created a situation where North Americans
are reluctant to travel to Europe and we are one of the major beneficiaries
in the Caribbean, an area which is regarded as a safe destination.
“We
have worked hard to improve our image in recent years and both the JTB,
individual operators and hotels have done more to promote the island.
“We have also cooperated with the airlines to increase the number
of flights to the island. It is having a positive effect, particularly
from Europe. Air Jamaica has expanded the number of flights from London
and Manchester, as well as California and the east coast of the US.”
Mr Morrison points out that Jamaica is blessed with a long and colourful history. “Jamaica was a major destination in the 16th to 18th centuries and played an important role in the development of the region. Spanish Town was the capital when we were a Spanish colony and it boasts period architecture and a lot of history from the era, as well as from the days of British colonialism.
“Heritage
tourism is nowadays an important feature of international travel, rather
than lying around on a beach. There is a great deal of history and culture
here for the visitor.”
Michelle Hussey is the Managing Director of the Terra
Nova All Suite Hotel, a colonial mansion in the heart of Kingston
which has been totally restored. “We have a 95 per cent occupancy
throughout the year,” says Ms Hussey. “It has not been difficult
to fill the bookings of the rooms due to our reputation. Terra Nova
has always had an excellent reputation, even before we bought it.
“We
are very happy with the way our hotel is performing. We have received
a lot of support from the local community because it is a hotel that
everyone can be proud of.”
Built in 1924, the elegant mansion changed hands several times before
becoming a hotel in 1959. The Hussey family, whose interests include
pharmacies, fashion and racehorses, took over the Terra Nova nearly
two years ago, renovating and upgrading the hotel’s facilities
and re-establishing it as the business hotel favoured by local Jamaicans.
With just 35 rooms, 10 suites and 150 staff, the hotel provides the
attention to detail big that chains lack.
Ms
Hussey says that there is really no need to go chasing the tourist trade.
Much of the business derives from local and foreign corporate businesses.
It is also very successful as a venue for wedding parties.
“We are targeting the corporate market and raising service standards.
We want to offer the elegance and charm of a true West Indian hotel,
rather than an international chain,” she adds.
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