Thu | Oct 18, 2018

Look to sports tourism to boost earnings

Published:Saturday | March 7, 2015 | 12:00 AM

The Government is collaborating with the private sector to capitalise on the increasing popularity of sports tourism to boost earnings in the sector.

Chairman of the Jamaica Tourist Board (JTB) Dennis Morrison said that sports tourism is a multibillion-dollar business and is one of the fastest growing areas of the global travel and tourism industry.

"The Jamaica Tourist Board, along with the Ministry of Tourism and Entertainment, as well as the private sector, are partnering to find ways to increase earnings in the sector and to capitalise on all areas that complement our marketing efforts in order to reap maximum benefits from the industry," he said.

Morrison was addressing the recent launch of the MoBay City Run, held at the Holiday Inn Sun Spree Resort in Rose Hall, St James.

The JTB is co-sponsoring the event, which aims to raise $5 million to assist tertiary level students in Montego Bay.

Morrison said the JTB is happy to support the MoBay City Run, noting that "it fits admirably into the niche market of sport tourism, which can be of tremendous benefit to our tourism earnings".

"This is why the Jamaica Tourist Board has allocated additional resources as well as international marketing and promotional support to the city run as it fits our sports tourism model. Of equal importance is the fact that by donating the proceeds to our young people, it directly impacts the development of the (Montego Bay) community which, after all, is the primary objective of our industry," Morrison added.

The JTB chairman contends that a country without a strong core of persons trained and educated at an advanced level, "cannot and will not be able to overcome poverty".

The MoBay City Run will take place on May 3 under the theme: 'Running for Education ... Hope for the Future'.