By Janet Silvera, Gleaner WriterWESTERN BUREAU:
THE NATION'S tourism industry is poised to earn an estimated US$25 million this year as a result of the 20,000 spring-breakers expected to converge on the country from February 21 to April 4, 2004.
The announcement was made yesterday by Brian Jardim, co-owner of Margaritaville Caribbean, Montego Bay, during a Spring Break reception at Sangster International Airport, Montego Bay, St. James. Mr. Jardim, who is one of the major investors in the student travel market, told The Gleaner that on average, each spring breaker spends about US$1,200. This, he said, includes airfare, hotel accommodation, food and beverage, tours, attractions and at craft markets. About half of the students travel on Air Jamaica, the national airline.
"In effect this is a significant contribution to the Jamaican economy," said Mr. Jardim. He was confident that the student market had bounced back. "It took a beating after 9/11, but we are assured that our numbers are back up to where they were March 2001, which was our peak."
Mr. Jardim underscored the role the Jamaica Tourist Board (JTB) had played in bringing this niche market to where it is now and the impact reggae and dancehall music and the Jamaican culture had had on young adults. "The students want to be associated with 'Brand Jamaica', the Wayne Wonders and the Sean Pauls, who have made their mark on MTV."
The MTV network, which is seen in more than 340 million households in 140 countries via 30 localised TV channels and 15 web sites, has been aggressively promoting its planned trip to the island during March. Three lucky spring breakers stand the chance of winning a vacation to Jamaica on a private jet, accommodation and meals. "Advertising of the island has been excellent and the JTB has been a big help in getting MTV to come back to Jamaica after an absence of four to five years."
The last time MTV was in Jamaica, pre-seating sales doubled, said Karim Kuzbari, spring break tour operator and president of Sunsplash Tours. Mr. Kuzbari, who has had a relationship with Jamaica since the early 1980s, said the increase in arrivals can only get better. In a telephone interview from his office in New York, he told The Gleaner that Jamaica's reputation precedes it. "The kids who come there have such a great time, they go back and tell their friends and the word spreads like wildfire."
Jamaica, having earned the status as the third most popular spring break destination, is also being pushed by the tour operators (suppliers). "The university campuses are plastered with flyers advertising Jamaica."
