Howard Campbell, Gleaner Writer

Edmund Bartlett, minister of tourism and Olivia Grange, minister of information, culture, youth and sports speak to members of the media during the post-Cabinet press conference at Jamaica House on Wednesday, November 26. - Rudolph Brown/Chief Photographer

TOURISM MINISTER Ed Bartlett says Jamaica could get the cold shoulder from visitors this winter season as the sector braces for the fallout from a global recession.

"I don't expect that (an improvement on the 2007/2008 season). In fact, if we got what we got from last year we would be on top of the world," Bartlett told The Gleaner yesterday.

This supports a recent statement by Jamaica Hotel and Tourist Association President, Wayne Cummings, who said bookings for the first quarter of 2009 were down 30 per cent.

Over 650,000 tourists visited Jamaica during the last winter season which traditionally runs from December 15 to April 15. The Jamaica Tourist Board (JTB) said that was a 13 per cent jump on the previous year, making it the best performance ever for the period.

Bartlett warned that with Jamaica's leading tourism markets (the United States, Britain and Canada) in the midst of financial crisis, saving money, and not a tropical vacation, will be the likely priority for potential visitors.

Advertising programme on

The minister said the JTB has launched a massive advertising programme in the US to lure visitors. Advertisements are already running on major television outlets like the Cable News Network.

"We'll constantly be in the marketplace with strong advertising and promotion, and establishing even stronger relations with the airlines," Bartlett said.

Over 1,000 disc jockeys from the US will be flown in, in December, as part of the marketing blitz, Bartlett said.

Most of the promotion is taking place in the tri-state area (New York, New Jersey and Connecticut), the Midwest (states like Illinois and Michigan) and the west coast (California).

During Wednesday's post-Cabinet press conference at Jamaica House, Bartlett officially announced the new 12-member JTB board of directors which retains 10 persons from the previous roster that resigned two weeks ago.

Industry veteran John Lynch assumes the dual role of director of tourism and chairman, while Earl Jarrett is deputy chairman. One of the new appointments is Howard McIntosh who works with the ministry of culture, youth and sport.

Experiences

Bartlett said McIntosh's experience in entertainment and sport will be utilised by the tourism sector to launch its sports tourism brand.

Other members of the board are: Godfrey Dyer, Bruce Noble, Carolyn Hayle, Wayne Cummings, Joseph Forstmayr, Lionel Reid, Zein Issa Nakash, Ralph Smith and Bert Wright.