Arrivals boost expected for tourism slow season
Published:Thursday | June 2, 2011 | 12:00 AM
- South American market promises increase of 10,000 airline seats, major carriers from Brazil, Chile and Colombia
Janet Silvera, Senior Gleaner Writer
WESTERN BUREAU:
THE EMERGING South American market is being hailed as a sleeping giant that can take the country's tourist industry several notches up, according to new president of the Jamaica Hotel and Tourist Association, Evelyn Smith.
Her comments come in the wake of news that Jamaica's shoulder seasons, September, October and November, are to receive a boost of some 10,000 airline seats with the announcement of three major carriers commencing service into the country's Sangster International Airport from Brazil, Chile and Colombia.
The three countries will complement Ecuador, from where Jamaica currently gets flights.
"For decades, members of our association have made forays into this market to try to attract visitors to their respective properties, but their main concerns have always been inadequate and sustained airlift," Smith told The Gleaner Tuesday morning, during a press conference at the Ministry of Tourism in New Kingston.
"We, in the industry, know the potential reach of tourism into the lives of our fellow Jamaicans, so a programme that will bring increased arrivals in our slow season is important," she stated, adding that the fact that the flights are coming from the non-English-speaking market will also offer an opportunity for the country's children who have an aptitude in French and Spanish to put those skills to use.
Hosted by an elated Tourism Minister Edmund Bartlett, who just returned from the South American region, he announced a raft of new services into the country at the press conference.
Admitting that North America remains the epicentre of the island's source market, Bartlett said there was a new segment of global geography that is available to destination Jamaica. Of particular interest is Brazil, which has a population of some 190 million.
charter service coming
In response to the market intelligence, he said an arrangement is being concluded with Brazil's second largest carrier, Gol, to commence charter service from São Paulo to Montego Bay. This, he anticipates, will commence in December 2011. This series will operate weekly for the initial six-month period.
Contingent on the start-up of the series is the promotion of destination Jamaica in the Brazilian market by the Jamaica Tourist Board and Jamaica Vacations Limited. The initial promotion cost will be supported by Gol to the extent of a half of Jamaica's contribution. "It costs between three to five million US dollars to start a route properly," said Bartlett.