Visitor arrivals down ... but summer looks 'All Right'!
Published:Sunday | June 2, 2013 | 12:00 AM
Janet Silvera, Senior Gleaner Writer
WESTERN BUREAU:
Preliminary figures indicate that Jamaica's stopover arrivals are down 2.5 per cent over the corresponding period last year. However, the figures show that May is up two per cent, bolstering expectations for the summer.
Arrivals out of two of the country's most important source markets, the United Kingdom and Canada, are being blamed for the reduction, with the "discriminatory" Air Passenger Duty (APD) and closure of a major Canadian tour operator noted as the main contributing factors.
In addition, a number of the island's hotels are temporarily out of inventory as a result of transitioning or refurbishing.
The preliminary figures were given to The Sunday Gleaner yesterday by Director of Tourism John Lynch, during the Jamaica Hotel and Tourist Association (JHTA) annual general meeting at the Sunset Jamaica Grande in Ocho Rios.
"We lost a net of 40,000 seats out of Canada, which was hard to pick up elsewhere, but the summer is shaping up well," said Lynch.
The tourism director announced a raft of marketing initiatives to cauterise the impact of the fallout, including 1.2 million seats secured for this summer, an increase of 4,500 over 2012.
"Our goal is to surpass 2012 summer visitors of nearly 850,000, and there are sufficient seats to achieve this," said Lynch.
New tag line
In addition, the popular marketing tag line 'Once You Go, You Know' is to be changed as of October.
"There's no doubt that 'Once You Go, You Know' has done incredibly well for us. However, we are on to our next chapter as we look to refresh our brand and keep it top of mind among consumers," explained Lynch.
Giving a sneak preview of what's to come, Lynch said the mission was to move from a brand that consumers know to a brand they feel.
"Our strategic idea is that Jamaica is more than a vacation destination - it is a brand that feeds a greater world need. Jamaica is where people find positivity - a force making the world feel more 'All Right' through its rhythm, energy, and spirit. Jamaica is the Home of All Right."
The new campaign will be launched via television, social media, digital, outdoor and print media.
Focus on improving product
In the meantime, Minister of Tourism and Entertainment Dr Wykeham McNeill yesterday reiterated his commitment to ensuring that the Tourism Enhancement Fund becomes a transformational organisation by focusing on major projects to improve the product.
He alluded to the plans being finalised for the resort town of Ocho Rios.
"We are currently spearheading an initiative for the infrastructure of Ocho Rios as part of efforts to transform the resort town and boost tourism. This initiative is being undertaken in conjunction with the Ministry of Transport, Works and Housing, the Port Authority of Jamaica, the Urban Development Corporation and several other government ministries and agencies," said McNeill.
The tourism minister said the project will see significant improvements to the aesthetics of Ocho Rios to produce a better visitor experience.
Focus will also continue on the new and emerging markets, while plans include developing additional partnerships globally and providing smart and safe experiential travel opportunities, stated the tourism director.