JAMAICA: Minister Looking To Increase Visitor Arrivals

Minister of Tourism Edmund Bartlett says he is looking to surpass the five per cent growth target over five years, which he has set for the sector.

He said that work being undertaken through the Tourism Linkages Network to develop initiatives in sports and entertainment, shopping, knowledge, health and wellness, and gastronomy, will position the sector to exceed the mark.

“It is through the linkages that we are going to be able to get the economic penetration... and supply on the demand that tourism provides (and) creates, by increasing the numbers of visitors who come,” he contended.

Bartlett was speaking at last week’s media launch for the 2016 Tourism Outlook Seminar at Devon House in St Andrew.

Starting in 2017, the minister is looking to increase visitor arrivals to five million per year, moving earnings to US$5 billion.

He said that while the target is his immediate focus “it’s not my ultimate goal for growth”.

Bartlett said the Tourism Linkages Council under the chairmanship of Sandals Resorts Chief Executive Officer, Adam Stewart, has been doing a “good job”, so far, in creating new and exciting growth areas.

“We have built out five networks to support the five pillars of growth, and the leaders of those networks have been working very hard,” he said.

The five growth pillars include tapping into new markets, developing new products, promoting investment, building new partnerships, and human capital renewal.

“Jamaica is poised for great things and, in fact, is congealing into a key centre for global tourism. I am determined that the partnership that must subsist to enable the capacity to supply on the demand of tourism, will be had,” Bartlett underscored.

The Tourism Outlook Seminar will take place from December 6 to 8 at the Montego Bay Convention Centre.

The event will be jointly staged by the Ministry of Tourism, Jamaica Tourist Board, and United National World Tourism Organization (UNWTO), under the theme ‘Navigating Global Challenges for Continued Growth’.

JAMAICA: Canadian Travel Advisory Not New

In response to concerns raised about the latest travel advisory issued by the Canadian government on Jamaica, Minister of Tourism Edmund Bartlett has contended that the move was routine and is not expected to significantly impact visitor arrivals from Canada, as instances of violence against tourists are very low.

The Canadian government recently upgraded its travel advisory, encouraging its citizens not to venture into sections of the Corporate Area and western Jamaica because of its high levels of crime.

It warned that travellers that violent crime is a problem in large cities in Jamaica, particularly Kingston, Spanish Town and Montego Bay.

But Bartlett said: “This review is done regularly and Jamaica fell into the second category of ‘elevated risk’ along with most of the destinations in this region. It was not done in response to any single incident so we must be careful not to misinterpret the advisory or its purpose.”

He also cautioned Jamaicans not to send negative messages about the country’s tourism product as it may hinder the growth of the sector.

“Tourism is perhaps the only industry in Jamaica that has grown consistently for the past 35 years. However we must be careful in our pronouncements so as not to fuel fear and anxiety which can be deleterious to that growth which will damage our own future and our economy,” he said.

The Minister made the comments as he addressed the inaugural meeting of the expanded Tourism Linkages Council yesterday at the Ministry’s New Kingston offices where he formally introduced ten new members who were specially selected to bolster the 24-member body.

He emphasized that the Ministry of Tourism is collaborating with the Ministry of National Security to add an entirely new layer of security that will ensure strict enforcement of the rule of law and help to effectively tackle the scourge of tourist harassment.

Bartlett underscored that in addition to the courtesy corps now in place, 87 District Constables who are being trained under this new initiative will graduate on July 19, 2016. These officers will function under a special arm of the Jamaica Constabulary Force, have policing powers and will focus specifically on boosting safety and security in resort areas. Another 13 officers will be added soon, to bring the initial complement to 100 by the end of the year.

“Our track record is of exponential growth in the Canadian market and we are mindful of what we must do to build out a better experience for our visitors and remove the perception that exists in relation to safety and security. Therefore, we must have strong security with a soft look but a hard hand,” said the Tourism Minister.

The new members of the expanded Tourism Linkages Council include Chairman Adam Stewart, CEO of Sandals Resort International; Omar Robinson, President, Jamaica Hotel and Tourist Association; Andrene Collings, Director, MSME Office at the Ministry of Industry, Commerce, Agriculture and Fisheries; Peter Thompson, CEO, Rural Agricultural Development Authority; Christine Cohen, Owner of Spa Retreat Boutique Hotel; David Butler, CEO, Digicel; Kamal Bankay, Entertainment Consultant; Mauricio Pulido, CEO GB Energy Jamaica; Ronald McKay, President of the American Chamber of Commerce of Jamaica; and Anup Chandiram, President of the Duty Free Association of Jamaica.

JAMAICA: Tourism Ministry Instrumental In Achieving Growth

Newly appointed Minister of Tourism Edmund Bartlett hit the ground running on his first day in office today, by outlining the expectations of each division and entity under the new administration.

The minister noted that in keeping with the manifesto outlined by the Government, where prosperity and growth are key goals, the tourism industry will be instrumental in achieving growth targets.

Bartlett, who previously served as tourism minister from 2007-2011, stated that in the upcoming weeks, the Ministry of Tourism and its agencies would have to be carefully examined and key strategies employed to meet new objectives.

“In this new dispensation, growth is the mantra. Economic growth and development are the centerpieces of the new administration’s thrust. Tourism has to play a critical and vital role in this regard.

“We have to go beyond the two and three per cent growth we’ve had over the years and get into double digit growth,” he said.
In doing so, he noted that the ministry would focus on driving economic returns to the industry and earning more. “So we have to look at value added, greater partnerships with stakeholders, and driving new investments,” said Minister Bartlett.

In addition to the growth agenda, special attention will also be given to building human capital within tourism, the improvement of attractions and the positioning of Kingston as an ideal destination.

“We must diversify and expand the range of products that are offered. You won’t get the build-up in arrivals unless you give the people what they want,” said Bartlett. “Tourism is really about marketing to the passion points of the people. We have to build around those passions so as to drive the demographics that are required to get the earnings that the economy needs.”

The minister emphasized that he has seen a lot of positive work being done within the industry over the years. However, he urged staff members to note that a lot more can be done to ensure that the industry realizes its full potential.

“I am prepared to continue to build on the good work that has been done. The good thing about it is that tourism, over time, has had a succession of good work. Each administration seems to have built on the successes of the past, but this one has to be different,” stated Minister Bartlett.