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The JLP will provide adequate financial support to marketing and advertising the tourist product, expand offerings of attractions to visitors and improve our infrastructure, especially in our resort towns.
Current Situation in Tourism
- Foreign exchange earnings from tourism fell 7% from US$1.33 billion to US$1.23 billion between 2000 and 2001.
- Average expenditure per person per night is lower by 5% from US$98 per person to US$93 per person between 2000 and 2001.
- Total visitor arrivals to Jamaica has decreased 5% from 2.23 million to 2.12 million between 2000 and 2001.
- Cruise ship passenger arrivals are down over 7% from 907,000 in 2000 to 840,000 in 2001.
- Average occupancy in hotels has fallen 4% from 58.5% to 56.1% between 2000 and 2001.
- The budget for overseas marketing by the Jamaica Tourist Board (less than US$18 million in the 2002/2003 budget) is inadequate.
- The allocation of funds of the Jamaica Tourist Board (US$32 million) between administration and marketing is inappropriate and needs to be focused more on marketing. The budget is the same as in the 1980s.
Current Situation in Tourism
- Tourism has too many bureaucratic agencies and organizations involved in the industry with insufficient streamlining and clear lines of accountability and responsibility.
- There is insufficient positive interaction between the public sector agencies (such as the JTB) and private sector organizations (such as the JHTA).
- Jamaica still has an insufficient number of quality attractions to keep visitors – especially cruise ship passengers – entertained and occupied.
- The infrastructure, particularly in tourist areas such as Negril, Montego Bay, Ocho Rios and Port Antonio, is in terrible condition.
- Harassment of visitors remains a major problem that requires greater attention and corrective action.
- Jamaica’s visitor base is still heavily reliant on North American visitors and there is insufficient effort to diversify our visitor profile.
- Small hotel owners are at a comparative disadvantage, especially in advertising.
Tourism Growth Plan
#1 Increase Jamaica’s advertising and marketing budget over the short term by up to 50% and put the budget on a 3-year rolling plan. This will provide certainty in advertising to attract additional visitors and increase occupancy levels from 55% to 70% to occupy idle rooms and put idle hands to work.
#2 Increase the capital budget for tourism to upgrade the infrastructure in tourism areas by dedicating a fixed percentage of tourism tax revenues for infrastructure upgrading projects.
#3 Launch a major programme with international tour operators and air charter companies to provide incentives to increase the airlift of visitors into Jamaica.
#4 Promote construction of new hotels by the private sector with 10,000 new rooms over the next 7 years.
#5 Develop and upgrade national heritage projects in joint venture partnerships as tourist attractions in cultural heritage parks in Kingston, SpanishTown, Seville, Port Antonio and the SouthCoast.
#6 Promote eco-tourism projects in tourism as hotel and attraction sites.
#7 Promote development of resorts for older age groups to take advantage of the ballooning growth of the older population.
#8 Actively promote the development of spas and other health care resorts.
#9 Promote development of stand-alone state-of-the-art convention centres
accommodating 2000-3000 participants and hotels to accommodate participants
in one location in similar grade rooms.
#10 Expand cruise shipping facilities and open new ports of call In strategic locations, particularly the SouthCoast.
#11 Strictly enforce anti-harassment programmes.
#12 Establish joint public-private civic councils (e.g., Gloucester Avenue association (including private sector, police, parish council and other representatives to address tourist harassment, garbage collection, and critical local concerns.
#13 Establish an island-wide programme to improve craft markets and other facilities in tourist towns.
#14 Build a by-pass road around Fern Gully and develop Fern Gully into an international botanical attraction (with heliconias, gingers, and other botanical varieties) with stops at local boutique restaurants and craft shops. The area would be spectacularly lit at night.
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