Record-breaking year for Jamaican tourism in 2003
The tourism industry in Jamaica had a record-breaking year in 2003 particularly in the area of cruise ship passenger arrivals, according to Michael Muirhead, executive director of the Tourism Product Development Company Limited (TPDCo). He said that the figures showed a 30.9 percent increase in cruise passenger arrivals in 2003, over the previous year, with the country welcoming more than 1.13 million cruise passengers.
Mr. Muirhead pointed out that it was the first time in history that Jamaica had exceeded the one-million mark in visitor arrivals for a one-year period. He also observed that the country had another first when cruise ships were docked in every Jamaican port with concurrent arrivals in Kingston, Port Antonio, Montego Bay and Ocho Rios.
The executive director also disclosed that stop-over arrivals for 2003 increased by 6.6 percent and gross foreign exchange earnings were up by 11 percent over the previous year.
Pointing out that the indications also looked positive for this year, Mr. Muirhead said, “already 2004 is shaping up to be another record-breaking year, with visitors spending reportedly said to be up by two percen.t”
He said that impending investments in the sector, as announced by the government, would further propel the industry. This, he said, included some 13 new hotels, which were to come on stream, accounting for some 5,000 additional rooms and creating a projected 10,000 jobs.
“These are major developments which signify a high level of confidence in the tourism sector and the sector is now a serious driver in the national economy,” he stated.
The TPDCo executive director dismissed the notion that the sector was doing well because of instability elsewhere and Jamaica was seen as a less risky destination. “I do not for one minute agree that last year’s performance and the positive trends we are already witnessing this year are by virtue of pure luck and coincidence and due to the misfortune of others,” he said.
Mr. Muirhead attributed the improvement in the sector to a strategic plan and intensified marketing and promotion efforts by a newly restructured Jamaica Tourist Board, combined with the work of other players in the private sector.
He said that the 10-year Tourism Master Plan, commissioned by the Ministry of Industry and Tourism was also another reason why the sector was doing so well. He stressed that, “some of positive signs we are seeing today are a result of the focus and direction that the Master Plan has given the sector”.
The TPDCo head noted that despite a record year performance by the sector, there was still more work to be done. “The Tourism Master Plan has set a target of 2.2 million stop-over visitors and a similar number of cruise ship passengers by the year 2010. It is envisaged that there will be a significant increase in visitor spending beyond the 2002 figure of US$92 per visitor per night for stop-over visitors and US$81 per visitor per cruise passenger,” he informed.
Mr. Muirhead mentioned that other Caribbean countries were ahead of Jamaica such as the Bahamas. He said that the Bahamas figures in 2000 showed that stop-over visitors spent in excess of US$160 per person. He added that this figure however, included transportation and inter-island transportation and other prepaid packages.
He however, noted that the vision of building a sustainable product and enhanced visitor experience called for a diversity in the product offerings in terms of the range of accommodations, attractions and services.
“Our attractions and services must be based on our rich cultural heritage and natural assets and our accommodation range must be expanded by the addition of international chains giving us five-star quality hotels as well as raising standards in small hotels, villas apartments and introducing bed and breakfast operations,” he pointed out.
This, he said, was being encouraged by the Ministry, which was currently offering attractive incentives in the sector.
Caribbean Net News
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May 25, 2004
Posted in: Caribbean