The Jamaica Tourist Board (JTB) will launch the first in its series of “Fall Blitzes” in North America on October 29, in the northern city of Boston.
This was announced by Tourism Director Robert Stephens, in an address to delegates attending SuperClubs annual marketing and sales conference held at the Grand Lido Hotel, Negril on Thursday, October 4.
The Blitz, which will run until November 8, will see members of staff of the JTB, local hoteliers and representatives of other tourism enterprises visiting seven cities along the U.S. northeast coast and promoting Jamaica among leading travel agents and tour operators.
In an interview, Mr. Stephens said the delay in launching the blitz programme, is a deliberate strategy as many potential tourists had adopted a wait-and-see attitude to leisure travel due mainly to the Persial Gulf crisis.
Jamaica’s programme will therefore reach them just about the time they will be deciding about where to vacation for the winter, he said.
Earlier, Mr. Stephens told his audience that the perception in the marketplace that Jamaica is an all-inclusive destination is not necessarily a bad thing, as it “will force other segments of the accommodation sector to market themselves more aggressively.”
He told the all-inclusive SuperClub chain that they are on the right track and urged them to continue in the pursuit of excellence.
“You have a valuable and positive role to play. Our role at the Jamaica Tourist Board is to educate the marketplace that Jamaica is not just an all-inclusive destination,” Mr. Stephens said.
All-inclusive properties, he said, will need to adjust to the times and realize that current world trends in travel and tourism are towards family travel, culture tourism and ecotourism, with greater emphasis on the environment.
“As an all-inclusive chain, you will need to expose your visitors to the fact that Jamaica is much more than fabulous beaches and exotic foods. “We would like you the hoteliers, as hosts, to not just encourage our visitors to enjoy the island in its totality, but also to assist them to do so,” the Director said.
He commended the SuperClubs group for their “sterling support” of the JTB’s marketing programmes and congratulated them on their contribution to the success of Jamaica’s tourism industry.
SuperClubs are operators of Boscobel Beach Hotel and Couples in Ocho Rios; Jamaica Jamaica in Runaway Bay and Grand Lido and Hedonism II in Negril.
Photo caption: TOURISM MARKETING: Director of Tourism Mr. Robert Stephens (left) share some ideas on Marketing Jamaica’s tourism product abroad with (from left) Mr. Joey Issa, Resident Manager, Grand Lido; Mr. John Issa, chairman, SuperClubs and Mr. Jeff McKitty, General manager Boscobel Beach Hotel. Occasion was SuperClubs’ annual Sales and Marketing Conference held at the Grand Lido in Negril on Thursday October 4. Mt. Stephens commended the SuperClubs on their sterling support of the Jamaica Tourism Board’s marketing programmes and praised their contribution to the success of Jamaica’s tourism industry. SuperClubs are operators of Boscobel Beach Hotel, Couples, Jamaica Jamaica, Grand Lido and Hedonism II, all of which are all-inclusive properties.
Source: The Gleaner