Jamaica Targets Emerging Markets To Grow Tourism

Jamaica attracts more than one million visitors to its shores every year and a majority of these are from developed economies such as the USA, UK, Canada and several European countries. The country has now set a target of attracting two million visitors every year. To promote tourism on the island, the Jamaica Tourist Board now plans to tap the emerging economies of the world. This was made clear by Tourism Minister Edmund Bartlett in the annual World Travel Market which was held in London between 7 and 10 November.

Addressing the Pacific Area Writers Association (PATWA) international seminar on “Travel and Tourism: Need for a Survival Plan in Turbulent Times” at the World Travel Market, Minister Bartlett said that the time was ripe to target emerging economies, such as Brazil, Russia, India and China (BRIC) as their growth rate would ultimately surpass the growth rate of developed economies in the United States, Japan, Germany, United Kingdom, France and Italy.

Studies show that emerging markets are forecast to grow in the BRIC region to the tune of nine percent this year, compared with five percent for developed economies.

Bartlett said that they were now going to concentrate on these emerging markets as they comprised over half the world’s population. Given the furious pace at which they were expanding, they would also create a significant impact on global travel. Expressing his views he said: “It is imperative that we take stock of the changing face of global travel and tourism and strategize to capitalize on these trends…Being able to change the architecture of our own tourism product and the way we position our destination is what equates to survival.”

Bartlett also pointed out that these emerging markets also have the highest rates of engagement on the Internet, which was why the JTB had implemented a comprehensive online marketing campaign and was making greater use of social media to deliver the message directly to prospective travellers in these areas.

Jamaica was voted the leading destination in the Caribbean. With the High Season fast approaching, Jamaicans are hopeful that the interest generated with this recognition would translate into more business for them. Indeed, rentals in Jamaica, be it private Jamaica villas, cottages or Jamaica apartments are all set to attract visitors with competitive rates and great services. Mysilversands offers the most competitive rates on accommodation in Jamaica, backed with a best price guarantee.