Big boost for summer

Monique Hepburn,Hospitality Jamaica Writer

ALREADY RUNNING at a sluggish pace, the 2005 summer tourist season, which began on April 16, received a well-needed boost with the Jamaica Tourist Board's (JTB) resumption of advertising in major markets such as the United States.

"We have been back on television in the United States as of May 16 and overall the industry is well prepared for the season," said Paul Pennicook, director of tourism, in a recent interview with Hospitality Jamaica.

"We are working on major markets with a specific focus on the United Kingdom, Europe, the United States and the Caribbean for summer. We are also working with tour operators in various counties."

TURNAROUND EXPECTED

The JTB director said that an eight per cent growth target has been set for 2005 and that the board has done the necessary preparation to make the summer season, which ends on December 16, a success. Godfrey Dyer

An expectant Godfrey Dyer, president of the Jamaica Hotel and Tourist Association (JHTA), said that he is happy that the JTB has taken such a measure, and that such a move will significantly boost the local hotel and tourism sector.

"The hotels are very prepared for the summer season. Its start was looking a bit on the soft side but I am glad that the JTB is back with the ads," said Mr. Dyer.

Checks made with a number of hoteliers showed slow bookings, "The summer looks promising and it appears as if Negril will once again benefit from strong European business," said Evelyn Smith, director of marketing at Point Village Resort.

In the meantime, the 2004/2005 winter tourist season was hailed as a success and many hotels reported high occupancy levels. Mr. Pennicook said that one of the non-traditional highlights of the past season