Windfall expected for winter season

Janet Silvera, Hospitality Jamaica Writer

ALTHOUGH PORT Antonio is challenged with the lack of diversity in its attractions, an estimated 10,000 cruise ship passengers are expected to visit the resort town this winter tourist season.

Dubbed 'Little Hollywood' because of its pictureque beauty and the number of movies that have been filmed there, Port Antonio is set to receive 13 cruise ships as of December 15.

"Basically, we have been working for a good four and a half years targeting the Boutique cruise lines," William Tatham, vice-president of cruise shipping and marine operations at the Port Authority of Jamaica (PAJ) told Hospitality Jamaica.

The Port Antonio Marina abuzz with activity

Boutique cruise lines do extended stays and don't necessarily do weekly cruises. Most Boutique liners carry from 250-650 passengers per cruise.

According to Mr. Tatham it is more challenging for the cruise lines to dock in Port Antonio which can only accommodate vessels up to 650 ft in length.

"Whereas, Ocho Rios and Montego Bay don't have that same type of restriction," added the cruise ship expert.

He is, however, pleased with the renewed interest in the resort town, "The cruise ship side of the business will re-introduce brand Port Antonio into the mindset," he promised.

He said research has shown that Port Antonio has a greater appeal to Europeans, so he is hoping this will translate into land-based business.

The average cruise ship passenger is estimated to spend between US$80-US$100 in each port.

DEVELOPING FACILITIES

In preparation for the windfall, efforts are currently under way to improve and develop facilities and attractions in the parish ­ some of which have fallen into disrepair over time.

Leading this initiative is the Tourism Product Development Company Ltd. (TPDCo), in conjunction with local authorities in the parish.

TPDCo, as the agency responsible for transforming and enhancing the tourism product, outlined its plans to facilitate the development of Portland as a model resort town at a press conference held at the company's head office on Knutsford Boulevard in Kingston recently.

Chairperson of TPDCo, Audrey Marks, and Executive Director, Michael Muirhead, highlighted the efforts TPDCo has made to build relationships with the local authorities in the parish to ensure Portland's future sustainability as a resort area.

In this regard, Ms. Marks said that the plan includes: the improvement of major attractions throughout the parish; the erection of appropriate signage at major entrances to the towns, roadways, at attractions and places of interest; the establishment of information kiosks for visitors; the development of brochures, video clips, and other marketing materials to promote the attractions in the parish, the collaboration with the Port Authority and the Jamaica Tourist Board (JTB) to promote the town locally and internationally; the training of local residents as tour guides and tourism ambassadors; and the building of relationships with the relevant agencies, local authorities, and stakeholders in the community to facilitate improvement, build commitment, and create ownership.

Stressing the importance of a sustained long-term initiative in the parish, Ms. Marks said the emphasis on developing Portland has multiple benefits and will not only improve the overall visitor experience but will also provide a greater economic benefit for the people of Portland. Continuing she said when the right facilities are in place, tourist spending is encouraged.