Marketing a 'Unique Jamaican' experience

'Many of today's travellers want no glitter, no glitz, no fanfare - just pure, simple enjoyment.'

It's been here all along - sand, sea, flora and fauna, exotic cuisine, art and craft - the elements that make for a unique Jamaican experience.

But, a traditional emphasis on sun and sea at resorts around the world somehow eclipsed our other special characteristics in years past.

Unique Jamaica, a cluster of over 70 companies in the hospitality and tourism industry, is determined to change that. So far, they are doing pretty well.

As Millicent Lynch, chair of Unique Jamaica explains, "Unique Jamaica is focused on promoting the real Jamaica which Jamaicans appreciate and experience everyday."

showcasing the essence of Jamaica

She said that, "With today's emphasis on the natural, environmentally-sound, and unexplored, the special packages designed to showcase the essence of Jamaica are finding a ready market among visitors and locals alike."

Unique Jamaica packages offer a choice of hotels, attractions and specialised tours that take the traveller "off the beaten track".

"The Land of Look Behind, Cockpit Country Tours, donkey rides, jerk pit trails and simple community pursuits", Lynch said, are among the more popular activities being enjoyed by Unique Jamaica guests.

These, combined with "Jamaica's white sand beaches, majestic mountains, pulsating reggae music are what make Jamaica unique and special", she explained.

Noting that, "Many of today's travellers want no glitter, no glitz, no fanfare - just pure, simple enjoyment", Mrs. Lynch said that Unique Jamaica boasts "a network of travel/tourism companies including hotels, restaurants, attractions, tour operators, transportation companies and media outlets, which have united their efforts to deliver an authentic travel experience to the nature/culture/adventure traveller."

Only last month, Unique Jamaica reported some success with the bed and breakfast accommodations they were mandated to market for ICC Cricket World Cup.

With rates as low as US$54 per night, these accommodations proved popular with cricket visitors who have been singing the praises of their host families and the facilities provided.

niche markets

Working under the auspices of the Jamaica Exporters Association Cluster Competitiveness Project, Unique Jamaica caters to the niche markets: soft adventure, culinary and aesthetic experiences and heritage and culture.

Tailor-made packages include activities like hiking, birding in the Blue Mountains, food festivals and reggae music concerts and classical folk dance.

"At the heart of Unique Jamaica is a commitment to responsible tourism which supports local community efforts and a keen interest in environmentally friendly tourism which conserves Jamaica's natural resources", Ms. Lynch explained.