Tourism minister leads delegation to ITB Berlin

Bartlett continues drive to grow visitor arrivals from Europe

Tourism Minister Edmund Bartlett will lead a Jamaican delegation to ITB Berlin, the world's largest travel trade show, March 5-9, 2008 in Messe, Berlin.

Completing the high-level delegation are, Carrole Guntley, director general in the Ministry of Tourism; John Lynch, chairman of the Jamaica Tourist Board (JTB) and Jamaica Vacations (JAMVAC) and Basil Smith, director of tourism.

Following the staging of the historic Tourism Outlook Seminar in Kingston, which brought together key private and public sector stakeholders within the industry, the tourism minister is upbeat about the prospects of meeting with international travel industry players and partners, and will use the opportunity to update them on Destination Jamaica.

Europe continues to be an important market for Jamaica with approximately 15 per cent of stop-over arrivals, second behind the United States, which accounts for 70 per cent of visitors to the island. Europeans, on average, spend longer vacation time in Jamaica than other visitors.

Minister Bartlett has stated repeatedly that any talk of double digit growth of between 10 and 15 per cent, must involve a plan for boosting tourist arrivals from Europe. Accordingly, the 'Chief Salesman' says Jamaica cannot afford to rely on the United States to supply the level of arrivals that the country seeks, "and Europe represents one of our best options for market diversification".

high level of interest

Jamaica Tourist Board's regional director in Europe, Pat Samuels, notes that this year's show is witnessing a high level of interest in Jamaica with approximately 50 appointments being arranged between purchasers and suppliers of the island's tourism sector. She points out that 18 Jamaican suppliers representing hotels, attractions and tour operators are participating in the show.

While in Berlin, Minister Bartlett and the Jamaican delegation is scheduled to meet with several European tour operators and travel agents, including representatives from emerging markets in Eastern Europe. The Tourism Minister will address journalists at a press breakfast on March 6, which is expected to have a wide cross section of representation from continental Europe.

Last year, just under 180,000 visitors attended the travel trade show which remains the leading business-to-business platform for the global tourism industry.