Mayor Says St. Ann Well Positioned to Expand Tourism Offerings Through Sports

The parish of St. Ann is well positioned to expand its tourism offerings through sports, with golf presenting opportunities for economic growth and the development of new athletic talent, says Mayor of St. Ann’s Bay, Councillor Michael Belnavis.

Speaking to JIS News following the 22nd staging of the Sandals USA Travel Advisors Golf Tournament, from September 9 to 13, which brought together travel professionals from the United States to experience Jamaica’s golf and wider tourism offerings, Mr. Belnavis said this direct exposure benefits Jamaica, because travel advisors can market the country based on their own experiences.

“It also means that the tourism product will benefit because those individuals who are here are all travel advisors,” he said, describing them as “the eyes and ears” of the destination.

The two-day event attracted 100 golfers across 25 teams, including 80 travel advisors participating for the first time, and 20 returning high-producing advisors.

The tournament gave USA-based travel advisors an opportunity to experience Jamaica first-hand, including its golf courses and resorts, while gaining knowledge they could use to promote the destination and Sandals properties to their clients.

Mayor Belnavis said hosting the tournament also demonstrates St. Ann’s potential to accommodate sports tourism, particularly as Ocho Rios continues to experience strong tourism activity.

Mr. Belnavis believes golf could further broaden the parish’s sporting opportunities while creating a pathway for Jamaicans with athletic ability to pursue a sport with significant earning potential. “Golf is a very bankable sport,” he said.

“Golfers get a lot of money, so it’s an opportunity for some of our people to really get involved in something that you can make big money from,” the Mayor added, noting that Jamaica’s strong sporting culture could support the development of golf alongside more established disciplines, such as football and track and field.

He commended Sandals for its contribution to the tourism industry, saying the company is “really taking charge of the tourism product” and working to elevate its quality and standards.

Mr. Belnavis also pointed to the Sandals Foundation as an important part of the tournament’s community impact, particularly through its Care for Kids programme.

This year, the charitable component of the tournament raised US$4,875 for the programme, which introduces young people to golf while supporting their education, mentorship and development of life skills.

Among the programme’s young golfers are 14-year-old Cavani James and 13-year-old Cavar Davis, who were introduced to the sport through a school activity before being invited to continue training after coaches identified their potential.

Cavani said the sport has helped him develop patience and focus, qualities he believes are equally important in everyday life.

The youngsters also credited the programme with supporting their education and exposing them to opportunities through golf. They encouraged other Jamaican children to try the sport, which they said remains less familiar locally than football and cricket.

National Manager of Golf Sales at Unique Vacations, Jake Coldiron, said the tournament continues to evolve, pointing to increased participation in golf and higher contributions to the Care for Kids initiative.

Meanwhile, Executive Vice President of Sales and Marketing at Unique Vacations, Gary C. Sadler, said the experience gained by travel advisors is central to their ability to market Jamaica effectively.

He explained that advisors who have personally experienced the destination, from its food and attractions to its golf and resort offerings, are better equipped to give clients informed recommendations.

Mr. Sadler said Sandals is also pursuing niche markets as part of efforts to keep its hotels occupied and contribute to Jamaica’s economic recovery.

“Sandals is a Jamaican company, and we don’t have a choice in ensuring that all the hotels continue to be full,” he said. “We have to help Jamaica to rebuild,” he added.

For members of the winning Team Nicklaus, the tournament provided both a competitive experience and an opportunity to deepen their knowledge of Jamaica.

Travel advisor, Lauren Rotureau, said the team enjoyed the competition while keeping its professional purpose in focus.

“We’re here having fun but at the end of the day, it’s really about showing our clients what Sandals and what Jamaica has to offer,” she said.

Teammate Megan Sams said Sandals’ ongoing training also gives travel advisors current information that helps them better serve their clients.

“Getting the most recent updates to be able to share that with our clients is what really sets us apart,” she said.

For James Rotureau, winning alongside friends made the achievement even more meaningful.

“Winning as friends also was a great experience,” he said, adding that the team looks forward to defending its title at next year’s global event.