New JHTA Mobay Area Chapter Chair Outlines Priorities

Newly elected Chairperson of the Jamaica Hotel and Tourist Association (JHTA), Montego Bay Chapter, Kerry Ann Quallo Casserly, says she intends to work to ensure that the destination remains competitive and vibrant, while navigating the complex landscape of modern tourism.

Known as the country’s tourism capital, Montego Bay attracts millions of visitors each year, drawn by its stunning hotels, attractions and beaches, as well as its vibrant culture and rich history.

Speaking with JIS News following the recent Global Tourism Resilience Conference at the Princess Resort in Hanover, Mrs. Quallo Casserly said she sees her role as not only focused on maintaining Montego Bay’s status as a premier tourist destination but also ensuring that measures implemented in this regard align with Jamaica’s broader tourism strategy.

“This involves collaborating with stakeholders to promote sustainable tourism growth and enhances the visitor experience,” she noted.

The JHTA Area Chapter Chair emphasised the importance of keeping members informed about industry trends, opportunities, and challenges.

She said that the approach will involve monitoring tourism policies, lobbying for beneficial regulations, and helping local businesses navigate the often-complex regulatory landscape.

“Fostering collaboration between properties within my jurisdiction is crucial. This means organising meetings, training sessions and networking events to support industry growth and member engagement,” she noted.

Mrs. Quallo Casserly said the JHTA is keenly aware of the importance of adapting to changing consumer preferences, noting that travellers today are more conscious of their impact on the environment and the communities they visit.

This awareness, she argued, has prompted a shift towards sustainable tourism practices.

As such, she said, “We need to highlight our natural beauty, cultural heritage and commitment to sustainability to attract the modern traveller.”

“We must be willing to embrace change and think outside the box. This means exploring new technologies, enhancing the visitor experience, and finding creative solutions to ongoing challenges,” she added.

With the tourism sector continuously evolving, Mrs. Quallo Casserly, who is also the Regional Commercial Director of Sales for Jamaica at Royalton Blue Diamond Luxury Resorts, noted the need for a proactive approach to ensure that local businesses can adapt to the inevitable changes.

“Another of our key initiatives involves collaborating with the Jamaica Tourist Board (JTB) and other relevant entities to support marketing initiatives aimed at attracting tourists to the region. We must be innovative,” she said.

“The world is changing, and we need to present Montego Bay as a destination that offers unique experiences. That means leveraging digital marketing, highlighting local culture, and promoting sustainable practices.”

Mrs. Quallo Casserly, in the meantime, said that in the wake of the COVID-19 pandemic, the importance of crisis management has taken centre stage.

She said that the pandemic exposed vulnerabilities in the tourism sector and underscored the necessity for robust crisis management strategies.

“We can no longer afford to be reactive; we need to be proactive. Natural disasters, health crises, or reputational threats can significantly impact tourism in our region,” she pointed out.

“It’s about building a resilient tourism ecosystem that can withstand shocks and continue to thrive,” she added.

Mrs. Quallo Casserly further highlighted the importance of community engagement, noting that “tourism should benefit not just visitors but also the communities that host them. We need to ensure that local voices are heard in the decision-making process”.

Mrs. Quallo Casserly said that the challenges facing the tourism industry are not limited to external factors but also include internal dynamics within the sector.

“We must recognise the importance of fostering a sense of community among local tourism businesses where collaboration is key. We need to share best practices, learn from each other, and support one another.”