JIS News

Story Highlights

  • Director of Tourism, Paul Pennicook, says Jamaica is not satisfied with arrivals from traditional and emerging markets, and will be targeting new territories to fully maximise its tourism potential.
  • “For the Northern and Eastern European region, we have set our sights on Sweden, Norway, Denmark, Hungary, Finland, the Czech Republic and Poland,” he pointed out.
  • He said a quick look at travel to the Caribbean from those markets readily shows that Swedish travellers have been leading the way with the Dominican Republic and Cuba.

Director of Tourism, Paul Pennicook, says Jamaica is not satisfied with arrivals from traditional and emerging markets, and will be targeting new territories to fully maximise its tourism potential.

“For the Northern and Eastern European region, we have set our sights on Sweden, Norway, Denmark, Hungary, Finland, the Czech Republic and Poland,” he pointed out.

Mr. Pennicook also noted that focus will be placed on Latin American countries.

“These countries have strong economies and an appetite for exotic destinations and experiences that Jamaica offers,” he added.

The Director was addressing the 55th annual Jamaica Hotel and Tourist Association (JHTA) general meeting at the Sandals Ochi Beach Resort, Ocho Rios, St. Ann, on June 11.

He said a  quick look at travel to the Caribbean from those markets readily shows that Swedish travellers have been leading the way with the Dominican Republic and Cuba.

“Over 16,000 visitors from Poland arrived in Cuba in 2014, some 9,700 went to the Dominican Republic, while only 1,300 visited Jamaica. In the case of Poland, starting in December of this year, we will have a weekly charter from Warsaw into Montego Bay,” he noted.

Mr. Pennicook added that Asian countries, such as Japan, China and South Korea, will also be targeted, and there is every indication that Jamaica will do very well in these markets.

Mr. Pennicook said Jamaica will be making it easier for travellers from Latin America to visit the island. Countries targeted include Argentina, Brazil, Chile, Mexico, Colombia, Ecuador, Panama and Peru.

“According to the United Nations World Travel Organization (UNWTO) 2014 report, Mexico had over 90 million outbound travellers for that year, while Argentina and Brazil had 10 million and nine million, respectively,” he noted.