JIS News

Story Highlights

  • The Jamaica Tourist Board (JTB) is developing a new and fully integrated website as part of efforts to fulfil the needs of emerging tourism market sources globally.
  • The website forms part of the JTB’s overall strategy to compete in the ever- changing global marketplace as well as plans by the management to re-engineer the entity and its methods of marketing and promoting Jamaica as a destination.
  • It is also consistent with the Tourism Ministry’s focus on ‘smart tourism’, which targets increased reliance on information and communications technology (ICT) to market destinations and manage content distribution.

The Jamaica Tourist Board (JTB) is developing a new and fully integrated website as part of efforts to fulfil the needs of emerging tourism market sources globally.

The website forms part of the JTB’s overall strategy to compete in the ever- changing global marketplace as well as plans by the management to re-engineer the entity and its methods of marketing and promoting Jamaica as a destination.

It is also consistent with the Tourism Ministry’s focus on ‘smart tourism’, which targets increased reliance on information and communications technology (ICT) to market destinations and manage content distribution.

“This new data-rich, social media integrated digital platform will revolve on a single axis that provides global access to the destination (Jamaica) 24/7. The site will (also) be powered by Google,” the JTB told JIS News in a statement.

“It (website) will also host and promote all aspects of the destination and provide real-time access and content to tour operators and travel agents globally to be more efficient in selling Jamaica,” the statement continued.

The website will feature a customer relationship management tool to manage in real time the performance of the more than 50,000 registered travel agents, who sell the destination daily.

It is expected that the return on investment of this integrated tool will be the ability to advertise the destination and manage content distribution in a more precise and geo-targeted way, allowing more value to be extracted from advertising than ever before.