JTB Targets Golf as Strategic Growth Area

KINGSTON — Deputy Director, Jamaica Tourist Board (JTB), Jason Hall, says the agency has targeted the sport of golf as a strategic growth area, and as one of the key pillars of the integrated sports strategy, currently being developed in collaboration with the Ministry of Youth, Sports and Culture.

Speaking at the media launch for this year's 48th LIME Jamaica Golf Association (JGA) Jamaica Open Tournament, at the Jamaica Pegasus Hotel, New Kingston, on November 1, Mr. Hall said the JTB regards golf as a “very important aspect” of the overall tourism product.

"Not only because of the role it can play in attracting several thousand additional visitors to the island, but because golf attracts higher visitor expenditure and can also be a very useful tool to attract business and investments to our shores,” he contended.

The Deputy Director noted that the global value of golf tourism is estimated to be approximately US$17 billion. He further informed that data from industry experts showed that in 2007, Jamaica earned an estimated US$200 million from some 130,000 rounds of golf played by visitors to the island that year, adding that, “this in no way represents the full potential presented by the sport in Jamaica."

He argued that Jamaica is the perfect golf destination, presenting an advantageous mix of excellent weather year-round, various world class golf courses, proximity to North America, which is home to 32 million of the 60 million golfers worldwide, and all complemented by optimal airlift from cities across Canada and the United States.

Mr. Hall said that as the JTB moves to implement the integrated sports strategy with its partners, the agency will lend support for the re-introduction of major golfing events to the island.

"Jamaica enjoys one of the more enduring legacies of excellence in sports. At the same time, Jamaica is an internationally recognised tourist destination. This global brand recognition in these two fields, sports and tourism, combined with significant development in local sporting facilities, experience in staging international events and a rich natural and cultural heritage, place Jamaica in an advantageous position to boldly pursue a foothold in the sports tourism niche,” he said.

Over 70 local and overseas professional and amateur golfers will participate in the four-day Jamaica Open, from November 30 to December 3, at the Half Moon Hotel in Montego Bay, St. James.

By Douglas Mcintosh, JIS Reporter