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    Story Highlights

    • Director of Tourism, Paul Pennicook, has called on the public and private sectors in Jamaica and the Caribbean region to collaborate, in order for the respective countries to maximize the social and economic benefits from tourism.
    • Mr. Pennicook was addressing the opening of the annual two-day Tourism Outlook Seminar, held at the Montego Bay Convention Centre, in Rose Hall, on November 20.
    • The Director argued that any examination of tourism and its impact ought to take into account its multiplier effect, with the industry creating jobs and driving business growth, while at the same time, enhancing the local and national economies, due to its strong linkages.

    Director of Tourism, Paul Pennicook, has called on the public and private sectors in Jamaica and the Caribbean region to collaborate, in order for the respective countries to maximize the social and economic benefits from tourism.

    “The tourism industry is vital to the entire Caribbean region as its impact is staggering and we have seen this globally as well as regionally. The link between tourism and other sectors is particularly evident when business is slow.  When tourism is down, fewer purchases are made, fewer things are consumed and therefore expenditure decreases, so it is in everybody’s interest to keep tourism growing,” he said.

    Mr. Pennicook was addressing the opening of the annual two-day Tourism Outlook Seminar, held at the Montego Bay Convention Centre, in Rose Hall, on November 20. The theme of the seminar is: ‘Partnering for prosperity … the changing face of destination marketing’.

    The Director argued that any examination of tourism and its impact ought to take into account its multiplier effect, with the industry creating jobs and driving business growth, while at the same time, enhancing the local and national economies, due to its strong linkages.

    “By its very nature, the industry depends on goods and services, such as transportation, food, fuel, water, electricity, craft, tour services and entertainment.  These linkages have always had positive economic impacts on the country, due to the money spent in the sector.  The industry also contributes significantly to government revenues in the form of sales, business, corporate, personal, departure and import levies,” Mr. Pennicook pointed out.

    He said the impact of tourism is far reaching and it is important that while countries seek to maximize the benefits, this is done in a responsible manner.

    “Building a reputation and showcasing your commitment to sustainability is important in order to maximize the benefits from the industry.  Whether it is economic or social, care ought to be taken to ensure that there is an awareness and understanding of the environment as well as the local culture,” the Director emphasized.

    He said that while the island has long been a popular destination in the region, it is imperative that players in the industry keep pace with the technological changes and the current market trends, in order to maintain their competitive advantage.

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