JIS News

Tourism Minister, Hon. Edmund Bartlett, has said that Jamaica’s overwhelming presence at the 12th International Association of Athletics Federations (IAAF) World Athletics Championships, currently underway in Berlin, Germany, is exactly what the country’s tourism industry needs, in order to improve visitor arrivals from that European nation.
Minister Bartlett arrived in Berlin on Thursday (Aug. 13) and has been busy meeting with tourism partners and stakeholders, seeking to capitalise on the terrific buzz surrounding Jamaica’s team at the Championships.
He told JIS news that: “You get the feeling that this World Championships is about Jamaica versus the rest. Of course, the big showdown is between Usain Bolt and Tyson Gay, and we are excited about it. We think that this experience in Berlin offers great synergies for tourism, and we intend to explore and exploit it.”
Mr. Bartlett said Germany was growing steadily and presented endless possibilities for Jamaica. “Germany is a very important market for us. It has indicated that it is the growth centre for our tourism at this time. For the first six months of the year, it has shown growth of six per cent in tourist arrivals to Jamaica, which is better than the rest of Europe, including the UK.”
“The fact is that Germany’s economy is the strongest in Europe at this time, and Jamaica has had a strong historic link with Germany. We are utilising the relationships we have with our partners and stakeholders here, including tour operators, TUI, and sportswear giants, Puma, who are well known to most Jamaicans. We will be collaborating on major promotions in the city over the coming week including storefront activities and we will be hosting over 100 tour operators at various main events, including the 100 metres finals for men and women, and the 4X100 relays. Essentially, we are utilising the power of Jamaica’s athletes here to drive the country’s presence in the German market, and we are anticipating very rich rewards,” he stated optimistically
On the team’s prospects in competition, Minister Bartlett said he expected a haul of about six gold medals. “I don’t think we’ll do any worse than Beijing, but I am open to all sorts of possibilities,” he added.

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