The Ministry of Tourism and Entertainment is looking to maximise the economic potential of the country’s cultural product, through the staging of two major entertainment events.
The events, which will target locals as well as visitors to the island, are ‘90 Days of Summer’ and ‘Kingston in February’.
To be held from mid-May to mid-August each year, ‘90 Days of Summer’ will further position Jamaica as a unique destination, distinguishing the island from other markets offering sun, sea and sand.
“In capturing the brand essence of Jamaica, ‘90 Days of Summer’ will lend excitement and put a ribbon around the tourism product, providing news value, as well as a promotional and marketing hook,” said State Minister in the Ministry, Damion Crawford.
He was speaking on Tuesday, July 2, in his contribution to the 2013/14 Sectoral Debate in the House of Representatives.
Expected outcomes of this initiative include: increased visitor arrivals in off-peak period; increased tourism spend outside of single properties given the multiplier nature of entertainment events; increased coherence in the marketing and promotion of entertainment events (including sports, culinary/gastronomy etc.); and increased economic activities from entertainment events for local entrepreneurs.
Meanwhile ‘Kingston in February’ will streamline the activities that are currently sponsored by the Jamaica Tourist Board (JTB) and the Tourism Enhancement Fund (TEF) during Reggae Month.
Mr. Crawford said the aim is to attract more European tourists, who typically have longer stays on island and thereby substantially increase occupancy levels in Kingston during the period.
“In fact, February 2013 saw Kingston experiencing for the third straight year, an average decline of 2.5 per cent to reach 15,698 visitors of a total of 166,010 stopover arrivals that month,” he stated.
Kingston currently has an overall occupancy rate of 45 per cent during February.
Contact: Latonya Linton