Marketing assignment on: Analysis on Tourism in Jamaica

Introduction:

For its scenic beauty and for its gifted islands, Jamaica has been favored as a tourist destination and has always enjoyed edge over other Caribbean competitors in travel and tourism. However, in recent times due to lower growth rate of tourism sector, it is being considered as mature market destination. The current report evaluates the overall tourism environment of the nation and proposes strategies to rejuvenate its current status as mature mass tourism destination.

Internal and External Assessment of Tourism in Jamaica

State of Inbound Tourism in Jamaica

 The tourism and travel started with a bang in Jamaica in late nineteenth to early twentieth century. Two factors that led to this development were systematic effort of the government to promote the industry and establishment of hotels by private investors. The growing economy of United States poured good number of visitors in Jamaica which helped in further growth. The number of visitors have moved up and up from then. In 2003 the total of visitor arrival was 24.8 lacs which rose to 27.5 lacs in 2009 (Jamaica Tourist Board n.d.) Over last few years the arrival figures showed a growth of 2 to 3% (Caribbean Journal 2012).

The main attraction for tourists in Jamaica consists of cultural, eco-tourism, arial, aquatic, recreational and environmental facilities.  Cruise tourism is very much in demand Jamaica and accounts for than 35% of total arrivals. Majority of visitors in Jamaica are from United States itself which is followed by U. K, Canada and Europe.

Commitment of Jamaican Government to Tourism

Tourism Plan

To promote its tourism Jamaican parliament passed an act in 2004 known as “Tourism enhancement Act” for the establishment of a fund which is generated by collection of small fees from incoming airlines and cruises. The government also formed a tourism master plan which provides the framework for TEF (Tourism enhancement fund) through which it encourages

Overall tourist experience of the island also provides plans for tourism development.  Recently, government has taken steps to redirect its focus towards judicious utilization of this fund in promoting only tourism because in past these fund has been used in other activities (Caribbean Journal 2012). To add thrust to the tourism promotion the government also established an association called Jamaican Hotel and tourist association (JHTA) with the aim to promote hospitality. Currently, Jamaica has more than 30,000 of room-stocks and they offer round the clock services and excellent facilities. 

Tourism Product and Key attractions

The tourism product is developed and guided under Tourism Product Development Company (TPDCo.) whose main responsibility is to enhance the national income. The tourist attraction in Jamaica revolves around six places, i.e. Kingston which is also known as Heartbeat of Jamaica for being Government and commerce epicenter, Montego Bay which is famous for its physical beauty and man-made luxury of golf course and resorts, Negril is another favorite visitors spot for its beaches and resorts, Ochio Rios is in demand for its waterfall and beaches, South cost offers visitors delicious seafood cousin and welcomes them with its beautiful beaches, Port Antonio’s picturesque landscape makes visitors fall  for it again and again (Visit Jamaica n.d.).

The attraction and tour in Jamaica is taken care by AJAL (Association of Jamaica attraction limited). AJAL provides its visitors several packages to enjoy their tour. The offer ranges from Botanical garden and plantation tour to natural adventures tours to historical experiences to river rafting to waterfall, water sports, beaches and cruises. For visitor who love the nature, Jamaica offers them 252 species of bird , 200 species of orchids, 500 species of fern and 50 species of coral .The dining in Jamaica offers cuisines from all over the world like Chinese, Continental, East Indian and American .The entertainment event that attract tourist consists of dance, folks, dramas and songs.

Transportation Analysis

Many airlines provide their service to the island and there are chartered arrivals as well. United States, Caribbean, United Kingdom, Canada and Europe have a very good connectivity with Jamaica. Air transport constitutes of about two third of all arrivals which is then followed by cruise and then road transport. There are three international airports one is based at Kingston (Norman Manley International) second in Ocho Rios(Ian Fleming International airport) and third in  Montego Bay (Sangster International), Montego Bay also has one private jet center and four aerodromes. Modern port and shipping facilities are also very developed here. Jamaica has very extensive road connectivity with well-developed highways

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