Jamaica – a diverse destination
Although predominantly an all-inclusive destination, Jamaica is anxious to showcase its diversity and growth in European Plan (EP) resorts, and this will be at the forefront of the upcoming Jamaica Product Exchange (JAPEX).
Set to take place September 24-26, JAPEX will be held at the Montego Bay Convention Centre, which is expected to receive a multi-million dollar facelift to meet both JAPEX and the United Nations World Tourism Organisation conference.
Already, some 30 buyers, mainly from the USA and Canada, have signed up to do business at this year’s event, says president of the Jamaica Hotel and Tourist Association (JHTA), Omar Robinson. While some 70 supplier companies, representing hotels, attractions and Destination Management Company (DMC) are confirmed to attend so far.
Both the JHTA and the Jamaica Tourist Board (JTB) are hosting the tourism event, which has become one of the leading travel industry programmes in the region.
“We have also sent out invitations to MICE (Meeting and Incentive) planners and are working with the Jamaica Tourist Board to see if we can convince some of the players from the emerging markets,” Robinson told
Hospitality Jamaica on Sunday. As is normal, the event will have over 100 travel agents, who will walk the floor over the two-day period, revealed Robinson.
SHOWCASE IMPROVEMENTS
JAPEX, he said showcases what the island has to offer, “it is a chance to showcase the improvements in the product, we have hotels that have added new rooms, new restaurants and new and upgraded attractions”, he stated, adding that the trade show provides a platform for the small properties to interact with tour operators and travel agents, who they otherwise would not be able to access, because of the expense of travelling overseas to meet them.
“We also get an opportunity to showcase the diversity of the product, and show that although we are perceived as an all-inclusive destination, we are still a diverse destination that can satisfy the varied tastes of a diverse clientele.”
Eighty per cent of Jamaica’s resorts are all-inclusive, however, there is a growing the EP market, and it’s a good time for Jamaica.
Christopher Issa of Spanish Court in Kingston is constructing a sister property on the Hip Strip, Gloucester Avenue, the Sandals Group has broken ground for a Marriott and Joe Bagdonovich is building the Renfrew in Kingston.
“There is still a demand for EP, the growth here will generate some rejuvenation in the restaurants, night clubs,” argues Robinson pointing out that the reopening of the former Carol Cliff, is an indication that EP supports sustainability.
“That sustainability can only happen with EP properties opening and remaining open,” he stated.
One of the many assets Jamaica is renowned for, is its hundreds of attractions. When compared to other Caribbean destinations in the region, the island has a wider array. The buyers attending JAPEX will get an opportunity to experience aspects of this, said Robinson
Held annually, JAPEX was last held year April, however, the trade show was moved to September, which the JHTA says is the best month to get greater participation of the international trade.