Make way for the ‘brothers and sisters’
Big push for African American tourists
FOR DECADES, tourism overseas interests have been frustratingly noting that Jamaica has not being doing enough to tap into the 35-million strong African American market.
According to them, the island, with its rich diverse culture and world-class attractions, has been “missing the boat” by “seemingly and foolishly” concentrating almost exclusively on an already-clustered and competitive “white-only market”.
Well, that appears likely to change!
Minister of Tourism Edmund Bartlett, who is currently on a European trip, told Hospitality Jamaica that the Jamaica Tourist Board (JTB) has been aggressively using social media and other promotional means to “make a strong push” for what he readily admits is a very lucrative, but vastly untapped market.
Bartlett added that in addition to booking advertising spots in the mainstream media, extra effort is being made to target minority groups.
“There is a vast African American market out there, along with other minority groups, that we need to capitalise on,” the tourism minister noted. “We need to appeal to their passion points. We need to get our message of being the friendliest and most relaxed destination in the region to their doorsteps.”
A United States Census Report shows the African American population at 34,658,190, representing over 12.3 per cent of the total amount of persons living within the continental USA.
Almost half (43 per cent) are homeowners, and nearly one quarter (23 per cent) hold bachelor’s degrees or higher from US universities. As consumers, African Americans spend over $500 billion annually, or a household average of $23,442. African Americans are also no longer rural. Eight-five per cent live in urban centres, mostly the top 20 metro areas. The African American median age is 30, some six years younger than the total US population.
MORE IMPROVEMENT NEEDED
Bartlett added that Jamaica’s share of the huge United States market, while showing signs of rapid improvement over the past year or so, is still too low and that a telling and more organised effort is being made in going after minority groups, including those with special needs.
Andrew Young, a former United States ambassador and former mayor of Atlanta, in a visit to Jamaica as guest of the St Ann Chamber of Commerce several years ago, raised the view then that the “vast and untapped” African American market could greatly enhance the tourism fortunes of Jamaica.
“The African American market, which is 35-million strong, is bigger than both Canada and Mexico,” Young pointed out. “If you put your ads where African Americans can see them, I guarantee you will start seeing results.”
United States Congresswoman Yvette Clarke, in a recent visit to Jamaica as guest of the Montego Chamber of Commerce, agreed. She pointed to the fact that a lot of Jamaicans are living in the United States and that they should be used as part of the marketing tool to infiltrate the African American market.
NEW OPPORTUNITIES
Bartlett, in noting that “persons travel to fulfil their passion,” is in full agreement with the US officials. “There are also a set of young people who travel all over the world to participate in activities such as city runs and other health activities. There are also persons with disabilities who simply want a place to go where they can relax and where people are nice and caring. These are new opportunities for us to build on our product,” he added.
The tourism minister said tourists usually have the innate desire to be pampered and that “there is no place in the world that does it better than Jamaica.
“We have an opportunity to go after these niche markets,” he added. “We have to ensure that we get our message out there in an effective way so people can understand that Jamaica is the place to feel all right. If this is done right, there is no telling what our growing potential could be.”
The African American community is also said to travel twice as often on packaged tours as the general population and they are led by the 2,500 travel planner members of the African American Travel Conference. This market is open to new destinations and they book with the travel industry suppliers they meet and build relationships with.