Ja’s sports tourism offerings augment destination’s appeal
SPORTING EVENTS form a bona fide part of the Jamaica Tourist Board’s (JTB) strategy in promoting Destination Jamaica. Marketing the island is a dynamic undertaking and the Ministry of Tourism’s plan to strengthen sports and entertainment provides added impetus to the JTB’s promotional efforts.
The events on offer add to the appeal of the island as the ideal destination for sports tourism. As the sporting capital of the Caribbean, Jamaica continues to celebrate the superb talents of her athletes in diverse events. As such, sport is a formidable attraction for visitors to the island, as players and sports enthusiasts alike travel far and wide to enjoy their sport of choice.
Sports tourism is open to all, from amateurs to professional athletes, from fans to trainers and coaches. Events feature international championship competitions, friendly games and training camps. The common thread that connects all attendees is the love of the sport while relaxing and enjoying their vacation.
TRADITIONAL SPORTS
Jamaica has made her name in traditional sports such as track and field, netball, cricket and football. But more and more, the island is holding her own in non-traditional sports like surfing, Tae kwon do, rugby, basketball, diving, beach volleyball and gymnastics. In addition to the positive attention the island already receives from traditional sports, the foray into these events has significantly increased the attractiveness of Jamaica as a sports tourism destination. “The continued extraordinary performances of our athletes create the perfect opportunity for us to leverage the unique attributes of Destination Jamaica to a very captive audience. We have the enviable privilege of being the home of the fastest man alive. The fantastic work of our athletes has opened doors for us as a tourist destination,” said Director of Tourism Paul Pennicook. The island plays host as the venue of choice for several international competitions. For example, since 2007, the Makka Pro Surfing Competition serves as a final leg in the Caribbean Champion Tri-Nation competition. In 2013, Rally Jamaica hosted the final leg of the NACAM Rally championship series. Also, in 2014 the Montego Bay Convention Centre was the venue for the International Taekwondo Federation World Cup. Likewise, the first and second rounds of Women’s Beach Volleyball Olympic for the Rio Olympics as well as numerous qualifiers for the FIFA World Cup were held on the island. In addition to the family members and spectators who visit the island to enjoy the events, these occasions also attract a large contingency of internationally renowned media, which provide added exposure on Jamaica’s image as a sport destination.
HOSTING FACILITIES
The physical infrastructure and the international accreditation of Jamaicans in various disciplines make Jamaica a very attractive destination to host sporting events. Pennicook said: “Jamaica is definitely a destination for sports tourism as we boast stellar facilities that nurture and empower athletes. Facilities like those at the University of the West Indies, Mona; the University of Technology and the G.C. Foster College of Physical Education and Sport, the first in the English-speaking Caribbean. Additionally, the National Stadium features worldclass track and field and football amenities. Jamaicans and international athletes alike love to train and perform in Jamaica.”
Upcoming events include the JSP High Mountain Coffee 10K Road Race, Jamaica Fat Tyre Festival, 14 Rivers Challenge (kayaking) and Kingston City Run. To enjoy the spills and thrills of the island’s sport offerings, see www.visitjamaica.com for details.