Bartlett tells Calgary advisors that Jamaica’s people are its greatest attraction
Edmund Bartlett, Jamaica’s Minister of Tourism, has challenged travel advisors in Calgary to look beyond Jamaica’s world famous beaches and natural attractions when selling the destination, underscoring that the warmth of its people and the lasting relationships they build with visitors remain the island’s greatest competitive advantage.
Bartlett addressed travel advisors and tourism stakeholders in Calgary recently, highlighting Jamaica’s distinctive cultural identity, the strength of its Canadian connections and the importance of travel professionals in translating the destination’s authentic appeal into meaningful visitor experiences.
“Primarily, it is because of the people of Jamaica. Our people are, in fact, the iconic attraction in Jamaica,” Minister Bartlett declared, pointing to the personal connections that encourage travellers to return to the island year after year.
He also noted that Jamaica’s reported repeat-visitor rate of approximately 42 per cent reflects the powerful relationships visitors establish with Jamaicans throughout their stay, from hotel and villa employees to restaurant workers, transportation providers and tour operators.
And the Minister argued that this human connection is what distinguishes Jamaica in an increasingly competitive global tourism marketplace and provides travel advisors with a compelling story to share with prospective visitors. “There’s a little piece of you in Jamaica just waiting to be connected,” the Minister said, highlighting the destination’s ability to make visitors feel a sense of belonging.
He also underscored the longstanding relationship between Jamaica and Canada, noting that the two countries share important connections through migration, culture, food and generations of personal relationships.
And the Minister encouraged travel advisors to use these connections to deepen Canadian travellers’ appreciation of Jamaica, positioning the destination not simply as a place for relaxation, but as an island where visitors can discover meaningful cultural, culinary and personal experiences. He highlighted that this will be critical as they sell Jamaica by converting 400,000 winter seats to bookings over the period.
Director of Tourism, Donovan White observed that: “For travel advisors, the opportunity lies in connecting travellers with the experiences that best reflect their interests while communicating the authentic Jamaican spirit that makes each visit memorable.”
Minister Bartlett’s message also reinforced the importance of destination storytelling and the role of travel advisors as trusted ambassadors who can help travellers discover Jamaica through the eyes of its people.
Angella Bennett, Regional Director, Canada, pointed out that: “Our engagement with Calgary’s travel trade underscores the importance of Canada as a strategic partner in Jamaica’s tourism development and the contribution of travel advisors in connecting Canadian travellers with the island.”
The Minister emphasized that Jamaica’s greatest strength is not limited to what visitors see, but is equally defined by how they feel, the relationships they establish and the memories they carry home.
Go to www.visitjamaica.com for more.
