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Minister of Tourism, Edmund Bartlett, has unveiled a three-year master plan for sustainable tourism development in Jamaica, which will entail aggressive marketing, investment and product development strategies to increase visitor arrivals and revenue to the industry.
The Minister, who was speaking at a luncheon meeting of the Jamaican American Chamber of Commerce in Manhattan, New York City yesterday (Oct. 16), mentioned improved targets in stopover and cruise passenger arrivals and a near 50 per cent increase in revenue from cruise passengers by the year 2010.
The targets, he said, are as a result of very careful discussions with a wide cross section of stakeholders in the hospitality industry, including the Jamaican Diaspora as clients and ambassadors.
"This is a large part of why we are here today; to do the team-talk with Jamaicans and friends of Jamaica. You are the ones who know that Jamaica is the greatest little country on earth. You need to know how the brand grows as we deliver on our promises to conquer new frontiers in tourism," he said.
According to the Tourism Minister, the master plan will be based on the M-E-C-C-A principle which entails: embracing an aggressive strategic marketing initiative to take the fullest advantage of the country's comparative and competitive edge; environmentally sensitive planning to avoid degradation of the natural product; cultural and heritage-based attractions; community-based development; and an all-inclusive concept for income generation and wealth sharing.
He said that each of the island's six resort areas will soon be undergoing some design makeover for a clear demonstration of uniqueness of each area, with enhanced security features using a mobile police station, through the Tourism Enhancement Fund (TEF).
A hospitality college to train all levels of the workforce is also part of the initiative, the Minister said, noting that the new tourism development plan will not just put Jamaicans to work, but will allow many persons to create their own jobs.
According to the Minister, much of the success of the plan will depend on collaboration with the culture and agriculture sectors and to a lesser extent, industry and commerce.
He invited support and participation in the development plans, noting that, "there is a new wave of enthusiasm at home, signaled by the warm reception to our plans and the demonstrated dedication of our partners in the process.
Minister Bartlett, who will be in New York until Thursday morning(Oct. 18), is accompanied by Basil Smith, Director of Tourism; Carole Guntley, Director General of the Tourism Ministry; and Tony King, Marketing Director for the Jamaica Tourist Board's New York office.
The Minister, who was speaking at a luncheon meeting of the Jamaican American Chamber of Commerce in Manhattan, New York City yesterday (Oct. 16), mentioned improved targets in stopover and cruise passenger arrivals and a near 50 per cent increase in revenue from cruise passengers by the year 2010.
The targets, he said, are as a result of very careful discussions with a wide cross section of stakeholders in the hospitality industry, including the Jamaican Diaspora as clients and ambassadors.
"This is a large part of why we are here today; to do the team-talk with Jamaicans and friends of Jamaica. You are the ones who know that Jamaica is the greatest little country on earth. You need to know how the brand grows as we deliver on our promises to conquer new frontiers in tourism," he said.
According to the Tourism Minister, the master plan will be based on the M-E-C-C-A principle which entails: embracing an aggressive strategic marketing initiative to take the fullest advantage of the country's comparative and competitive edge; environmentally sensitive planning to avoid degradation of the natural product; cultural and heritage-based attractions; community-based development; and an all-inclusive concept for income generation and wealth sharing.
He said that each of the island's six resort areas will soon be undergoing some design makeover for a clear demonstration of uniqueness of each area, with enhanced security features using a mobile police station, through the Tourism Enhancement Fund (TEF).
A hospitality college to train all levels of the workforce is also part of the initiative, the Minister said, noting that the new tourism development plan will not just put Jamaicans to work, but will allow many persons to create their own jobs.
According to the Minister, much of the success of the plan will depend on collaboration with the culture and agriculture sectors and to a lesser extent, industry and commerce.
He invited support and participation in the development plans, noting that, "there is a new wave of enthusiasm at home, signaled by the warm reception to our plans and the demonstrated dedication of our partners in the process.
Minister Bartlett, who will be in New York until Thursday morning(Oct. 18), is accompanied by Basil Smith, Director of Tourism; Carole Guntley, Director General of the Tourism Ministry; and Tony King, Marketing Director for the Jamaica Tourist Board's New York office.
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