JAPAN and the WORLD Magazine JANUARY ISSUE 2016 #Issue 14 | Page 90

JAMAICA
THE WORLD
INTERVIEW
JAMAICA‘S TOURISM INDUSTRY IN ACTION!
今、 ジャマイカの旅行業が熱い注目！
MR. PAUL PENNICOOK
DIRECTOR OF THE JAMAICA TOURIST BOARD (JTB)
Paul Pennicook returned to the
Jamaica Tourist Board (JTB) in July
2014 as the country’s Director of
Tourism for the second time, with
more experience and a new mission.
Mr. Pennicook was previously Director
of Tourism in Jamaica from 2003-2006.
He has built a distinguished career
spanning almost 40 years working
both in the private and public sides of
Jamaica tourism. Aga Charytoniuk sat
down with Mr. Pennicook to discuss
his unique perspective on what has
changed, and about new opportunity
for tourism in Jamaica.
ポール・ペニクック氏は7月にジャマイ
カ旅行委員会（JTB）に復職した。
さらに
経験を積んで同国のディレクター・オ
ブ・ツーリズムとして二度目の就任だ。
前回は2003年から2006年にわたり務
めた。今回は新たにミッションも与えら
れた。ペニクック氏はジャマイカの観光
業のために官民双方でほぼ40年間に
わたる勤務経験を積んだ輝かしい経歴
の持ち主である。
アガ・チャリトニクがペ
ニクック氏にインタビューし、業界動向
の変化やジャマイカ観光業の新たなビ
ジネスチャンスについて独自の視点で
語ってもらった。
How does it feel to be back to JTB?
I am happy to be back. I consider it a privilege to
have been selected to run this next leg of the relay.
I am a very well-known figure in the Jamaica’s
tourism industry so then I was very well
received. I am very passionate about the
tourism industry.
Mr. Paul Pennicook
Director of the Jamaica Tourist Board (JTB) .
some positive progress in that regard. Yet,
there are many things to work on.
In 2003, I joined JTB as its director, moving into
the public sector for the first time in my life. As
director, I am doing something for my country,
and myself, so it feels I am in the right place. In one of your statements, you
mentioned that the main challenge
currently facing JTB is to find resources
to allocate it more into online rather
than offline promotion. Do you have
any strategies on how to achieve that?
When I returned to the JTB my hope and
intention was to improve the public perception
of Jamaica as a destination. We have made What I was referring to is that we are spending
too much of our sources on the traditional
forms of media (television, print). And with a
89 // JANUARY 2016
changing world and a changing environment
I thought it was important to put more
efforts on online advertisement. In 2012 we
were doing our consumer advertising in the
United States, which is our largest market. We
invested 90 % of our resources on television.
I want to change it and shift more into digital
marketing including online branding.
In 2006, Jamaica achieved the
highest percentage increase in visitor
arrivals in a single year, for more
than 30 years, driven by record-
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