Mélange Travel & Lifestyle Magazine October 2016 | Page 261

COVER STORY

JAMAICA
What is Jamaica’s unique
brand of Tourism? Why
Jamaica?

Jamaica is the home of alright.
Where else can you get real
reggae music, beautiful
beaches, awesome mountains,
great adventures and a world
recognized culture and the
warmth of a talented people all in
one place just a few hours south
of Canada by plane?

What is your vison
for Jamaica’s tourism
industry?

I have spoken of the Five Pillars
of Tourism Growth, which
my Ministry and our agencies
will focus on in our efforts to
transform the island’s tourism
sector and achieve significant
growth. These Pillars are:
- Tapping into new markets
- Developing new products
- Promoting investment
- Building new partnerships,
and;
- Developing human capital
Underscoring these five pillars
of growth, are five networks,
incorporating several key sectors,
that will better integrate tourism
with the people of Jamaica and
thereby better spread the benefits
all around. These five networks
are:
- Gastronomy – yes food
- Sports and Entertainment
- Health and Wellness
- Shopping, and;
- Knowledge
Friends, that renewed
architecture of pillars and
networks will be enveloped

by the need to strengthen
and expand linkages for
our local agriculture sector,
yes our farmers and for
our manufacturing and the
services sectors. Importantly,
we must aggressively push
multi-destinational tourism as
a response to the new global
tourism realities including the
gradual rise of Cuba.
In recognition of the need to
incorporate as many Jamaicans
into tourism and its benefits, our
soon to be launched Spruce Up
program will aide greatly in that
effort. The Spruce Up Jamaica
Programme was an initiative of
the Ministry of Tourism while
I served as Minister from 2007
to 2011. Its emphasis was on the
Physical Environment, Mind,
Body & Spirit, Community
Development, Partnerships
through Entrepreneurship and
Promoting Heritage.
Share with us Jamaica’s
tourism investment strategy
For those larger projects that
bring hundreds of new hotel
rooms, we have fired up our
Shovel-Ready Initiative. The
programme is preparing a
number of sites by obtaining
tacit development approvals;
conducting capacity studies;
assessing appropriate land
utilization; and installing
preliminary infrastructure.
And in its post-promotion
phase, after an investor has been
identified, assistance will be
provided with land acquisition,
concept design, planning and
approvals, environmental
permits, and building approvals.

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This has incorporated the largest
single development of hotels in
Jamaican history being effectively
placed under the Shovel Ready
Initiative. KARISMA Hotels and
Resorts has signed the relevant
documents to move forward
with their planned US$1 billion
mega hotel project development
in St Ann that will in coming
years add 5,000 new rooms,
representing several different
resorts, to Jamaica’s tourism
sector and provide at least 8,000
direct jobs.
Our efforts are already bearing
fruit, we have seen several
confirmed developments taking
root in the tourism sector
including close to 12,000 new
hotel rooms. This means jobs,
growth and development.
What are some of the
festivals and events held
in Jamaica throughout the
year that readers can be
encouraged to experience?
There are so many. Just so
many including the Portland
Jerk Festival, Reggae Sumfest,
Accompong Maroon Festival,
Bob Marley celebrations, the Port
Antonio Marlin Tournament,
Dream Weekend, Shaggy and
Friends in Concert and even
more.
What can a visitor expect on
a trip to Jamaica?
Depending on what you want
expect nothing but fun and
excitement. On the flip side
you can also enjoy just total
relaxation and comfort as you
seek to get away from it all.