To complement an ongoing thrust to bolster the tourism sector with locals lured into rediscovering Jamaica, the tourism ministry now has its sights set on Jamaicans living abroad.
The ‘Rediscover Jamaica’ campaign, a partnership between the ministry and hoteliers, provides staycation packages that allow locals to stay at various hotels at drastically reduced rates.
“As a complementary strategy to our efforts to promote domestic tourism, we have also increased our focus on another important group of Jamaicans to diversify our tourism product: Jamaicans living overseas. To this end, we are hoping to leverage the collective powers of the diaspora,” Bartlett said.
“As we look to recover from the current crisis and plan for the future, we are seriously looking at diaspora tourism as a means of accelerating investments in the country’s tourism product. Indeed, Jamaica’s sizable and loyal diaspora has the potential to be a key driver of growth and diversification of tourism,” Bartlett declared.
To support the programme, and in commemoration of the island’s 60th independence anniversary, the tourism minister announced a “60/60 Diaspora Vacation Package”. This will target 60 Jamaican couples from the diaspora to stay in one of the country’s luxurious hotels at a rate of US$60 per night from mid- August to mid-December.
“The diaspora is a major component of our market, and also major marketers, because foreigners are… driven to visit Jamaica by the ‘word of mouth’ and lived experiences of the Jamaicans who they meet,” the tourism minister noted.
He pointed out that the Jamaican diaspora is also a reliable source of foreign revenue as many immigrants travel to their home countries seasonally as tourists.
“Diaspora visitors are responsible for 11-15 per cent of Jamaica’s total annual arrivals. Diasporic tourism can also spur growth in the country’s export economy. The diaspora also represents a reliable market for the export of Jamaican products,” said Bartlett.
Speaking to the over 500 online participants from the USA, Mexico, the UK and Bermuda, Ambassador Marks noted the unique qualities of Jamaicans living abroad.
“The diaspora represents a unique kind of tourist. They are more likely than international tourists to have or make connections with the local economy by staying in locally owned, smaller accommodations or with relatives, eating in local restaurants, and buying from local vendors,” she said. “This year promises to be a very special one! Jamaica will be celebrating its diamond jubilee of independence — that is, its 60 years of independence! More than ever, the embassy and consulates will be reaching out to explore areas of collaboration to benefit Jamaica.”
“Whether it be by adopting a clinic, a police station, a school or sponsoring a student, we have the potential to impact Jamaica for the better and I look forward to the diaspora’s continued commitment,” Marks added.