Bartlett looks to tourism partnership with Campari

Observer staff reporter

Friday, March 09, 2018

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Jamaica is now in the embryonic stages of developing an innovative marketing and collaborative partnership with Italy-based multinational beverage giant Campari as part of efforts to boost tourism arrival numbers from Italy and other European nations.

This, after Tourism Minister Edmund Bartlett concluded meetings with Campari Group chairman, Italian billionaire Luca Garavoglia, at the multinational giant's Milan, Italy headquarters recently.

Campari Group is the world's sixth-largest premium spirits maker and has spent over US$500 million in the purchase of J Wray & Nephew and other investments, including US$7.2 million in the Joy Spence Appleton Estate Rum Experience in St Elizabeth. The facility has the capacity to accommodate 200,000 visitors on an annual basis, thereby opening up Jamaica's southern interior to increased tourism activities.

“That and the incorporation of the Appleton Rum, which is famous in several international markets and is being pushed to Campari's near 200 markets globally, have opened the door for extensive collaboration on the tourism front,” said Tourism Minister Edmund Bartlett.

He is joined in Europe by Jamaica Tourist Board (JTB) Director Donovan White, Senior Advisor and Strategist Delano Seiveright, and Europe-based JTB executives, and is meeting with a range of travel industry stakeholders as part of efforts to further boost tourist arrivals from the continent, which saw several markets recording double-digit increases last year.

“Italy is the third most important in terms of tourist arrivals, after the United Kingdom and Germany, with approximately 13,700 visitors last year. That is a 44.5 per cent increase over 2015. Campari Group is very well established and respected. Its significant Jamaican involvement opens the door for truly innovative partnerships,” Bartlett said from Milan, Italy.

Additional airlift out of Italy with Italian leisure airline Neos was also announced during Bartlett and his team's whirlwind visit.

Meanwhile, Seiveright noted, “Neos is upgrading it's aircraft used on its weekly charter scheduled service between Milan and Montego Bay from a Boeing 767 to a brand new and larger Boeing 787 Dreamliner starting May of this year.”

“This is a major development and will contribute to Bartlett's mandate of increasing arrivals out of Italy by at least 50 per cent by 2021, thereby bringing in around 20,000 Italian tourists annually by that year,” Seivwright told the Jamaica Observer.

Jamaica currently enjoys two weekly direct flights by Neos from the Italian cities of Milan and Verona to Montego Bay.

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