Business

JTB's fall promotion hopes to increase visitor arrivals

Friday, July 25, 2014    

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THE Jamaica Tourist Board (JTB) is in the third week of a six-month promotion aimed at increasing visitor arrivals over the usually slow fall period.

"This promotion is of strategic importance because fall, which spans September to November, is the slowest period for the tourism industry," Deputy Director of Tourism Sandra Scott told the Jamaica Observer.

Aptly titled 'Fall in Jamaica', the promotion, which started on July 1, offers visitors discounts of up to 50 per cent at more than 30 participating hotels, attractions, and restaurants islandwide.

"A lot of people do not know that July is one of our busiest periods, and that is why it was important that this promotion was launched then, so that it can pick up enough momentum going into fall," Scott said.

"By the time this promotion comes to an end in December, it would have been in time for us to ramp up our [promotional] activities for the winter season," she added.

"We have used press releases and radio advertisements to drive traffic to the micro-site where potential visitors can sign up for the promotion," Scott explained. "Visitors can also make bookings through their preferred booking agents."

Scott said that tourists who wish to unwind this fall can choose Jamaica's varied offerings as part of this new destination deal.

The promotion is being co-ordinated by the JTB and the Jamaica Hotel and Tourist Association.

For the first quarter of this year, the JTB has reported total visitor arrivals at 984,367.

— Terron Dewar

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