ST JAMES, Jamaica (JIS) — The Jamaica Tourist Board (JTB) is to embark on a strategic marketing programme, aimed at increasing visitor arrivals and showcasing the country’s tourism product.

Speaking in a recent interview with JIS News, Minister of Tourism Edmund Bartlett said there was a need to diversify and expand the range of products that are offered.

“You won’t get the arrivals you want, unless you give the people what they want. Tourism is really about marketing to the passion points of the people,” Bartlett said.

He added that Jamaica, with its rich cultural and sports history, is uniquely poised while noting that it was imperative that all stakeholders understand the importance of guest satisfaction.

“Destination assurance is when you market your product in a particular way and ensuring that you deliver on what you promise. We have to make sure that when the JTB goes abroad and speaks of our little paradise, we will do exactly what we say we will do whenever the visitors get here,” he stated.

The Tourism Minister noted that once destination assurance is achieved, then it becomes a win-win for Jamaica as it means that less money will have to be spent on advertising or doing damage control.

“Destination assurance is really credibility in the marketplace. It is to ensure that the guest gets what he or she paid for. You will also find that this guest will go back with a positive message about your product…a message that can reach many people and boost the tourism sector,” Bartlett said.

Meanwhile, Bartlett pointed out that so far he has been very impressed by the positive attitude and approach by the stakeholders within the sector, adding that the tourism industry will benefit as a result.

“So far, people are raring to go. They really want to achieve the higher level of growth that we are talking about. These are real exciting times as the prospects do look bright. We just have to put our collective minds together and come up with creative ways to improve on what we have,” he stated.

On April 9, the Tourism Minister met with board members of all the agencies that fall under his portfolio.