Minister says Bolt’s 100m victory will boost tourism promotions

Minister says Bolt’s 100m victory will boost tourism promotions

Tuesday, August 25, 2015

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MINISTER of Tourism and Entertainment Dr Wykeham McNeill says he is confident that Usain Bolt’s 100-m World Championship win in Beijing, China on Sunday will help to further boost efforts to market destination Jamaica, as Jamaicans across the globe continue to celebrate the victory.

Minister McNeill and his Director of Tourism Paul Pennicook will travel to Beijing this week to participate in Jamaica Tourist Board (JTB) activities aimed at marketing the destination during the championships, being held from August 22-30, 2015.


They are scheduled to depart for Beijing today.


"I want to congratulate Usain on successfully defending his title in such fine style. His latest victory will give a significant boost to the JTB’s Jamaica House promotional efforts.


The nation rejoices as Bolt once again creates history," said the minister. He added that "it was good to hear reggae music back in the Bird’s Nest in Beijing and Usain has again put Jamaica on newspaper front pages all across the globe".


While in Beijing, Minister McNeill and Pennicook will attend a number of JTB promotional events, which are intended to market Jamaica and further strengthen the links between China and Jamaica.


This includes the JTB-hosted Jamaica House Beijing, which seeks to capitalise on the global focus on the Jamaica track and field team at the major sporting event.


Modeled on the Jamaica House concept which proved to be highly successfully at the 2012 London Olympics, the IAAF World Championships Moscow 2013, and the 2014 Glasgow Commonwealth Games, Jamaica House Beijing will seek to present an alluring ‘snapshot’ of Jamaican culture, food and music, highlighting the destination both as a place to visit as well as to do business.


Tour operators TUI Travel and Virgin Holidays both credit meetings at Jamaica House at the 2012 London Olympics with their decision to increase service and investment in Jamaica.


In the following year, 2013, Jamaica had a 4.5 per cent growth in visitor arrivals out of the UK, breaking four consecutive years of negative growth out of that market; 2014 saw a 17.1 per cent growth and already for 2015 this important market is up 24 per cent.


"It is hoped that the Beijing promotional activities will positively impact the China market in much the same way and help to attract more Chinese visitors to the island," said McNeill.


In February 2014, the Jamaican Government approved the conditional waiving of visa requirements for Chinese nationals travelling to Jamaica for tourism purposes for periods of 30 days or less, in a bid to ease travel between the two countries.


McNeill and Pennicook will return to the island on Sunday, August 30.



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