MONTEGO BAY, St James - THE Jamaica Hotel and Tourist Association (JHTA) has come out in full support of the fourth staging of the BritJam Spring Break Festival to be held in western Jamaica from March 6 to 13.

Speaking at Tuesday's launch of the event at Blue Beat in Montego Bay, Omar Robinson, regional director of the JHTA argued that the festival — which has so far attracted over 18,000 visitors to the island since it was first staged in 2009 — has the potential to shore up visitor arrivals.

"The spring break market has significant room for increased visitor arrivals from the current markets it serves, as well as new markets. Therefore, I am charging the organisers to seize the opportunities ahead as BritJam, in its fourth year of operation, has differentiated itself by offering a balance of contemporary cultural features with education in Jamaican norms, morals and traditions," Robinson said.

He also lauded the organisers of the festival for staging most of this year's events in the tourism mecca of Montego Bay.

The seven-day spring break festival package features concerts, parties and cultural excursions at local attractions.

According to the promoters, the 2013 concert line-up highlights Tommy Lee, Gaza Slim, Pattexx, Chi Ching Ching, Chilando, J-Yungg, Reack, among others.

Some of the planned events are: All-White Bonfire, UTI, Twister Road March, Who's Da Boss, Kinky Lingerie Party and Fire in the City.

Magnum Tonic Wine and Hennessey are the two main sponsors of the festival.