From the Manifestos
Today we continue our publication of excerpts from the manifestos produced by Jamaica’s political parties, with a look on TOURISM.
The manifesto for the Opposition Jamaica Labour Party was launched last month, while that for the ruling People’s National Party was presented on September 16.
The United People’s Party and the New Jamaica Alliance are yet to launch their manifestos, but excerpts will be used from these documents as soon as they are available.
Integrated tourism development among PNP promises
In order to achieve sustained economic growth and consequently job creation, it is necessary to focus on those sectors that have the best possibilities for generating sustainable investment and export-related growth. In this regard, we will pursue an integrated tourism development programme to add value to our abundant resources and build on Jamaica’s comparative advantage.
Our development programme for the sector is geared towards moving the tourism product from a narrow focus on sun, sea and sand to the promotion of islandwide activities that offer a diversity of accommodation and novel, fulfilling visitor experiences.
Jamaica is blessed with a most extraordinary combination of a beautiful and natural environment, and a talented and vibrant people who have demonstrated their ability to create unique and powerful expressions of their rich, dynamic culture.
The PNP believes that our future economic development is inextricably linked to our ability to harness and develop these gifts and to package and promote them in a manner that maximises their inherent economic potential, while maintaining their integrity. Our natural, cultural and built heritage, provide a major source of pride for nationals and form the basis for diverse economic activity.
The emphasis will be on the Jamaican people and their heritage, highlighting the attributes that make Jamaica unique.
By adopting this approach, more people will feel a sense of ownership, as the industry expands to include a wider range of large and small businesses and the many communities which will now have a stake in tourism. Importantly, the tourism business will be structured to facilitate rational use of resources, leading communities and towns towards environmental sustainability.
The development and expansion of an integrated tourism sector with strong linkages to other economic sectors will boost investment and economic growth.
The increased economic activity will provide thousands of quality jobs and self-employment opportunities. The linkages to agriculture, agro-processing, manufacturing and transportation are elaborated in other sections of this document.
Tourism master plan:
Our tourism master plan will provide more jobs at all levels of the industry through various strategies and initiatives
There will be an immediate overhaul of our marketing strategies. This should have significant impact on our major markets in North America, as well as position us as a major contender in Europe and other large markets. Increased visitor arrivals will be further facilitated by effecting improvements to the Jamaica Reservations Service, so that it provides better centralised information and booking services.
The expansion programme for the sector will include:
* New hotels that will add 11,000 rooms. Already, the Spanish Hotel Chain RIU, has broken ground for their second property.
* A major convention centre at Rosehall in Montego Bay which is at an advanced stage of planning and for which financing arrangements are being finalised
* Proceeding with implementation of the South Coast Tourism Development Plan beginning with the new hotel in Whitehouse, Westmoreland
* New and expanded attractions that will be based on our heritage, such as projects in carefully catalogued areas of the island, including Kingston
* Port Royal Development Project, featuring cruise terminals, underwater museum and other attractions, for which the detailed designs have been completed and the development permits secured.
* Increased marketing of festivals including music, food and community based festivals which have been created to boost products such as shrimp, jerk, etc, and to promote homecomings by parishes, schools and community organisations.
* An environmental thrust, including the promotion of mountain trails, bird-watching and other such activities, as well as the further development of national parks and other protected areas.
* New opportunities for skilled artisans and craft vendors.
At another level, we will further improve infrastructure for the sector through:
* A programme of urban renewal as part of Tourism product improvement.
* Upgrading and expansion of cruise ship facilities at Montego Bay and Ocho Rios.
* Extension of the Port Antonio Marina and building of a new marina in Lucea, Hanover.
* Expanding shopping facilities in resort centres, and at airports and cruise terminals.
* Establishing designated private aircraft centres with expanded facilities to accommodate passengers and crew travelling on privately-owned aircraft, as Jamaica seeks to increase business from this lucrative market.
JLP promises adequate support for tourism marketing
THE Jamaica Labour Party (JLP) will provide adequate financial support to marketing and advertising the tourism product, expand offerings of attractions to visitors and improve our infrastructure, especially in our resort towns.
Current situation in tourism:
* Foreign exchange earning from tourism fell 7 per cent from US$1.33 billion to US$1.23 billion between 2000 and 2001.
* Average expenditure per person per night is lower by 5 per cent from US$98 per person to US$93 per person between 2000 and 2001.
* Total visitor arrivals to Jamaica has decreased 5 per cent from 2.23 million to 2.12 million between 2000 and 2001.
* Cruise ship passenger arrivals are down over 7 per cent from 907,000 in 2000 to 840,000 in 2002.
* Average occupancy in hotels has fallen 4 per cent from 58.5 per cent to 56.1 per cent between 2000 and 2001
*The budget for overseas marketing by the Jamaica Tourist Board (less than US$18 million in the 2002/2003 budget) is inadequate.
*The allocation of funds of the Jamaica Tourist Board (US$32 million) between administration and marketing is inappropriate and needs to be focused more on marketing. The budget is the same as in the 1980s.
Tourism growth plan:
* Increase Jamaica’s advertising and marketing budget over the short term by up to 50 per cent and put the budget on a three-year rolling plan. This will provide certainty in advertising to attract additional visitors and increase occupancy levels from 55 to 70 per cent to occupy idle rooms and put idle hands to work.
* Increase the capital budget for tourism to upgrade the infrastructure in tourism areas by dedicating a fixed percentage of tourism tax revenues for infrastructure upgrading projects.
* Launch a major programme with international tour operators and air charter companies to provide incentives to increase the airlift of visitors into Jamaica.
* Promote construction of new hotels by the private sector with 10,00 new rooms over the next seven years.
* Develop and upgrade national heritage projects in joint venture partnerships as tourist attractions in cultural heritage parks in Kingston, Spanish Town, Seville, Port Antonio and the South Coast.
* Promote eco-tourism projects in tourism as hotels and attraction sites.
* Promote development of resorts for older age groups to take advantage of the ballooning growth of the older population.
* Actively promote the development of spas and other health care resorts.
* Promote development of stand-alone state-of-the-art convention centres accommodating 2000-3000 participants and hotels to accommodate participants in one location in similar grade rooms.
* Expand cruise shipping facilities and open new ports of calls in strategic locations, particularly the South Coast.
* Strictly enforce anti-harassment programmes.
* Establish joint public-private civic councils (eg, Gloucester Avenue association) including private sector, police, parish council and other representatives to address tourist harassment, garbage collection, and critical local concerns.
* Establish an islandwide programme to improve craft markets and other facilities in tourist towns.
* Build a by-pass road around Fern Gully and develop Fern Gully into an international botanical attraction (with heliconias, gingers, and other botanical varieties) with stops at local boutiques restaurants and craft shops. The area would be spectacularly lit at night.