JAMAICA’S battered travel industry is slowly pulling out of the steep nose dive it took after the September 11, 2001 terror attacks, two wars and cut-throat competition in the world’s airline industry, say industry experts.

“The market is coming back slowly,” said Air Jamaica’s deputy chairman and chief executive officer, Christopher Zacca. “I see signs that the economy here and the economy (abroad) are improving.”

“We recorded more than 10 per cent growth in visitor arrivals last month, after achieving an increase of seven per cent of visitor arrivals during the first six months of the year,” said Jamaica’s tourism minister, Aloun N’dombet Assamba.

“Tourism is Jamaica’s best hope for economic prosperity,” she said, noting it produced more than 50 per cent of revenues.

They were among the speakers at the Knutsford Court Hotel Friday evening in Kingston, where Air Jamaica feted some 300 dinner guests at its annual awards ceremony recognising travel agents who were the airline’s top revenue producers.

Trafalgar Travel Limited copped the award for top sales producer, followed by Total Travel Service Limited and Global Travel Services.

Air Jamaica, the national airline, carries 50 per cent of tourists to the island and 75 per cent of local travellers.

Addressing the function, Zacca said: “The year 2000 was the most profitable in history in the aviation business. 2003 will be the highest loss-making year in the history of the aviation business.”

But amid such gloom there’s room for optimism, he said.

Citing some of Jamaica’s strengths, the airline executive said Air Jamaica now boasts a modern fleet, has trimmed billions in costs, and has chalked up a stellar performance record.

There’s also the all-important “partnerships” forged between Jamaica’s tourism sectors, and that includes Air Jamaica and travel agents who steer passengers to the airline, said Zacca.

Air Jamaica puts its faith in its travel agents, not systems allowing for direct purchases over the Internet, said Zacca.

“We have to be crazy to be in this business, and without the support structure of each other we are not going to make it,” he said.

Referring to the conflict in the Middle East and the SARS epidemic in Asia, Zacca added: “We have a little bit of a competitive advantage right now.”

“With a little luck,” the tourism industry is “poised to take off,” he said. “We are not satisfied with 75 per cent of the local market. We want 100 per cent.”

In her address, Assamba said Jamaica must continue to “add value” to its tourism product to stand out from other destinations.

The airline’s executives also reminded their guests that on April 5, Air Jamaica will start daily service to Toronto in a new A320 Airbus.

“We have weathered the storm, and for that we are very thankful,” said Pauline Levy, managing director of Pauline’s Travel.