WESTERN BUREAU – Tourism interests are expecting a record 22,000 college students for this year’s spring break season – 6,000 more than the number of American students who partied in the island’s resort towns during the six-week holiday period last year.

They are expected to generate US$25 million in revenue for the tourism sector over the next few weeks.

The first batch of 85 fun-seeking vacationers arrived at the Sangster International Airport yesterday morning on a chartered flight from Michigan.

The welcome party included first-time brand sponsors Margaritaville, political representatives, members of the Montego Bay Chamber of Commerce and officials from the Jamaica Tourist Board. The spring breakers were officially welcomed by deputy mayor of Montego Bay, Cecil Davis, during a short reception that was held at the Margaritaville booth inside the airport.

Margaritaville’s managing director, Brian Jardim, said the country stands to earn millions over the next few weeks.

“The estimate is about US$1,200 a kid -between airfare, lodging, transfers, food and beverage, craft market, tours (and) attractions,” he explained.

US cable network station MTV, will be part of this year’s activities, conducting a series of live broadcasts from various attractions in Negril between March 7 and 14. The big names expected to appear on the MTV showcase are Reggae Grammy winners Sean Paul and Beenie Man.

Jardim believes that the success that Jamaica’s dancehall artistes have had in North American over the past year has contributed to the increasing number of college students choosing the island as their spring break destination.

Red Stripe, which has been the brand sponsor for spring break for the past few years, is playing a significantly scaled down role this year. According to Red Stripe’s external communications manager, Maxine Whittingham, the beer company has not totally severed its ties with spring break but is now focusing on other types of promotional events.

“We evaluate our activities every year and determine the direction that we should take and so, this year, our direction is in the form of trade sponsorship,” she explained.

Most of this year’s spring breakers are expected to come from Michigan, New Hampshire, Boston, Cleveland, Detroit, New York and New Jersey.