NEGRIL, Westmoreland – Just over $15 million is being spent this year to stage the Jamaica Product Exchange (JAPEX), the island’s premier hospitality and tourism trade show, which will be held in this northwestern resort town for the first time in the trade show’s 16 year history.

The event, which is being hosted by the Jamaica Hotel and Tourist Association (JHTA) in collaboration with the Jamaica Tourist Board (JTB), will be staged at the House of Solutions warehouse on Non Pariel Road from April 23 to 25.

Speaking at a press conference to launch this year’s show at the Rick’s Café in Negril on Tuesday, JHTA president Horace Peterkin commended the Negril chapter of the association for winning the bid to host the event.

“I must commend the Negril chapter for the perseverance, commitment and determination that has resulted in their winning the bid to host JAPEX 2006,” Peterkin said.

“They have pooled their creative geniuses together, to come up with a space large enough to host the event which, as we speak, is being transformed into the ideal JAPEX centre,” he added.

Tourism interests in Negril have been lobbying for the past four years to host the prestigious event but were previously denied the opportunity because of the unavailability of a suitable venue to stage the show.

JHTA Negril chapter chairman Evelyn Smith, who also spoke at the launch, said her chapter was elated to be hosting the event and pledged to make the show a success.

Negril, long a favourite of the locals and tourists for its laid- back, natural charm, is fast emerging as one of Jamaica’s most vibrant resorts. Its seven-mile stretch of beach has been a selling point for the resort for decades.

JAPEX is seen as an invaluable marketing opportunity especially for the smaller properties which do not have the resources to attend the various international trade shows.

The show gives buyers an opportunity to have one-on-one discussions with Jamaican hospitality interests, to see the destination first hand and acquaint themselves with new properties and attractions.

About 700 buyer and supplier delegates are expected to attend this year’s event.

– cummingsm@jamaicaobserver.com