TOURIST arrivals to Jamaica during the winter season are up nine per cent so far, according to tourism officials.

Since the winter season began on December 15, 220,000 stopover tourists have visited Jamaica, with 116,000 visitors arriving within the first three weeks of January alone, Tourism Minister Edmund Bartlett told the Business Observer on Monday. This, he said, represents close to nine per cent over the similar period last year.

And with the 2010 Jazz and Blues Festival set to get underway in Western Jamaica this weekend, Bartlett said the arrival figures will further increase significantly.

“With the bounce from Jazz and Blues, we are expecting to close the month of January in double digits maybe 10 to 11 per cents,” Bartlett said.

The JTB is the main sponsor of the event to the tune of US$150,000.

“The actual amount we give to them is US$150,000 and then we work overseas in terms of our own wider marketing programme but it involves them to the extent that if you were to put a value to it, that would be close to US$300,000,” Bartlett explained.

According to Bartlett, outside of a man-made or natural disaster all set is set for the season to continue on a high in light of February and March forward bookings.

Bartlett attributes the successful winter tourist season to the leg work which has been done to bring adequate airlifts into the island.

At the beginning of the winter tourist season JTB chairman and director of tourism John Lynch said Jamaica has been able to acquire a million airline seats, among them two major charters out of Italy into Montego Bay that will provide connections to major gateways into Eastern Europe, a market that Jamaica and other destinations have been giving increased attention to in recent years.

Yesterday Bartlett reiterated that the airlift into Jamaica is at a never before seen level. Additionally, he said, there has been a significant increase in the number of quality rooms which have been introduced into the sector.

Pegged to that, according to Bartlett, is the intense advertising campaign which the JTB has launched.

The JTB has significantly ramped up its marketing drive, having budgeted US$14 million on an intense advertising and promotions campaign ahead of the season and beyond.

“We have strong advertising with good placements too as we are utilising the right media,” Bartlett said.

He explained that commercials advertising the destination were temporarily pulled from the air as a result of heavy coverage from the earthquake-ravished Haiti.

The minister who was speaking to the Business Observer shortly after the launch of a series of television commercials featuring Triple World Championship gold medallist Usain Bolt, said this new ad campaign will further boost arrivals for the winter season and far beyond.

The ads were done pro bono by Bolt, however, the JTB had to fork out a whopping US$420,000 for its production.

“I want to give credit to Usain Bolt and his team because an ad like this would cost us somewhere close to US$1.5 million so I think the effect of it is a saving to Jamaica for a little over $1 million,” Bartlett said.

The ad, he explained will be shown throughout the United States, Canada and parts of Europe initially. However, it will soon be translated into different languages for audiences in Germany, Continental Europe , China, and South America.

Meanwhile, Bartlett, fresh from The Caribbean Hotel Association (CHA) Conference in Puerto Rico, said Jamaica’s growth in the tourism sector in the middle of recession was the talking point at the conference.

Recently released data from the tourism ministry shows an overall increase in visitor arrivals for last year, at a time when all other Caribbean destinations, except for Cuba, were seeing 10-15 per cent declines.

“After the press conference done by the CHA every media person came to the Jamaica booth because the subject of the press conference was Jamaica and our achievement in growth,” he said.

He added “now all of the Caribbean countries look to Jamaica as the model because of what we were able to do in the worst year in tourism.”

According to Bartlett, Jamaica has had a recession- proof product which is further enhanced thorough the Spruce Up programme.

Some $250 million was earmarked for The Spruce Up Programme which employed over 5,000 persons through the National Solid Waste Management Authority for beautification and general cleaning and maintenance work across the island.

“That has caused people to feel good about the destination because the resort areas have looked much better and Kingston looks fabulous,” he said.

Bartlett also lauded the hoteliers who have improved on their products.

“The Sandals group has been marvellous in terms of their refurbishing and development of new and exciting experiences for visitors,” Bartlett said, adding that SuperClubs chain also did well in re-branding its Breezes model.

Bartlett, however, admitted that Jamaica has not done as well in repositioning smaller hotels, having not driven sufficiently the fashion points which would enable more persons to visit Jamaica for sports, entertainment, cultural and religious pursuits.