The Jamaica Hotel and Tourist association (JHTA) is forecasting growth in tourism-related activities for the upcoming summer season.

According to a press release from the JHTA, “This will be achieved through targeted marketing efforts coming out of the … Jamaica Product Exchange (JAPEX) which attracts hundreds of buyers and sellers from the industry across Jamaica and the ‘Staycation’ campaign recently launched by the Jamaica Tourist Board (JTB).”

The 26th staging of JAPEX, one of the largest tourism trade shows held in the Caribbean, was held between April 29 and May 1, 2016, at the Montego Bay Convention Centre. Over 160 travel agents, hoteliers, affiliated members of JHTA, and small and medium-sized enterprises from the Caribbean, Latin and North America and Europe were in attendance at the networking and display expo.

Together JHTA and JTB, organisers of JAPEX, have focused on increasing visitor arrivals from the Latin American and Asian markets, which are considered to have untapped potential, as both contributed only 1.7 per cent in 2015.

Added to this, JHTA President Nicole Madden-Greig posits that compounded with marketing efforts of the JHTA and JTB, figures from the World Tourism Organization (UNWTO) also indicate an increase in international tourist arrivals, with an average of four per cent growth being recorded since 2010.

“International tourism reached new heights in 2015. The robust performance of the sector is contributing to economic growth and job creation in many parts of the world and for us here in Jamaica. It is thus critical for us to promote programmes that foster continued growth of tourism, including travel facilitation, human resource development and sustainability,” Madden-Greig is quoted as saying.

Based on the outlook for 2016 from the UNWTO Confidence Index, which predicts another four per cent growth in international tourist arrivals, demand for travel remains strong as a result of increased disposable income – due to strong exchange rates gains and fall in commodity prices. However, there is an increased concern for safety and security due to recent international terrorist-related attacks.

The index also reported that in 2014 travel in the Americas grew by 9 million to reach 191 million, with “the appreciation of the US dollar stimulating outbound travel from the United States, benefiting the Caribbean and Central America, both recording seven per cent growth”.

In relation to Jamaica’s recent rank by travel website TripAdvisor as the third ‘World’s Best Island’, when asked how this will impact growth, Madden-Greig told the Jamaica Observer, “The JHTA is very pleased about the recent announcement by Trip Advisor ranking Jamaica as one of its ‘Best Islands’. This is no small feat and is a testament to the hard work and efforts of the local agencies that have been ensuring Jamaica’s strong positioning in the international marketplace. As we continue to further upgrade both our products and services to meet the needs of today’s travellers, we anticipate sustained growth over the next few years.”