ST JAMES, Jamaica (JIS) – Minister of Tourism Edmund Bartlett says the Jamaica Tourist Board (JTB) will be using social media and other promotional means to go after the 35 million strong African American market.

Bartlett said that in addition to booking advertising spots in the mainstream media, extra effort will be made to target minority groups.

“There is a vast African American market out there along with other minority groups that we need to capitalize on,” the minister told JIS News.

“We need to appeal to their passion points. We need to get our message of being the friendliest and most relaxed destination in the region to their doorsteps,” he added.

Bartlett said Jamaica’s two per cent share of the lucrative United States market is much too low and that extra effort will have to be made in going after minority groups, including those with special needs.

The minister said there are many young  people who travel all over the world to participate in activities, such as city runs and other health activities, and also persons with disabilities who simply want a place to go where they can relax and where people are nice and caring. “These are new opportunities for us to build on our product,” the Minister added.

Bartlett said tourists usually have the innate desire to be pampered and there is no place in the world that does it better than Jamaica.

“We have an opportunity to go after these niche markets. We have to ensure that we get our message out there in an effective way, so people can understand that Jamaica is the place to feel alright. If this is done right, there is no telling what our growing potential could be,” the minister said.