MONTEGO BAY, St James — President of the Jamaica Hotel and Tourist Association (JHTA) Robin Russell has credited the impressive list of celebrities who have recently vacationed in Jamaica for the destination’s increasing popularity with the spring break crowd.

He has also noted a difference in the type of college students, most of them from North America, who use this time of year to blow off steam and take a break from school.

“Spring break looks good. We are seeing an uptick in occupancy because of spring break, we seeing the kids on the street,” the JHTA head told the Jamaica Observer when asked for an update on how the season is going.

There was some fallout in tourist arrivals after America issued a travel advisory warning its citizens about high crime levels and inadequate medical services in Jamaica. The numbers are now back up.

“I think we are still trending above what we did last year and hopefully it will continue. We are happy with our numbers,” Russell stated.

“It’s the star power, a lot of celebrities have visited Jamaica recently and when they come they have these iconic experiences and that is what is drawing a lot of these young people to Jamaica,” he added.

Among the celebrities who have visited recently is Olympic gold medallist Allyson Felix. The American athlete was in Jamaica with her husband Kenneth Ferguson who — she told her followers on
Instagram — she met 22 years ago while in Jamaica for the World Junior Championships.

“Some of these stars that are coming and having these unique experiences, when the young people come that is what they are looking for. They go to the pan chicken man on the side of the road and this is what is really driving those kids to come here,” Russell explained.

He pointed to the popularity of river rafting after videos of the experience went viral on social media. That experience is also a big pull among spring breakers, the JHTA president said.

“This generation is a lot more adventurous, they are looking for more experiences and these experiences are found outside of the hotel as well,” Russell said.

“Yes, the hotel will create an experience but if you’re really looking for what authentic Jamaica is, you kinda have to get from behind the walls and go out on the road and really experience what it is all about; and that is what they are interested in,” he added.

In the past, spring breakers have had a global reputation of being boisterous and disruptive, sometimes leaving a lot of property damage in their wake. Russell said that type of behaviour appears to be a thing of the past among the ones visiting Jamaica.

“They are not behaving like the spring break of old where we had a lot of issues. The kids are just coming, they want to have a good time, spend their money; that’s tourism for you,” he said.

The hotelier also pointed to the difference in how today’s college students plan their trip. Years ago, they would book trips through a third party who would organise their vacation and they would stay at budget priced properties. Russell says that has changed.

“The kids are now making their own reservations, they’re going to high-end properties,” he said.

“It’s a transition to a better spring break, it’s about a more mature experience, it’s more than kids that are wild and crazy and [more about those who] looking to have a more responsible good time,” he said.

He anticipates that this will bode well for Jamaica’s tourism sector as spring breakers may become repeat visitors.