NEGRIL, Westmoreland — This year’s hosting of US radio stations by the Jamaica Tourist Board (JTB) and Sandals Resort International (SRI) has taken on even greater significance as the country’s tourism sector faces headwinds from the impact of the war in the Middle East even as it recovers from last October’s Hurricane Melissa.

“We’re coming out of a Category 5 hurricane which did dampen and slow what we could do. We had to stop. We…went from how many millions of visitors to zero, but we’re building back and we’re seeing that we’re getting that traction and we’re getting that interest and that engagement,” the JTB’s Fiona Fennell told the
Jamaica Observer during a welcome reception for the radio remote broadcast held at Beaches Negril Monday.

She explained how tourism stakeholders handle global economic pressures that impact tourism revenue.

“We do research, we check, and the truth is that people are still trying to prioritise taking a vacation. A vacation is still important to visitors for their mental health, for peace of mind, for relaxation, for their personal well-being, and their family’s well-being. People are still booking and coming to Jamaica, and we thank God for that,” she said.

The radio remote broadcast provided updates on Jamaica’s tourism product, reassuring potential visitors that Jamaica is open for business. It also showcased Negril’s vibrant entertainment and hospitality offerings to the US market.

More than 15 radio stations participated, some of which syndicated in multiple states. Some of the top markets in the US — Jamaica’s largest source market — that were represented are Philadelphia, Jacksonville, and Florida.

“It’s certainly a hope of ours that by doing the radio remote we can offset some of the challenges that happen because of what’s taking place globally. And, of course, we don’t want it to just benefit Sandals, but by encouraging tourism in Jamaica it benefits the entire tourism industry,” said Sandals and Beaches Negril Regional Public Relations Manager Ashley Simms.

She stressed that the initiative helps “put Jamaica on the map”, and sends the message that, “We’re back and we’re here to make Caribbean memories.”

For the US broadcasters on the ground, the mission is about more than just a trip, it is about building “trust and confidence” for potential travellers.

WLS FM in Chicago broadcaster Dave Fogel, a frequent visitor to Jamaica with approximately 30 trips under his belt, used his platform to broadcast to both Chicago and Kansas City. He said the demand for Jamaica remains high despite rising costs that have come with spiralling oil prices.

“People still want rest, relaxation, and happiness. So, yes, they’re still coming from the USA to Jamaica,” Fogel remarked.

To fuel this interest, WLS FM is giving away roughly eight to 10 trips over the next month.

“Everyone wants to be here,” noted Fogel, adding that listeners are eager for the “good vibe” Jamaica offers.

Jen Toohey and Tim Richards, who have co-hosted the Jen and Tim Show on Star 102 FM for the past 13 years, are experiencing Jamaica for the first time. Their broadcast has already triggered immediate action from their audience in Cleveland.

“We’re getting DMs…that people are booking today. We had two! It’s like, ‘Where are you at? I am booking my stay right now with my wife.’ I mean, that’s the power of Jamaica,” Richards shared.

“If you have that little nest egg that you have [for] one big trip…it should be Jamaica. And Jamaica is open [for business],” he added.

Toohey highlighted the island’s universal appeal.

“Whatever your budget, whatever is appropriate for your family, it looks like there’s something for everyone in Jamaica,” she said.

JTB is currently celebrating 71 years of marketing destination Jamaica, while SRI is currently celebrating 45 years of service to the sector. Both organisations remain focused on the “phenomenal” recovery that saw more than 1 million visitors arrive between January and March, earning the country US$956 million.

Cleveland’s Star 102 FM broadcasters Jen Toohey and Tim Richards on the sidelines of a radio remote welcome reception jointly hosted by the Jamaica Tourist Board and Sandals Resort International at Beaches Negril Monday. (Photo: Anthony Lewis)

Sandals and Beaches Negril Regional Public Relations Manager Ashley Simms speaking with the Jamaica Observer during Monday’s radio remote welcome reception at Beaches Negril. The event was jointly hosted by the Jamaica Tourist Board and Sandals Resorts International.(Photo: Anthony Lewis)

An aerial view of Beaches Negril which welcomed US broadcasters who have been doing radio remotes from Sandals properties. (Photo: SRI)