The government has committed $1 billion to tourism marketing, through the end of the financial year.
Tourism Minister Ed Bartlett says this is the largest single amount the government has provided for marketing augmentation in history.
The tourism minister says there will be a marketing blitz in India, one of the fastest-growing economies globally, with a road show planned for November.
Mr. Barlett explains that the Asian-pacific countries will constitute the largest block of outbound tourism in the world.
He says in 2 to 5 years, India will be the second most powerful economy and Jamaica is being positioned to be part of that growth.
The tourism minister also highlights efforts to target eastern Europe and the Schengen area, noting that these regions offer tremendous potential for inbound tourism.
Meantime, Mr. Bartlett points to strategies aimed at ensuring that Jamaica remains a top destination and continues to experience growth in the competitive global tourism market.
Highlighting the vital role of tourism in Jamaica’s economy, Mr. Bartlett says the economic fortunes of the country rests on the sector.
The minister cautions that Jamaica must stay nimble and innovative in response to the evolving global landscape.
He notes a key strategy to expand Jamaica’s tourism market, by boosting airlift from South America, starting with Latam Airlines’ new flights from Peru to Jamaica, commencing on December 1.
He also says discussions are also ongoing with Azul Airlines to introduce flights from Belem, Brazil, as well as Avianca regarding other regions in South America including Columbia.
Mr. Bartlett stresses that expanding airlift is crucial to tapping into new markets and further diversifying Jamaica’s visitor base.
