A rise in investment and tourist revenue will facilitate new leisure ventures, such as Cricket 2007.

A wider range of niche activities will add to Jamaica’s traditional honeymoon market.

Burgeoning international investment and an increase in visitors are showcasing the Jamaican tourism industry on the international market.

Jamaica has been referred to as the place where heaven spills into the sea. From its rugged mountainous interior to its lush green coastline, from its numerous waterfalls and rivers to its infinite array of brightly colored flora and fauna, the island’s natural beauty is unmatched. It is the gem of the Caribbean, and ranks among the top five most favoured tourist destinations in the world. “Here Jamaica greets you, everybody smiles,” says Minister of Industry and Tourism Aloun Ndombet-Assamba. “This is important because when our visitors come, we want them to experience the warmth and personality of Jamaica.”

The island paradise is attracting an international market, and Jamaica is gearing up to see new growth in its tourist industry in the next few years. Tourist figures on the whole continue to increase, as 2005 saw 2.6 million visitors, up 4.5 per cent from the previous year, which also saw record-breaking Cruise passenger arrivals with an increase of 3.3 per cent from last year. In 2005, the estimated gross visitor expenditure was $1.5 billion. European arrivals alone were up by 10 percent last year, a trend the government thinks is just beginning, and Jamaica has been named an approved destination by the Chinese government. Spanish hotel chains are investing $550 million in 13 new hotels on the island and new large-scale development projects are underway in Montego Bay and Harmony Bay.

ALOUN NDOMBET-ASSAMBA Minister of Industry and Tourism

As a result of the boom, Minister Ndombet-Assamba is looking to diversify the island’s tourism offer, expand on new markets, and extend opportunities from tourism to other sectors of the economy. Efforts are underway to build on Jamaica’s vibrant cultural and musical heritage and draw visitors out of their hotels. The growing list of activities, such as horseback riding, ATV trails, and mountain biking, has been upgraded to include soft adventure sports like canopy excursions, rubber river tubing and waterfall climbing.

A group of companies which make up the conglomerate Unique Jamaica, formed by events organizers and transportation providers, arrange reggae and gastronomy tours. A wider range of niche markets will also add to Jamaica’s traditional wedding and honeymoon destination market. A new sports facility in Montego Bay is being built in preparation for Cricket 2007, an international sporting event, which will also be effective in generating sports tourism. Promotions are in the pipeline for golf holidays, as the North Coast alone is home to countless courses, golf academies and driving ranges. The health and spa market is likewise opening up, as hotels clamour to create their own, unique spa experiences, while Bath Fountain and Milk River Bath are two facilities which rival and even surpass famous world-renowned spas. Larger capacity hotels are also being constructed, and smaller hotels are adding on.

While Americans currently account for 70 per cent of the island’s visitors, Jamaica is intent on expanding its reach within Europe, Asia and Latin America. Minister Ndombet-Assamba confirms the new focus on the European market. New campaigns have helped increase the number of visitors from the other side of the Atlantic. Airlines such as Virgin Atlantic are adding Jamaica to their itineraries, and other European and international airlines are looking into offering direct flights. Likewise, duty free stores attract visitors, as they can buy major brands of perfume, jewellery, and alcohol at lower prices. The government also predicts that China will be among the top countries sending tourists to Jamaica, with the potential to increase exponentially.