by Denise Mattia

Travel and tourism industry leaders were optimistic about the future of Jamaica’s tourism at the 18th annual JAPEX (Jamaican Product Exchange) show, which was held at the Hilton Kingston on April 26th and 27th.
Two days before the event, the Hon. Bruce Golding, Prime Minister of Jamaica, announced that Jamaica is a nation “committed to tourism,” and “will continue to build an up-scale product that includes a projected 4,000 additional rooms on 2,000 acres of Jamaican real estate at the eastern end of the island.”
The Hon. Edmund Bartlett, Minister of Tourism (pictured on left in photo), reported Jamaica welcomed a record-breaking 1.2 million guests to their shores in the winter of 2007, and feels confident the island is “in a position to ensure a strong summer for 2008.”
Backing the slogan “Jamaica – Once you go, you know” is a compelling campaign aimed at strengthening existing markets, pursuing emerging ones, introducing casino gaming and creating an iconic experience for guests. Bartlett cited that an additional 2,000 seats per week have been secured from a major legacy carrier in the United States to boost airlift to Jamaica. The service will commence November 1, 2008 and will operate through November 1, 2009. Direct flights from Russia will begin in late October, and additional flights out of Canada and Europe, in particular Italy and Spain are scheduled as well. According to Bartlett, “there are strong possibilities for code sharing with airlines from Asia, and negotiations are underway to conclude air service agreements, especially with Mexico, to facilitate another route for connecting to China.”
Under the management of the Jamaica Hotel & Tourist Association and the Jamaica Tourist Board, JAPEX has grown from a home-based marketplace for small properties into a top showcase of products and services for the island’s industry.
“The event is an ideal opportunity for suppliers of Jamaica’s tourism products to establish arrangements with travel wholesalers and tour operators from around the world,” said Minister Bartlett at the ribbon-cutting ceremony, which culminated with hundreds of balloons released into the night air, much to the chagrin of environmentalists.
At a pre convention press breakfast the next morning, Gary Williams, Vice President of Operations for Superclubs’ Breezes and Starfish Resorts reported: “Visitors to Jamaica this year will have one more Superclubs resort to choose from,” he said. Accommodations at the former Negril Inn start at $100 per room per night. “And for culture seekers,” he said, “Best of Jamaica at Grand Lido Braco, October 7 – 12, will showcase the traditional and trendy aspects of Jamaica’s cuisine, culture and crafts.”
In the convention center’s pressroom, representatives from Rose Hall announced the Rose Hall Triathlon and Wellness Festival in October 2008. The event is geared towards repositioning the resort as Jamaica’s premier sports tourism Mecca and health and wellness hub. The festival will give visitors a peek into the true beauty of the Jamaican people, and, with nutrition, yoga and spa experts on the premises, it is expected that Rose Hall will be a destination guests will want to come back to year after year. Visit www.RoseHallResort.com
Annual Road Races
The annual Jamdammers Grand Prix Series and the Reggae Marathon & Half Marathon, which have become staples of local and international road race calendars for a decade, are held in Negril on every first Saturday in December. The events combine sports, music and tourism.
For a lifetime emotional connection, the Give Back Getaways, a half-day experience at The Ritz-Carlton, offers visitors the opportunity to positively impact lives in the community. Working alongside staff and locals in the Community Footprints projects, guests can participate in areas of development and education, environmental conservation, hunger and poverty relief and wellbeing of disadvantaged children. “Every contribution we make is an opportunity to leave an imprint on our communities,” said Bernd Kuhlen, General Manager of The Ritz-Carlton Golf & Spa Resort. (www.ritzcarlton.com)
Chairman and Founder of the Sandals Resorts, Gordon “Butch” Stewart, stated that the properties remain fully committed to social and environmental responsibility. Over a period of years, the Sandals Resorts have received coveted awards on criteria that include environmental management and stewardship, conservation of natural resources, education and awareness programs and community activities. (www.sandals.com)
At Jake’s Treasure Beach, an Island Outpost property, guests can enjoy community presence, organic and sustainable ways of life and a world-class music library. (www.islandoutpost.com)
JAPEX also provided an opportunity for non-profit and environmentally aware operations to present information to journalists and to the 62 buyer companies in attendance. Among them were the Jamaica Conservation and Development Trust, a non-governmental charity devoted to protecting the Blue and John Crow Mountains National Park www.greenjamaica.org.jm), Earthbound Biodegradable Food Packaging Company (www.earthboundja.com), the Dolphin Cove, where visitors can learn about local fauna and flora (www.dolphincovejamaica.com), Chukka Caribbean Adventures, the Green Globe certified, Jamaican owned and operated nature adventure tour provider (chukkacaribbean.com) and Outameni (Out of Many), a time capsule village, which reveals Jamaica’s diverse history (www.outameni.com).
For more information, contact the Jamaica Tourist Board, www.visitjamaica.com

February 2008

Hot Jamaica Sets its Sights on Cool Green

While a hotel boom may be at the heart of a strong foundation for exponential growth and optimism for 2008 visitor arrivals, the island nation is also paying close attention to preserving its culture and historic heritage to enhance the travel experience beyond luxury and all-inclusive hotel stays.
The Hon. Edmund Bartlett, Minister of Tourism for Jamaica, said that in the past year, 41 attractions in Jamaica have benefited from tax breaks or other incentives as the island seeks to diversify the tourism product by complementing its natural assets with the addition of first-class man-made attractions.
Recent additions have included water parks such as Kool Runnings in Negril, and expansion by Chukka Caribbean to include an underwater sea trek and canopy tours. There has been expansion also of facilities for swimming with dolphins and other water sports.
New Attractions
Mystic Mountain, an attraction set in the Drax Hall area of Ocho Rios, expects to be completed by May 2008, when visitors will be able to experience rainforest terrain from 700 feet above sea level. Mystic Mountain will feature a bobsled coaster ride, an aerial tramway canopy tour, a Jamaican athletic heritage museum, and a water park.
At Coyaba Gardens, located just outside the resort town, a new promenade has been constructed with a viewing pavilion, to be named Ysassi’s Lookout, after the Spanish governor who spent his last days at Shaw Park. While observing the natural and quiet beauty of Jamaica’s flora and fauna, visitors can make the trek along the cedar walkway leading to the edge of the 80 foot cliff from which one can appreciate the waterfall on one side and a view of the Ocho Rios Bay on the other.
Outameni, located about two miles from Falmouth, the capital of Trelawny in the Montego Bay region, brings the nation’s rich cultural history alive with a journey through time covering periods of Spanish occupation, colonization, slavery, Emancipation and the arrival of indentured laborers. Officially opened last Sept., the virtual journey is brought to life by talented performers who sing, act and dance while interacting with visitors.
Jamspeed Rally Experience, the first full-blown performance driving school in the region is located at Spot Valley Entertainment Complex in the Rose Hall area, with its main attraction being the Co-Drivers Experience. Visitors will be treated to an on-the-limit drive around one of the country’s best dirt circuits from the left seat. In use are a Peugeot 206 GTI/SW, Mitsubishi Evolution III or Subaru Impreza STI V5. These competitive vehicles allow visitors to experience an adrenaline rush as a co-driver in a real life high-speed rally race.
Jamaica is in the midst of a development boom right now throughout the island, a process that is creating a strong foundation for exponential growth in tourist arrivals in 2008. Wayne Cummings, President of the Jamaica Hotel Tourist Association (JHTA) said, “Plans are already being implemented to increase the room stock by the thousands, ranging from high-end luxury properties such as Goldeneye, Palmyra and Harmony Cove, as well as Spanish chains such as Iberostar, Riu and Bahia Principe.”
Like the rest of the world, the JHTA members are facing soaring energy costs and have instituted a $10 per room, per night energy surcharge (some properties refuse to implment the fee, however). “We have been experiencing increases in the price of a barrel of approximately 53 percent since January ‘07 alone,” Cummings noted. He recommended that removal of the surcharge be addressed in the event that oil prices come down again.
Cultural and Environmental Links
Round Hill Hotel & Villas in Montego Bay, which was recently awarded the Green Globe certification of excellence in sustainable tourism for the fifth consecutive year, has long been at the forefront of the conservation movement in its daily activities. Managing director, Josef Forstmayr appointed an environmental manager, Cleveland Wright, to head up the resort’s “Green Team” that receives on-going training.
The property was also recently recognized for its World’s Leading Villas for the sixth consecutive year by the prestigious World Travel Awards. Forstmayr, accepted the award, saying: “Everyone who works at Round Hill is dedicated to making the villa experience there wonderful. We are especially honored because our travel partners were the ones who voted for us and they have many, many choices.”
The property wins kudos for its role as a cultural center as well as it hosts exhibitions such as the upcoming A Passion for Jamaica, Photographs, Images and Poetry by three local artists: Robin Farquharson, Louisa Calio and Volney A. Fray. The exhibit will be on view from March 26-April 2, 2008.
Kingston, Jamaica also hosts the Annual Calabash International Literary Festival, May, 2008. The only international literary festival in the English-speaking Caribbean, Calabash was founded in 2001 by novelist Colin Channer. Over 30 authors feature at the festival and, together with musicians from around the world, they fill the festival agenda with readings, discussions and musical events.
Call 876-965-3000; E-mail calabashfestival@hotmail.com; www.calabashfestival.org
For more information, contact the Jamaica Tourist Board, 800-526-2422; www.visitjamaica.com

October 2007 Feature

Splashing in Jamaica’s Waterparks

Jamaica is known for its abundance of natural beauty and flavorful culture, but the island’s water parks provide an exciting alternative for families looking for more than a day of lying on the beach or viewing the scenic landscape. Kids of all ages, from 9 years old to 90, will have a splashing good time at any of the island’s three water parks. “From children to adults, relaxation to adventure, wet to dry, Jamaica is a destination that prides itself on offering something for everyone,” said Basil Smith, Director of the Jamaica Tourist Board. “Jamaica’s water parks are perfect examples of the variety of family attractions that we continue to make available on the island.”
Beaches Negril Resort & Spa’s Pirate’s Island Water Park is a real live swashbuckling fantasy come true. The 18,000 sq. foot water park features two exciting water slides spiraling more than 200 ft. each for rip roaring fun, water cannons, arched bridges, whirlpools, a splash deck and misting pool for soaking wet water play and a meandering river for smooth sailing. If pirating works up an appetite for lil’ mateys - a swim-up pool bar and self serve ice cream and snacks will fill them up before they head back out to sea. Visit www.beaches.com.
Beaches Boscobel Resort & Golf Club in Ocho Rios has a new, comprehensive and exciting new Pirate’s Island Water Park to add to its already extensive list of ultra all-inclusive amenities offered at this family resort. The $3 million expansion to the resorts existing waterpark includes a 27,000 sq. foot Pirate’s Island themed aqua-playground that will add six new kiddie slides – including one “group” slide – plus three slides just for teens and adults: one tube slide, one body slide and one speed slide. The water park also features a Pirate-themed kid’s zone and a kiddie pool that will include a misting crab, a squirting sea turtle and a splashing seahorse. Visit www.beaches.com.

The recently opened Kool Runnings Water Park, spread over five acres in Negril, combines a watery world of fun with an authentically Jamaican experience. The park features ten exciting water slides, some of which tower up to 40 feet high, and each with a distinctive Jamaican name. Captain Mikie’s Coconut is an interactive children’s play area with a giant coconut that surprises guests below as it dumps water. There is also a lazy river ride that takes navigators through waterfalls and under bridges in a setting that echoes the beautiful Jamaican landscape, and more. After spending a day playing, guests who worked up an appetite can refresh themselves one of the park’s three restaurants, juice bar or sports bar. Visit http://koolrunnings.com

Sugar Mill Falls, located at Rose Hall Resort & Country Club in Montego Bay, is one of the largest man-made attractions in the Caribbean. Visitors can spend their day splashing through cascading waterfalls, a 280-foot thrill slide, relaxing lagoons, a lazy river and three terraced pools. The jungle garden lets adventurers explore a rope-and-wood suspension bridge, faux rock formations, and replicas of the aqueducts of the former Rose Hall Plantation. Visit www.rosehallresort.com For more information on Jamaica, visit www.visitjamaica.com

Earlier this year, Chukka Cove Farm in Ochos Rios introduced a two-hour tour. A new trail -- through lush jungle in the heart of the spectacular Cranbrook Flower Forest -- leads to the start of Chukka’s Original Canopy Tour. After instruction from trained guides, participants take a short nature walk to the first platform nestled on the hillside overlooking the treetops and jungle “canopy.” Travelers soar through the trees using harnesses and pulleys while gazing at the surrounding jungle until they arrive at the next platform, 45 feet above. Call 876-972-2506;e-mail:ebiz@chukkacaribbean.com; www.chukkacaribbean.com
Half Moon, the luxury family resort located in the exclusive Rose Hall enclave in Jamaica, has introduced the Supplied Air Snorkeling for Youth or “Sasy” as it’s commonly referred to, for children ages 5-10. Children are outfitted with SCUBA gear designed for kids and are taken through the paces in the resort’s pool. Older, more advanced children age 12 to 14 years can take their SCUBA lessons further with Junior Open Water certification, while those 15 years and older are eligible for Open Water certification. By successfully taking the open water certification course, children will receive the international PADI certification that will allow them to dive anywhere in the world.

Junior and Open Water certification courses are $450 and includes lessons, training manuals and four dives. The session is covered over three to four days and successful students receive their PADI certification card. Adult water sports enthusiasts can take advantage of Half Moon’s Ultimate in Luxury package with rates starting at $570 per room per night for a superior room, while suite rates start at $700 per night. This package includes accommodations, breakfast, lunch and dinner daily, premium drinks at hotel bars, horseback riding, golf green fees, sailing, snorkeling, round trip airport transfers in Montego Bay and much more. Rates are valid until Dec. 14. Call 800-626-0592; www.halfmoon.com

Air Jamaica’s Loyalty Program
Since the inception of the new 7th Heaven Rewards mileage program over 40,000 new members have enrolled, bringing the total of registered members to over 170,000. Air Jamaica’s loyalty rewards program was changed to a miles based system in May 2006 with over 3,500 awards or nearly 70,000,000 miles being redeemed by members since the switch over. As a result of Air Jamaica’s codeshare partnership with Virgin Atlantic, the airline is expected to further strengthen the 7-year frequent flyer partnership with the British airline by allowing frequent flyer members of JM coded flights to fly on Virgin Atlantic planes beyond Air Jamaica’s gateways.
The new program allows members to earn additional miles in a number of ways: 5,000 rewards miles on the first use of their Heaven Rewards Mastercard; 500 rewards miles by enrolling online at www.airjamaica.com; 250 rewards miles for each ticket purchased at www.airjamaica.com