The Jamaica Product Exchange (JAPEX), organized by Jamaica Hotel and Tourist Association (JHTA) and Jamaica Tourist Board (JTB), recently offered the much-needed platform to suppliers, buyers and travel professionals to interact, ideate and network in order to chart out the future course of action. JAPEX was held virtually for the first time in 30 years of its presence.
Replying to a question on the long-haul destinations during a media interaction, Edmund Bartlett, Tourism Minister of Jamaica, said that Jamaica wants to go to the unique places. “We are not going to focus what is competitive; we are going to focus on what is comparative. This is going to be a big drive for long-haul destinations. And, certainly we are going to work closely with our big airline partners to ensure that there is an appreciation on our offerings,” Bartlett said and added that multi-destination marketing will be the key for long-haul markets.
“For the long-haul, the ability to get two for one, three for one and multiple for one is the tool. So, we are looking at how we can partner and collaborate with our neighbors to create something new that will enable multiple experiences in one package,” he shared.
In an exclusive interview to T3, Donovan White, Director of Tourism, JTB, said that the response to JAPEX has been unbelievable. “We have over 2000 registrants for JAPEX this year including over 1000 travel agents from around the world. We have media from all continents, buyers and sellers having great meetings. There is a tremendous amount of content that we have created and made available on the platform,” White said and added that JAPEX wants to send the message that Jamaica is safe and secure.
Talking about the India market, White said that the JTB has formulated a three – step approach for new market engagements and India has been one of the markets that the Board is extremely focused in the last one year and half. “Our marketing agency in India helps us to sensitize and provide information to create awareness in India. We are seeking to build a stronger relationship with agents, operators and large partners that can help us to find marketplaces within the subcontinent of India. This will allow us to populate the Jamaican experience in the India market,” White added.
The second step, he informed, will have to be our approaches with the airlines that fly Indians to Jamaica. The third step is to deliver our multi-destination experience. “We have MOU in place with Panama, Cuba, Mexico and we are in the process of doing the same with the Dominican Republic. It gives an opportunity to long-haul travelers, including Indians, to have two for one, three for one and more holiday experiences. They can come to Jamaica and move to other countries and then back to India. So, these kind of discussions we are very interested to get to the table on to our large partners working through our marketing agency in India to develop a discourse that will allow us to be able to go to the Indian market with a comprehensive approach for travel,” he informed and said that the Board wants to fast track this in a way that can make economic feasibility.
Replying to a question over the time frame to roll out the joint package, White said that he is hopeful of seeing this in the first half of 2021. “We are going to define, design and deliver packages to long haul markets,” he said.
