Jamaica’s 2011-12 Winter Season Tourist Arrivals “Flat”, Says Tourism Official

Despite posting its best-ever tourism arrival numbers in 2011, Jamaica experienced a “flat” 2011-12 winter tourist season and expects a difficult summer this year, according to a Jamaica Hotel and Tourist Association (JHTA) official quoted in local press reports.

In a Jamaica Observer interview published April 19, JHTA President Evelyn Smith said that while the Jamaica Tourist Board (JTB) has yet to report final totals, “I would expect the season to end flat or at best only about one percent up.”

The winter season runs from Dec. 15 to April. Smith attributed the stagnant arrival numbers to warmer weather in key markets and reduced airlift from the New York-region gateways. Smith added that Jamaica’s summer tourist arrival picture looks “tough.”

She said JTB will likely increase promotional programs aimed at U.S. travel agents in light of the disappointing numbers. “I am sure [JTB] will be doing promotional things involving the travel trade as a springboard to expose the agents to Jamaica,” she said.