CHAIRMAN, KINGSTON CHAPTER CHAIRPERSON
JAMAICA HOTEL & TOURIST ASSOCIATION
AT THE RELAUNCH OF SPRUCE UP JAMAICA
DEVON HOUSE, KINGSTON, JAMAICA
WEDNESDAY, JANUARY 25
Minister of Tourism, the Hon. Edmund Bartlett,
Permanent Secretary, Mrs. Jennifer Griffith
Chairmen, Jamaica Tourist Board/Tourism Enhancement Fund & Tourism Product Development Company
Other Distinguished Tourism Officials
Members of the Press
Ladies and Gentlemen
It is a pleasure to represent the JHTA at the press launch of the Spruce Up Jamaica Program today. Jamaica's natural beauty can be seen all across the breadth and length of the island. Without a doubt, this natural beauty is one of the major deciding factors for visitors to choose Jamaica as their preferred vacation destination. Our tourism product has traditionally been built on this natural beauty and so every effort to maintain, preserve, and enrich that beauty has our full support. Having been previously carried out between 2007-2012, this renewed Spruce up Jamaica will ensure that the cleanliness and beauty of our resort areas are improved and maintained to provide our visitors and fellow Jamaicans with a great experience. With tourism one of the major industries of the Government's growth agenda, and with increased projections for an oustanding winter season, it is critical that we offer a holistic experience both within all tourism establishments and in the wider environment.
As Spruce Up Jamaica now expands its focus towards greater inclusiveness in Tourism, extending beyond our usual resort areas onto our communities, and towards local development, we applaud this effort even more so. This will mean that all of Jamaica will be ready for business - Tourism Business. The new travelers coming to our shores are looking for a different experience; an adventure-seeking, authentic experience which can be found in the heartland of our island, in our communities, our districts, and in the spirit of our people. So as the face of the next generation of travelers evolves and the motivation for travel shifts, so must our tourism product. And this re-launch of Spruce up Jamaica is now evolving at a pace to be aligned with the shifting face of our travelers and changing reasons to travel. And no doubt, with change comes opportunities.
This expanded focus of Spruce up Jamaica is timely and spot-on in. It sets the framework for an expansion in Jamaica's tourism offerings and the sector at large. The JHTA applauds the vision of the Ministry in setting Jamaica up for continued success.
LADIES AND GENTLEMEN THANK YOU.