The Jamaica Tourist Board (JTB) has reintroduced the popular Experience Jamaica program to encourage Jamaicans to taste, see, feel and enjoy the country’s tourism product. The program was reintroduced with a simultaneous radio broadcast from the JTB’s Kingston offices. During the launch broadcasts, both passersby and call-in listeners were able to win prizes offered by participating tourism companies.
First introduced in 2009, the Experience Jamaica program uses customer education and value-added discount offerings to generate interest in and use of the tourism facilities available on the island, including accommodations, attractions, transportation and shopping. This year the number of participating entities totals over 100, with discounts ranging from 5 percent to more than 50 percent. This is a marked increase in the number of participating companies from 2009, which peaked at 65 participating entities. All six resort areas are represented in the program.
“This is the start of the summer period when many Jamaicans come home to visit friends and family, and local school groups also organize day trips for their students. Plus, with the Emancipation and Independence holidays just a few weeks away, this is an excellent time to offer discounts to our people,” commented Director of Tourism John Lynch. “We are convinced that the Experience Jamaica program will offer excellent value to Jamaicans while driving business to our industry partners.”
The Deputy Director of Tourism with Responsibility for Marketing David Shields commented on the significance of launching the program in the capital city, “Kingston is culturally rich – boasting over 30 attractions including the Bob Marley Museum, Hope Gardens and the newly renovated Devon House – plus this summer will see several major events taking place in the area. The Experience Jamaica Program will highlight all of these facilities and will give all Jamaicans a chance to enjoy our homeland.”
The Experience Jamaica Program will feature a strong media campaign coupled with community road shows with tourism partners showcasing their offerings. The 2010 program will run from now through December. The JTB projects that once Jamaican consumers access the value added discounts, they will want to experience the offerings time and again.