Staff WriterJamaica’s Director of Tourism Donovan White has challenged New York University (NYU) School of Professional Studies graduate public relations students to become influencers of decisions. Addressing students during his guest lecture on public relations specialties, the Tourism Director reminded the students that as communicators they don’t make decisions, but instead influence decisions, which in turn impact an outcome.
The Tourism Director shared with the students that in their field, the most important relationship is with the media and stakeholders, adding that relationships are as important as budgets in order to make their plan work. He outlined that if they manage the budgets and understand the competition, it increases creativity and ultimately brings costs down.
Another key relationship he pointed out was with the travel agents, which Jamaica truly values. He indicated that the levels of hyper connectivity are staggering adding that some 1.4 billion people traveled last year, but the majority used a travel agent versus online channels because they value relationships with a trusted advisor.
“In the business of tourism, it is about turning negatives into positives. You have to know your business targets, who are you reaching…we must manage problems and come up with solutions,” remarked Director White.
In tourism, culture and language are important ingredients to connect with travelers around the world and Director White urged the students to be sure to learn the culture, irrespective of the language they speak, so they can communicate effectively.
The Tourism Director concluded his lecture by encouraging the students to pursue their passion. He advised that if they choose to work in tourism, they should enjoy it, stressing that if they don’t, they will unhappy and the money will not be worth it.
For more information about the Jamaica Tourist Board, visit: www.jtbonline.org.
About Jamaica Tourist Board
The Jamaica Tourist Board (JTB), founded in 1955, is Jamaica’s national tourism agency based in the capital city of Kingston. JTB offices are also located in Montego Bay, Miami, Toronto and London. Representative offices are located in Berlin, Barcelona, Rome, Amsterdam and Mumbai.
TripAdvisor® ranked Jamaica as the #1 Caribbean Destination and #14 Best Destination in the World in 2019. Also this year, the International Council of the Pacific Area Travel Writers Association (PATWA) named Jamaica the Destination of the Year and TravAlliance Media named JTB Best Tourism Board, and Jamaica as Best Culinary Destination, Best Wedding Destination and Best Honeymoon Destination. Additionally, the JTB has been declared the Caribbean’s Leading Tourist Board by the World Travel Awards (WTA) for thirteen consecutive years between 2006 and 2019. Jamaica also earned the WTA’s award for the Caribbean’s Leading Destination, Leading Cruise Destination and Leading Meetings & Conference Centre 2018 for the Montego Bay Convention Centre. Jamaica is home to some of the world’s best accommodations, attractions and service providers that have won several awards throughout the years.
For details on upcoming special events, attractions and accommodations in Jamaica go to the JTB’s Web site at www.visitjamaica.com or call the Jamaica Tourist Board at 1-800-JAMAICA (1-800-526-2422). Follow the JTB on Facebook, Twitter, Instagram, Pinterest and YouTube. View the JTB blog at www.islandbuzzjamaica.com.
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