By Garwin Davis, Staff Reporter
WESTERN BUREAU:
FOR JAMAICA to fully capitalise on the vast untapped African-American market, the country has to be more receptive to black tourists on arrival and throughout their visit, according to several overseas black travel operators.
The operators, all citizens of Jamaica, and who were a part of the three-day Jamaica Product Exchange (JAPEX) conference in Ocho Rios, said black tourists, particularly at the airport and in hotels, were often subjected to different treatment as opposed to what is usually reserved for their white counterparts.
"I have had people say to me that when they come here they are treated differently from the white visitors," said Barbara Wilson from Island Style Travel in Philadelphia. "There is not much I can say to dispute that because I experience some of the same things while I am here."
Miss Wilson said she finds that in the hotels, workers are a lot friendlier towards white guests, and are often contemptuous of blacks. "This is a problem, I can tell you, because I see it," she said.
Her co-worker Ava Cornwall agreed. "We came in a day early to experience one of the local resorts in Montego Bay," she said. "We had to go back to the airport to get registered for JAPEX, but were told we couldn't get back inside the building. Maybe that's the rule, but it was the manner in which the workers spoke to us. And what made it worse was when two white visitors came up and were allowed in without any problem."
The travel operators noted Jamaica, more than any other Caribbean destination, has the opportunity to make huge inroads in what they referred to as the "virgin African-American market", because of the island's diverse culture.
"That market is not only there to be had, but could do wonders for the tourism industry of this country," said Marlene Seaton from Excellence Travel & Tours in Atlanta. "Proper training in good customer relations should be mandatory for everyone who work within the industry," Mrs. Seaton said.
Barbara Langshaw from Florida said that the people who were responsible for marketing the country overseas have been doing great with their promotion targeting blacks. She however noted that in order for the advertising to be effective there had to be different approach towards blacks locally.
"Here I am in the States working overtime to send clients here," Miss Longshaw said. "It's real disheartening when I send them here and they come back with complaints. If they had gone to Aruba or Mexico, I could care less about what experience they have, but as a Jamaican I care deeply about this country."
The JAPEX function, which was held at the Jamaica Grande, ended yesterday. The consensus among the local suppliers and overseas buyers was that the trade show should be reverted to its original May date, to accommodate more participants.
