Jamaica joins in promoting peace through tourism THIS YEAR Jamaica commemorates "National Tourism Week" against the backdrop of the tragic events that rocked the United States on September 11. From the outset messages of sympathy and support have been sent to our travel partners in the United States of America, including American Airlines, a stalwart, dependable partner of Jamaican Tourism. Jamaica's hotels, villas, guest houses and apartments responded to a request by the Honourable Minister of Tourism and Sport to provide complimentary accommodation and other services for guests who were unable to depart when US airports were closed. This act of kindness symbolised true Jamaican hospitality. The situation in the U.S. at this time has very serious implications for all Jamaicans as seventy-one per cent of the island's visitors come from the United States and no one knows exactly when vacation travel by air will return to normality in that country. The impact on Jamaica's national airline, Air Jamaica, as well as the accommodation, ground transport and other sections of our tourist industry is already highly visible. Even before the events of September 11, Jamaica was facing challenges caused by difficulties in the U.S. economy and the violence in West Kingston in July. The collaborative marketing programme spearheaded by The Jamaica Tourist Board in response to our local situation was yielding good results. However we are now faced with a new crisis and tougher challenges. One in every four jobs in Jamaica is created by tourism, either directly or indirectly and more than half of the island's foreign exchange earnings is generated from this industry. Other industries such as construction and transportation are also linked to Tourism, for example, the tourism industry spends more than $800 million on Jamaican agricultural products annually. The entire leadership of the industry has been focused on how best Jamaica can protect tourism and ensure its growth. The Jamaica Hotel and Tourist Association, the Ministry of Tourism and Sport, the Jamaica Tourist Board, the Tourism Product Development Company and other agencies have all been working together. Tourism workers are assured that there is great resolve in the leadership of the tourism industry to come out of the current crisis and keep moving forward. The Ministry of Tourism and Sport is forging ahead with a marketing programme, tailored to meet the present situation while ensuring that the tourism product is upgraded to position the island in readiness for a recovery from the current crisis. The Minister of Tourism & Sport consistently emphasises the need for full involvement of the Jamaican people if Tourism is to be successful. She has stated, "Tourism has to be a national effort. We have no control over crises in other countries but we do have control over ourselves as people who can make or break the industry by our attitudes and behaviour. We do not need one more international news headline painting us as a violent people." The World Tourism Organisation's theme for the annual focus of tourism across the world at this time is: "Tourism: a tool for peace and dialogue among civilisations". This is applicable in Jamaica, where a positive contribution to peace and dialogue can be made in our own country and in a world that is bitterly divided.
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