Over 5000 cruise passengers are expected to visit Port Antonio during the upcoming winter season 2003/2004 with the same number already booked for the 2004/2005 season, according to William Tatham, VP Cruise Shipping and Marina Operations, Port Authority of Jamaica. In June of this year, Hapag-Lloyd's "Europa" became the first cruise ship to visit Port Antonio since the refurbished Ken Wright Cruise Terminal was re-opened in 2002.
"Almost two years of aggressive marketing efforts by the Port Authority of Jamaica have begun to pay dividends and we believe that Port Antonio is now poised to become the number one boutique port of call in the Caribbean catering to the highest end of the cruise market," Mr. Tatham said.
The luxury cruise vessels already confirmed for calls in Port Antonio this winter season are: Radisson Seven Seas Cruises' "Seven Seas Navigator"; "Oceania Cruises' "Regatta"; Fred Oslen Cruise Lines' "Braemar"; Swan Hellenic's "Minerva II"; and Silversea Cruises' "Silver Whisper" and "Silver Wind".
Mr. Tatham outlined several items on the marketing and communications programme developed by the Port Authority of Jamaica in conjunction with the Ministry of Tourism, which have already been implemented and have been factors in the recent success of the industry. These include: the development of an itinerary planning map and a special 32-page cruise brochure; a "Cruise Jamaica" advertising campaign for industry and consumer media; and representation at major cruise industry shows such as Seatrade Miami, FCCA and Seatrade Europe, and major cruise travel agents shows, Cruisefest and Cruise-a-thon.
"We have met with virtually all of the small cruise lines in Europe and the US along with their itinerary planners," said Mr. Tatham. "It has been a challenge as we have had to reintroduce a port that, while very special and once The cruise port of Jamaica, has been almost forgotten by the market. It has been a process of introducing the facility, educating the cruise companies on the product and gaining their confidence that Port Antonio is indeed worth the visit," he noted
