By Fritz Pinnock, ContributorTHE MOST basic lesson is that Jamaica is viewed by the shipping lines as a 'DESTINATION' and not as individual service or companies. The numbers are growing but the spend per passenger is where we need to focus.
Approximately 60 cents out of every cruise tourist dollar spent in the island was on duty free shopping, yet marketing the local tourist industry never rose above the level of a 'sun, sea and sand' destination.
The lack of linkages between our shopping, ground tours and general destination packages clearly suggest that we are losing our competitive edge based on our lack of unity as an industry. The cruise passenger spend clearly suggests that the industry is calling for shopping and so tourism officials cannot settle for sightseeing and sunbathing alone.
EXCELLENT ATTRACTIONS
Jamaica has some excellent attractions and service packages which are overshadowed by inefficiencies. The average cruise ship stay in port is eight hours. This should allow enough time for the visitor to experience more than one of our world-class attractions, such as Dunn's River Falls, Chukka Cove, and Dolphin Cove. However, the logistics required to move to and from the attraction given the diverse locations of the shopping community do make for maximising passenger spend.
Highway 2000 is a positive step in the right direction and will enhance movement significantly. Additionally, there needs to be larger and more efficient infrastructure to cater to vessels carrying in excess of 3,500 passengers at any one time.
The Queen Mary II will be visiting Barbados soon and will no doubt be getting ready for Jamaica. The fact is that some serious homework is necessary to ensure our social and physical infrastructure can accommodate her comfortably.
TOP VALUE DESTINATIONS
It is time that there is differentiation in the 'cruise destination product' as the quest is on for "unique and top value" destinations. In this regard, the Port Authority of Jamaica must be commended for the development of the Port Antonio Marina, despite being heavily criticised through the short-sightedness of some people. This means that Jamaica, which has traditionally been sold as a generic low value destination can also attract the upper end of the leisure market comprising the upscale 'boutique', ships and mega yachts. In addition, the ability to offer Navy Island as a private island port of call will put Jamaica in line with any other unique world-class facility.
It is high time that the cruise shipping product be revalued to cater to a multi-segmented market to boost the take from the much sought after tourist dollar.
Fritz Pinnock is the managing director, Lannaman & Morris Group of Companies.
