THE EDITOR, Sir:AS AN English tourist in Jamaica, I was extremely heartened and mightily impressed by the island's people in their efforts to clean up Ivan's damage and put the shine back into the country. Treasure Beach, for example, was fantastic in the way a community has pulled together to achieve amazing results.
However, although the Jamaican citizens are doing their best to make sure it's 'business as usual', I am not convinced that the island's tourist bodies overseas are doing all they can to help. Here in the UK, Air Jamaica, for example, is to drop one of two flights from Manchester to Kingston and Montego Bay as of next month. It is also dropping a similar flight from Heathrow. Their London PR company says it is due to lack of demand. But why aren't they out there marketing the island and doing just what the Jamaica Tourist Board is doing so well over here? Demand to travel to Jamaica is here, you've just got to go out and get it!
To be fair to Air Jamaica, they did run a special fare offer from the UK in the fortnight following Ivan. However, the fare reduction was only to Kingston, not Montego Bay. Strange, really, when you consider how popular a gateway Montego Bay is for tourists. I am ignorant of what is happening in Jamaica's other tourist markets, but here in the UK we need to see the large tourist organisations like the Jamaica Tourist Board and Air Jamaica pulling harder together. There is definitely more work that could be done. The financial rewards are certainly there for the taking.
I am, etc.,
DAVID HANLEY
dhanley@yesresponse.co.uk
Uttoxeter Staffordshire
England
