Tenesha Thomas, Gleaner Writer
Paul Pennicook (left), director of tourism, shares a joke with David Shields, deputy director of tourism/marketing, during a press briefing at the Jamaica Pegasus Hotel yesterday. - RUDOLPH BROWN/CHIEF PHOTOGRAPHER
JAMAICA EXPERIENCED its best year ever in tourism last year with record stopover visitor arrivals of 1.478 million.
Speaking at a media briefing yesterday, Paul Pennicook, director of tourism, said while the tourism sector experienced a major setback in 2001 due to the effects of the terrorist attacks on the United States, it has recovered significantly with a 4.5 per cent increase in stopover arrivals last year.
VISITOR EXPENDITURE
In addition, Mr. Pennicook said visitor expenditure last year amounted to $1.5 billion.
However, Mr. Pennicook said industry players would not become complacent with these results.
He stated that a further diversification in the source markets was essential, which he said would require a lot more marketing.
According to Mr. Pennicook, the sector has become too dependent on the United States market while less focus is being placed on the others.
"We are happy to get all the people we do from the United States but when we get 73 per cent of our arrivals from them as we did in 2002, we are living dangerously," he emphasised.
