Madden-Greg

KINGSTON hoteliers are positioning themselves to benefit big from the Caribbean's hosting of the International Cricket Council (ICC) Cricket World Cup later this year.

Nicola Madden-Greg, president of the Kingston chapter of the Jamaica Hotel and Tourist Association (JHTA), yesterday told a Gleaner Editors' Forum that plans are well under way to ensure that the capital city benefits from the hosting of this and other major sporting events.

"We are repositioning Kingston, moving away from the business only perception, to showcasing Kingston as the sports entertainment and cultural capital of the Caribbean," Mrs. Madden-Greg said.

17 per cent increase

Kingston, traditionally seen as a place for business tourists, saw a 17 per cent increase in visitor arrivals between 2004 and 2006. And with the JHTA's vision for the capital, Ms. Madden-Greg said they are aiming for a 35 per cent increase by 2009.

"Kingston has a lot of natural assets and infrastructure for sports tourism," she pointed out.

Apart from the newly-refurbished Sabina Park, Kingston also boasts a super running track at the National Stadium. There is also an Olympic-size swimming pool, good quality football surfaces, and the National Indoor Sports Centre equipped with playing courts.

Mrs. Madden-Greg said last year that several sport-related tour operators were brought in from the United Kingdom to help in the reposition drive.

Meanwhile, as Kingston seeks to shed its image as a purely business destination, Jamaica Promotions Corporation (JAMPRO) is busy trying to retag Jamaica as not just an island of fun, sand, sea and sun.

Sancia Bennett-Templer, deputy president at JAMPRO, noted that Jamaica does not have as strong a business image internationally, but they hope to change this.

"When you go overseas to do investment promotion, you are not starting from a ... recognition of a place to do business," Ms. Bennett-Templer said.

The rebranding of Jamaica, she said, will see Jamaica wearing the tag; Today's Jamaica Means Business.