THE EDITOR, Sir:

The news that the Irish will be targeted as a tourism niche market would be welcomed by many, like myself, who wish to see a more structured, sophisticated, creative and equitable approach to growing the industry in Jamaica. Indeed, the recent phenomenal growth in tourist arrivals along with modest revenue increases, are undoubtedly attributable to the hard work put in by the Ministry of Tourism, allied state agencies, and the players in the industry.

The impressive numbers notwithstanding, it would be a tempting bit of conjecture to suggest that earnings of US$3 billion in 2006 could easily have been US$5-10 billion, had it not been for the image problems associated with crime, lack of product/service diversity, and a general risk-aversion among would-be and current local investors, among other things.

Viable attraction

In light of this Irish-wooing development, the question to be asked is: Is there going to be a companion 'cleaning up' and development of Irish Town in St. Andrew, and is this area to benefit from this real opportunity for cultural and/or ecological tourism? In this vein, could something be done to package German Town as a viable attraction for tourists from Germany? Are there other similar locations across the island with similar appeal to persons from other countries across the globe?

This brings to mind the shameful neglect of Spanish Town, considering its vast historical significance, and the growing Spanish tourist market in Jamaica? Will someone tell us what are the plans for this cultural and economic gold mine?

Further, is there any space for religious tourism beyond a sprinkling of international conventions? And, would a 'Jamaicanised' Disneyland (or Anancyland) be far-fetched?

It is clear that what we need is a government instigated drive, working in tandem with all stakeholders, to creatively fashion a more integrated and wide-ranging tourism product. The Government must take the lead, piecing together the various possibility pieces, and engaging in intelligent and ongoing product development. While all of this is being done, the forging of an inalienable nexus between tourism development and the people, would be a non-negotiable imperative.

Without the people and communities sharing the benefits of the growth of this 'untapped' industry, we may be sitting on a social powder keg instead of an economic gold mine. Since tourism is unquestionably one of the nation's growth industries, if we really 'put people first', they must grow with the industry. I don't think that this is beyond us.

I am, etc.,

HAROLD MINOTT

Hall's Delight, St. Andrew

Liguanea P.O.

harold_minott@hotmail.com