FROM THE PNP'S MANIFESTO - Heritage Tourism

Female contestants in the beer drinking contest rush to get their drinks

Heritage tourism

AS HAS been the experience in other parts of the world, we recognise that the future of tourism is inextricably linked to our rich history and dynamic culture. While the new focus will be driven by improved marketing, it will also involve a major programme of continuous development of heritage sites including Port Royal, Falmouth and Spanish Town. Restoration of great houses and construction of theme parks to highlight aspects of our past, will not only enhance the tourism product, but will serve to engage nationals in tourism activities, as well as in the reflection of significant events in our history. We will explore further the full potential of the intriguing Arawak/Taino experience, the tremendous Maroon story, and other aspects of our history.

Depicting and narrating our history in novel, artistic and 'edutaining' forms will be introduced as new element, which will be of significance to the national population, as well as to the tourist industry. We intend to spearhead a renaissance of Jamaican culture that embodies the best of who we are, while opening up new vistas for economic gain.

As part of the cultural tourism initiative, the resources of institutions such as the Institute of Jamaica, the African-Caribbean Institute of Jamaica/Jamaica Memory Bank, the National Library of Jamaica, the Jamaica National Heritage Trust, the Jamaica Archives and the Jamaica Cultural Development Commission will be used to anchor a programme geared at further unearthing and developing Jamaica's rich culture. Jamaica's music and dance have already attained wide international acclaim. With a more structured educational component focused on our natural heritage - our unique flora and fauna - we will target students, researchers, scientists and nature lovers to visit our shores to share the educational experience with nationals. This dimension holds tremendous possibilities for domestic tourism.

SPORTS TOURISM

Jamaica is the undisputed producer of some of the world's finest sporting talent. The new paradigm demands a greater integration of sports as part of a dynamic and profitable leisure and entertainment industry. We will seek to promote world-class sporting events that attract local and international patronage and participation. We will also extend our current sports tourism thrust to include cricket, football, athletics and golf, as well as netball, tennis, fishing and dominoes.

In our next term, the PNP-led government will continue its drive to develop national sporting facilities to first world standards as we have done with the National Stadium Complex. The programme to build and upgrade community facilities will be extended, thus providing the infrastructure for the further unearthing and honing of indigenous sporting skills among our very talented people.

TOURISM MASTER PLAN

Our tourism master plan will provide more jobs at all levels of the industry through various strategies and initiatives.

There will be an immediate overhaul of our marketing strategies. This should have significant impact on our major markets in North America, as well as position us as a major contender in Europe and other large markets. Increased visitor arrivals will be further facilitated by effecting improvements to the Jamaica Reservations Service, so that it provides better centralised information and booking services.

The expansion programme for the sector will include:

New hotels that will add 11,000 rooms. Already, the Spanish Hotel Chain RIU, has broken ground for their second property.

A major Convention Centre at Rosehall in Montego Bay which is at an advanced stage of planning and for which financing arrangements are being finalised.

Proceeding with implementation of the South Coast Tourism Development Plan beginning with the new hotel in Whitehouse, Westmoreland.

New and expanded attractions that will be based on our heritage, such as projects in carefully catalogued areas of the island, including Kingston.

Port Royal Development Project, featuring cruise terminals, underwater museum and other attractions, for which the detailed designs have been completed and the development permits secured.

Increased marketing of festivals including music, food and community based festivals which have been created to boost products such as shrimp, jerk, etc., and to promote homecomings by parishes, schools and community organisations.

An environmental thrust, including the promotion of mountain trails, bird-watching and other such activities, as well as the further development of national parks and other protected areas.

New opportunities for skilled artisans and craft vendors.

At another level, we will further improve infrastructure for the sector through:

A programme of urban renewal as part of Tourism product improvement

Upgrading and expansion of cruise ship facilities at Montego Bay and Ocho Rios

Extension of the Port Antonio Marina and building of a new marina in Lucea, Hanover.

Expanding shopping facilities in resort centres, and at airports and cruise terminals.

Establishing designated private aircraft centres with expanded facilities to accommodate passengers and crew travelling on privately-owned aircraft, as Jamaica seeks to increase business from this lucrative market.

Training

Recognising the central importance of our people to the success of the tourism sector, we have been implementing programmes geared to developing a well equipped labour force with proper skills, knowledge and attitude. Our flagship programme - Team Jamaica - is designed to foster professionalism and ensure consistently high standards in the delivery of service throughout the industry. In the next term we will

Accelerate training to fully penetrate the industry and related services.

Integrate Team Jamaica into the curriculum of tertiary institutions

Continue collaborative training initiative under the Caribbean Regional Human Development for Economic Competitiveness Programme [CEPEC]

Accelerate the work towards establishing a co-ordinated and standardised human resource development tourism system with clear career paths based on market demands for labour.

Promote and enforce Team Jamaica Certification which is a requirement for employment in the industry and supporting services.

These efforts will ensure that industry workers and others associated with tourism will benefit from more training in areas including craft development, music and the performing arts, tour guiding, the care of artifacts, management, the culinary arts, health and safety, and conflict resolution.