1 JAMAICA TOURIST BOARD CORPORATE PLAN & MARKET STRATEGY 2003/04 – 2004/05

1

JAMAICA TOURIST JAMAICA TOURIST BOARDBOARD

CORPORATE PLAN CORPORATE PLAN

&&

MARKET STRATEGYMARKET STRATEGY

2003/04 – 2004/052003/04 – 2004/05

2

TOURISM PERFORMANCETOURISM PERFORMANCEIN 2003IN 2003

OVERVIEWOVERVIEW

3

PERFORMANCE 2003PERFORMANCE 2003

• Since September 11 of 2001, activities in the

tourism industry have been more related to

strategies for generating recovery in arrivals

and earnings

•Following a path of steady recovery

throughout the year 2002, the process was

further retarded by the build up to USA/Iraqi-

led war, and the actual war itself that took

place earlier in 2003.

4


• The industry performed relatively well during

2003. The main contributing factors to this

performance are:

Increased airlift from the main market areas

The sustained level of advertising and promotional activities

The perception of the Caribbean as a “safe” area.

5


P r o je c te d S to p o v e r A r r iv a l s :2 0 0 3P r o je c te d S to p o v e r A r r iv a l s :2 0 0 3

1 ,3 2 3 1 ,2 7 71 ,2 6 6

1 ,3 5 7

0

5 0 0

1 ,0 0 0

1 ,5 0 0

2 ,0 0 0

(Th

ousa

nd

s)

2 0 0 0 2 0 0 1 2 0 0 2 2 0 0 3

PROJECTIONS

% C h a n g e + 6 .0 % - 3 .5 % - 0 .8 % + 7 .1 %

6


P r o je c te d C r u i s e P a s s e n g e r P r o je c te d C r u i s e P a s s e n g e r A r r iv a l s :2 0 0 3A r r iv a l s :2 0 0 3

9 0 8 8 4 0 8 6 5

1 ,1 0 4

0

5 0 0

1 ,0 0 0

(Th

ousa

nd

s)

2 0 0 0 2 0 0 1 2 0 0 2 2 0 0 3

PROJECTIONS

% C h a n g e + 1 8 .7 % -7 .4 % + 3 .0 % + 2 8 .0 %

7


P r o je c te d G r o s s V is i to r P r o je c te d G r o s s V is i to r E x p e n d i tu r e :2 0 0 3E x p e n d i tu r e :2 0 0 3

1 ,3 3 3 1 ,2 3 21 ,2 0 9

1 ,3 1 9

0

5 0 0

1 ,0 0 0

1 ,5 0 0

(US

$ M

illi

ons)

2 0 0 0 2 0 0 1 2 0 0 2 2 0 0 3

PROJECTIONS

% C h a n g e + 4 .2 % - 7 .5 % - 1 .9 % + 9 .1 %

8


• Cont’d

The average hotel room occupancy rate

should be about 60%

Total capacity in the accommodation stands

at 24,239 rooms, of which

16,723 are in hotels and

7,516 in villas, guesthouses and

apartments.

9

MISSION STATEMENTMISSION STATEMENT

• To develop and market the To develop and market the

tourism industry so that tourism industry so that

JAMAICA JAMAICA remains the remains the

premier Caribbean tourism premier Caribbean tourism

destination.destination.

10

VISION STATEMENTVISION STATEMENT

• To be the most efficient and To be the most efficient and

respected public sector agency, respected public sector agency,

dedicated to the marketing of the dedicated to the marketing of the

destination and to enabling the tourism destination and to enabling the tourism

industry to achieve sustainable growth industry to achieve sustainable growth

and development.and development.

11

CORPORATE OBJECTIVESCORPORATE OBJECTIVES2003/04 TO 2005/062003/04 TO 2005/06

• Over the next three years, the JTB will Over the next three years, the JTB will

seek to achieve the following seek to achieve the following

objectives: objectives: Increase stopover arrivals by Increase stopover arrivals by 7.0%7.0% per annum. per annum.

Increase cruise passenger arrivals by Increase cruise passenger arrivals by 10.3%10.3% per per

annum.annum.

Increase gross foreign exchange earnings by Increase gross foreign exchange earnings by

8.0%8.0% per annum. per annum.

12

PROJECTED VISITOR ARRIVALS & EXPENDITUREPROJECTED VISITOR ARRIVALS & EXPENDITURE

FISCAL YEARFISCAL YEAR

US$millionTotal Cruise Total Total

Stopovers Passengers Visitors Earnings

2002/03 1,288 982 2,270 1,232 2003/04 1,388 1,145 2,533 1,363 2004/05 1,479 1,328 2,807 1,504 2005/06 1,554 1,394 2,948 1,586

Fiscal Years: 2003/04 - 2005/06 (in Thousands)

13


• Over the next three years, the JTB will Over the next three years, the JTB will

seek to achieve the following seek to achieve the following

objectives: objectives: Increase stopover arrivals by Increase stopover arrivals by 7.0%7.0% per annum. per annum.

Increase cruise passenger arrivals by Increase cruise passenger arrivals by 10.3%10.3% per per

annum.annum.

Increase gross foreign exchange earnings by Increase gross foreign exchange earnings by 8.0%8.0%

per annum.per annum.

Achieve an overall annual average hotel room Achieve an overall annual average hotel room

occupancy rate of 63 percent by 2005/06. occupancy rate of 63 percent by 2005/06.

14


• Work with other agencies in the public and private Work with other agencies in the public and private

sectors to: sectors to:

Reduce the level of visitor harassment. Reduce the level of visitor harassment.

Increase the level of visitor satisfaction.Increase the level of visitor satisfaction.

Increase the contribution of tourism to the Increase the contribution of tourism to the

national economy.national economy.

15

VISITOR ARRIVAL TARGETSVISITOR ARRIVAL TARGETS

The targets for 2004 are as follow: The targets for 2004 are as follow: A.A. Fiscal Year 2004/05Fiscal Year 2004/05

• Stopovers………………………….1,479,364 (+ 6.6%)Stopovers………………………….1,479,364 (+ 6.6%)

• Cruise Passengers……………….1,328,055 (+16.0%)Cruise Passengers……………….1,328,055 (+16.0%)

• Gross Visitor Expenditure……US$1,504M (+10.3%)Gross Visitor Expenditure……US$1,504M (+10.3%)

B.B. Calendar Year 2004Calendar Year 2004

• Stopovers………………………….1,456,045 (+ 7.3%)Stopovers………………………….1,456,045 (+ 7.3%)

• Cruise Passengers……………….1,296,998 (+17.5%)Cruise Passengers……………….1,296,998 (+17.5%)

• Gross Visitor Expenditure……US$1,465M (+11.0%)Gross Visitor Expenditure……US$1,465M (+11.0%)

16

STOPOVER ARRIVALS TARGETSSTOPOVER ARRIVALS TARGETS%ChangeCALENDAR YEAR

2004/0320042003

4.8%446,632426,086Northeast

5.8%286,758270,973South

4.8%212,752202,965Mid_west

6.3%74,43970,010West

5.2%1,020,581970,034U.S.A.

12.2%107,16595,512Canada

Europe

13.8%234,992206,554Primary Mkts

21.3%11,6509,601Secondary Mkts

6.1%2,7842,623Tertiary Mkts

9.0%5,3304,890Other Europe

10.0%48,54144,128Caribbean

12.0%12,88311,503Latin America

-0.4%4,0594,075Japan

4.0%8,0607,750Other Countries

7.3%1,456,0451,356,670Grand total

Primary Mkts - Includes UK, Germany, Italy, Holland & Spain

Secondary Mkts - Includes France, Austria, Belgium, Switzerland

Tertiary Mkts - Denmark, Finland, Norway, Sweden, Spain

17

STOPOVER ARRIVALS TARGETSSTOPOVER ARRIVALS TARGETS%ChangeCALENDAR YEAR

2004/0320042003

4.8%446,632426,086Northeast

5.8%286,758270,973South

4.8%212,752202,965Mid_west

6.3%74,43970,010West

5.2%1,020,581970,034U.S.A.

12.2%107,16595,512Canada

Europe

13.8%234,992206,554Primary Mkts




10.0%48,54144,128Caribbean


-0.4%4,0594,075Japan


7.3%1,456,0451,356,670Grand total

18

STOPOVER ARRIVALS TARGETSSTOPOVER ARRIVALS TARGETS%ChangeFISCAL YEARS

2004/05/ 2003/042004/052003/04

4.6%452,868433,091Northeast

6.0%292,650276,172South

6.5%219,650206,302Mid_west

7.4%76,76471,449West

5.6%1,041,932987,014U.S.A.

11.0%109,87799,011CanadaEurope

9.1%230,930211,578Primary Mkts




7.0%48,66845,479Caribbean


-0.6%4,0604,084Japan


6.6%1,479,3641,388,264Grand total

19

ASSUMPTIONSASSUMPTIONS

• The targeted growth in visitor arrivals is based on The targeted growth in visitor arrivals is based on

certain assumptions: certain assumptions:

Promotional budget will be adequate and available on a Promotional budget will be adequate and available on a

timely basis to keep Jamaica prominent in the marketplace. timely basis to keep Jamaica prominent in the marketplace.

Rooms scheduled to come on stream will largely Rooms scheduled to come on stream will largely

generate additional business. generate additional business.

The obstacles that tend to constrain growth: crime, The obstacles that tend to constrain growth: crime,

visitor harassment, and poor infrastructure, can be visitor harassment, and poor infrastructure, can be

minimized or eliminated. minimized or eliminated.

An adequate number of airseats will be available from An adequate number of airseats will be available from

each targetted region. each targetted region.

20

STRATEGIC OBJECTIVESSTRATEGIC OBJECTIVES Over the next three years, the JTB will employ a Over the next three years, the JTB will employ a range of strategies in its programme of operation. range of strategies in its programme of operation.

• The strategies may be categorized according to The strategies may be categorized according to functional areas: functional areas:

Marketing StrategiesMarketing Strategies

Citizen Service StrategiesCitizen Service Strategies

Human Resources StrategiesHuman Resources Strategies

Financial StrategiesFinancial Strategies

Sustainable Development StrategiesSustainable Development Strategies

Information Technology StrategiesInformation Technology Strategies

21


• Target those market segments that hold good Target those market segments that hold good

potential for business to Jamaica.potential for business to Jamaica.

• Promote Jamaica as a distinctive and preferred Promote Jamaica as a distinctive and preferred

destination through public relations programmes destination through public relations programmes

and through advertising in the electronic and print and through advertising in the electronic and print

media.media.

22

Marketing StrategiesMarketing Strategies• Establish and maintain close links with trade Establish and maintain close links with trade

partners, travel agents, tour operators and airline partners, travel agents, tour operators and airline

personnel.personnel.

• Collaborate with the private sector: hoteliers, Collaborate with the private sector: hoteliers,

attractions and transportation operators etc., to attractions and transportation operators etc., to

effectively market Jamaica and to ensure that the effectively market Jamaica and to ensure that the

product is in tandem with recognized consumer product is in tandem with recognized consumer

needs.needs.

23


• Promote special events that can attract visitors Promote special events that can attract visitors

throughout the year and enhance the image of the throughout the year and enhance the image of the

destination overseas. destination overseas.

• Achieve greater integration with JamVac and JRS Achieve greater integration with JamVac and JRS

so that the combined efforts of these agencies will so that the combined efforts of these agencies will

have full impact in the marketplace. have full impact in the marketplace.

24


• Secure adequate scheduled and chartered airseats Secure adequate scheduled and chartered airseats

to Jamaica from targeted airlines and tour operators to Jamaica from targeted airlines and tour operators

in the international markets. in the international markets.

• Exploit the advantages of Internet technology to Exploit the advantages of Internet technology to

market Jamaica. market Jamaica.

25

Citizen Service StrategiesCitizen Service Strategies

• Promote a greater awareness, locally, of the Promote a greater awareness, locally, of the

importance of tourism in the Jamaican economy importance of tourism in the Jamaican economy

through the local communication programmes. through the local communication programmes.

• Market Jamaica to Jamaicans. Market Jamaica to Jamaicans.

26

Human Resources StrategiesHuman Resources Strategies

• Complete restructuring of the JTB to create a lean Complete restructuring of the JTB to create a lean

and cost-effective organization.and cost-effective organization.

• Undertake staff development and training to Undertake staff development and training to

ensure that the JTB maintains a cadre of qualified ensure that the JTB maintains a cadre of qualified

and motivated staff who will carry out the functions and motivated staff who will carry out the functions

of the organization in the most effective way. of the organization in the most effective way.

27

Financial StrategiesFinancial Strategies

• Manage the finances and assets of the JTB so that Manage the finances and assets of the JTB so that

accountability and transparency are observed, and accountability and transparency are observed, and

that maximum benefit accrues to the country from that maximum benefit accrues to the country from

the budgetary allocation. the budgetary allocation.

• Achieve maximum impact for the promotional Achieve maximum impact for the promotional

dollar spent in the marketplace. dollar spent in the marketplace.

28

Sustainable Development StrategiesSustainable Development Strategies

• Play a key role in encouraging greater care of the Play a key role in encouraging greater care of the

environment and the maintenance of a desirable environment and the maintenance of a desirable

ecological balance in resort areas. ecological balance in resort areas.

• Work in conjunction with other agencies to Work in conjunction with other agencies to

develop and market cultural/heritage tourism in a develop and market cultural/heritage tourism in a

manner compatible with the recognition of, and the manner compatible with the recognition of, and the

respect for our rich national heritage and history. respect for our rich national heritage and history.

29


• Track industry performance and gather market Track industry performance and gather market

intelligence so that new and emerging consumer intelligence so that new and emerging consumer

trends are determined and strategies are modified trends are determined and strategies are modified

accordingly. accordingly.

• Maintain a comprehensive tourism database to aid Maintain a comprehensive tourism database to aid

decision-making and policy formulation at both decision-making and policy formulation at both

government and private sector levels.government and private sector levels.

• Enhance the organization’s capabilities to exploit the Enhance the organization’s capabilities to exploit the

Internet and related technologies as a marketing Internet and related technologies as a marketing

channel .channel .

30


• Act as facilitator for industry operators, especially Act as facilitator for industry operators, especially

those of small enterprises, to understand and those of small enterprises, to understand and

effectively market their products through electronic effectively market their products through electronic

commerce. commerce.

• Continue the development of a Management Continue the development of a Management

Information System that will enhance the effectiveness Information System that will enhance the effectiveness

of the organization. of the organization.

• Build a database of a sample of visitors with email Build a database of a sample of visitors with email

addresses. addresses.

31

S.W.O.TS.W.O.T(S(Strengths, WWeaknesses, OOpportunities, TThreats)

Analysis

• The fundamental strategy is to The fundamental strategy is to

accentuate the positives, reduce the accentuate the positives, reduce the

negatives as far as possible, exploit the negatives as far as possible, exploit the

opportunities, and at the same time, opportunities, and at the same time,

recognize the threats. recognize the threats.

32

S.W.O.TS.W.O.T• STRENGTHS STRENGTHS

Diversity of natural attractions, topography, flora, fauna, and Diversity of natural attractions, topography, flora, fauna, and

accommodation. accommodation.

Warmth/hospitality of people Warmth/hospitality of people

Climate Climate

Proximity to the USA/Canada Proximity to the USA/Canada

English-speaking English-speaking

Easily trained staffEasily trained staff

Cultural/historical heritage i.e. exotic cuisine, music, art, etc.Cultural/historical heritage i.e. exotic cuisine, music, art, etc.

Airlift, including the National Airline – Air Jamaica Airlift, including the National Airline – Air Jamaica

JTB’s Website JTB’s Website

33

S.W.O.TS.W.O.T• WEAKNESSES WEAKNESSES

Image in the marketplace Image in the marketplace CC unsafe destination, unsafe destination,

all-inclusive/ couples destination . all-inclusive/ couples destination .

Insufficient scheduled air service from some Insufficient scheduled air service from some

markets e.g. Europe markets e.g. Europe

Lack of man-made attractions/ development of Lack of man-made attractions/ development of

natural attractions natural attractions

Lack of enough large facilities to adequately host Lack of enough large facilities to adequately host

large meetings and conventions over 300 people. large meetings and conventions over 300 people.

34

S.W.O.TS.W.O.T• OPPORTUNITIES OPPORTUNITIES

Growing number of two-income families – more Growing number of two-income families – more

income income

Earlier retirement - more healthy/active retirees Earlier retirement - more healthy/active retirees

travelling travelling

>>Yuppie MarketYuppie Market==/more spending power /more spending power

Reduced air travel time (more direct flights, Reduced air travel time (more direct flights,

charters)charters)

Improved standards of living in main markets Improved standards of living in main markets

35

S.W.O.TS.W.O.T

• OPPORTUNITIES OPPORTUNITIES

Growing special interest, cruise, conference and Growing special interest, cruise, conference and

incentive marketsincentive markets

VFR marketVFR market

Domestic tourismDomestic tourism

Cruise passengers as potential stopovers. Cruise passengers as potential stopovers.

EuropeEurope

New infrastructure development/privatizationNew infrastructure development/privatization

36

S.W.O.TS.W.O.T

• THREATS THREATS

High Crime Rate High Crime Rate

Growth of competition Growth of competition

Pollution of Environment Pollution of Environment

Visitor Harassment Visitor Harassment

Cuba Cuba

37

THE MARKETSTHE MARKETS

• The marketing and sales The marketing and sales programmes and activities are programmes and activities are developed and planned so as to developed and planned so as to focus on: focus on:

1.1. The Geographic regions:The Geographic regions:

The Americas – USA, Canada, Latin America The Americas – USA, Canada, Latin America

and the Caribbean and the Caribbean

Europe – primary & secondary markets Europe – primary & secondary markets

38

THE MARKETSTHE MARKETS

a)a) Honeymoon Honeymoon

b)b) Nature Tourism Nature Tourism

c)c) African American African American

d)d) Groups/Convention Groups/Convention

e)e) The Family Market The Family Market

f)f) Sports (golf, cricket, Sports (golf, cricket,

football) football)

g)g) Overseas Jamaicans Overseas Jamaicans

2.2. Selected Market Segments: Selected Market Segments:

39

MAJOR PROGRAMMES/ACTIVITIESMAJOR PROGRAMMES/ACTIVITIES

• Completion of the reorganization of the JTBCompletion of the reorganization of the JTB

• Review and appointment of global Review and appointment of global

advertising agencyadvertising agency

• Implementation of marketing programmesImplementation of marketing programmes

Priority areas: Priority areas:

40

MARKETINGMARKETING

• The marketing progammes and activities are The marketing progammes and activities are

informed by research and are designed to informed by research and are designed to

support the strategies that were mentioned support the strategies that were mentioned

earlier. earlier.

• There are three main components: There are three main components:

Sales Sales

AdvertisingAdvertising

Public RelationsPublic Relations

41

Sales ActivitiesSales Activities

• The objective is to generate and maintain The objective is to generate and maintain

interest in Jamaica by the travel distribution interest in Jamaica by the travel distribution

network, including: network, including:

tour operators,tour operators,

retail travel agents, retail travel agents,

airline representatives and others who sell airline representatives and others who sell

Jamaica.Jamaica.

42

Sales ActivitiesSales Activities

• Activities, which have in the past delivered Activities, which have in the past delivered

good return on investment, will be pursued good return on investment, will be pursued

and increased. These include: and increased. These include:

Blitzes Blitzes

Seminars Seminars

Fly-ins and familiarization tours Fly-ins and familiarization tours

Trade and consumer shows Trade and consumer shows

43

AdvertisingAdvertising

• The advertising programme is The advertising programme is

designed to create attention, designed to create attention,

interest, desire and action among interest, desire and action among

core constituencies, resulting in core constituencies, resulting in

increased visitor arrivals to increased visitor arrivals to

Jamaica. Jamaica.

44

AdvertisingAdvertising • An appropriate mix of media channels will be An appropriate mix of media channels will be

used to communicate messages to the used to communicate messages to the

various targeted audiences. These include…various targeted audiences. These include…

Electronic media (network and cable TV, Electronic media (network and cable TV, radio, cinema screens) radio, cinema screens)

Print (magazines and newspapers)Print (magazines and newspapers)

The website The website

• Television advertising frequencies will be Television advertising frequencies will be

strategically structured so as to give the strategically structured so as to give the

impression that Jamaica enjoys an extended impression that Jamaica enjoys an extended

presence on TV. presence on TV.

45


• The JTB has just appointed two public The JTB has just appointed two public

relations agencies:relations agencies:

Ruder and Finn – for the Americas Ruder and Finn – for the Americas

Financial Dynamics – Europe Financial Dynamics – Europe

46


• Programme for the Americas – Programme for the Americas –

““The Genius of Jamaica” The Genius of Jamaica”

The framework from which we will The framework from which we will

generate positive media coverage through generate positive media coverage through

uniquely Jamaican themes that have uniquely Jamaican themes that have

substance, news and entertainment value substance, news and entertainment value

47


•This programme…This programme…

• Identifies Identifies key nicheskey niches

• Includes each of Jamaica’s six Includes each of Jamaica’s six distinctive distinctive resort area productsresort area products

• Helps Helps manage Jamaica’s reputationmanage Jamaica’s reputation, , shaping and re-shaping opinions every shaping and re-shaping opinions every dayday

• Sets Jamaica apartSets Jamaica apart – more than a beach… – more than a beach…a country rich in art, music, literature, a country rich in art, music, literature, beauty, unforgettable cuisine, etc.beauty, unforgettable cuisine, etc.

48


•This programme…This programme…

• Imparts an Imparts an aspirational auraaspirational aura that says that says “come, let us inspire you”“come, let us inspire you”

• Enables us to Enables us to showcase the very bestshowcase the very best Jamaica has to offerJamaica has to offer

• Gives consumers Gives consumers new reasonsnew reasons to to consider/return to Jamaicaconsider/return to Jamaica

• Speaks to resilient and influential Speaks to resilient and influential affluent affluent marketmarket

49


•Themes…Themes…

• Jamaican DesignJamaican Design

• Jamaican Fine ArtsJamaican Fine Arts

• Jamaican MusicJamaican Music

• Jamaican LiteratureJamaican Literature

• Jamaica’s BeautyJamaica’s Beauty

• Jamaican CuisineJamaican Cuisine

• Jamaican Performing Jamaican Performing ArtsArts

• Jamaican SportsJamaican Sports

• Jamaican Hospitality Jamaican Hospitality IndustryIndustry

50

Programme for Europe Programme for Europe

• ““Jamaica – Look Again”Jamaica – Look Again” An Integrated Communications StrategyAn Integrated Communications Strategy

Four main components coordinated Four main components coordinated through a “Press Office” through a “Press Office”

• Consumer programmeConsumer programme

• Trade programmeTrade programme

• Affinity programmeAffinity programme

• Opinion Former ProgrammeOpinion Former Programme

51

““Jamaica – Look Again”Jamaica – Look Again”

Programme Objectives:Programme Objectives: Raise visibility of JTB Raise visibility of JTB

Enhance consumer understanding Enhance consumer understanding

Drive holiday bookings Drive holiday bookings

Change perceptions among opinion formers Change perceptions among opinion formers

Boost innovation and yield from tourismBoost innovation and yield from tourism

Raise the profile of Jamaica among trade Raise the profile of Jamaica among trade

professionalprofessional..

52

A detailed programme structure A detailed programme structure

by department will be included by department will be included

in the Corporate Plan 2004/05in the Corporate Plan 2004/05

Documents

1 JAMAICA TOURIST BOARD CORPORATE PLAN & MARKET STRATEGY 2003/04 – 2004/05