1
JAMAICA TOURIST JAMAICA TOURIST BOARDBOARD
CORPORATE PLAN CORPORATE PLAN
&&
MARKET STRATEGYMARKET STRATEGY
2003/04 – 2004/052003/04 – 2004/05
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TOURISM PERFORMANCETOURISM PERFORMANCEIN 2003IN 2003
OVERVIEWOVERVIEW
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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.
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PERFORMANCE 2003PERFORMANCE 2003
• 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.
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PERFORMANCE 2003PERFORMANCE 2003
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 %
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PERFORMANCE 2003PERFORMANCE 2003
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 %
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PERFORMANCE 2003PERFORMANCE 2003
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 %
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PERFORMANCE 2003PERFORMANCE 2003
• 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.
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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.
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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.
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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.
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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)
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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.
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.
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CORPORATE OBJECTIVESCORPORATE OBJECTIVES2003/04 TO 2005/062003/04 TO 2005/06
• 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.
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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%)
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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
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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
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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
4.3%12,71212,184Secondary Mkts
3.3%4,7324,580Tertiary Mkts
9.7%4,9974,557Other Europe
7.0%48,66845,479Caribbean
13.2%13,49111,919Latin America
-0.6%4,0604,084Japan
1.4%7,9657,858Other Countries
6.6%1,479,3641,388,264Grand total
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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.
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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
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Marketing StrategiesMarketing Strategies
• 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.
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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.
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Marketing StrategiesMarketing Strategies
• 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.
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Marketing StrategiesMarketing Strategies
• 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.
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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.
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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.
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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.
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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.
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Information Technology StrategiesInformation Technology Strategies
• 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 .
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Information Technology StrategiesInformation Technology Strategies
• 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.
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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.
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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
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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.
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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
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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
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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
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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
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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:
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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:
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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
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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.
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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
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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.
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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.
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Public RelationsPublic Relations
• 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
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Public RelationsPublic Relations
• 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
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““The Genius of Jamaica” The Genius of Jamaica”
•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.
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““The Genius of Jamaica” The Genius of Jamaica”
•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
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““The Genius of Jamaica” The Genius of Jamaica”
•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
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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
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““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..
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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