JTB ANNUAL REPORT 2021-22

["become a certified Jamaica Travel Specialist, record JTB Seminars & Industry Trade Shows bookings and redeem branded items. The \u201cOne Love While the Southeast and West\/Southwest regions had Room\u201d served as an additional tool for keeping our to cancel spring seminars, the Northeast and Midwest travel advisor partners up-to-date on all JTB-related regions were able to host 25 in-person Fall dinner marketing and promotional activities. seminars and 3 travel advisor training sessions in \u201cOne Love Vibes\u201d Newsletter collaboration with our travel industry (tour operators The weekly dissemination of the eNewsletter and hotel) partners, updating 1,757 and 77 travel continued to update Jamaica Travel Specialists on advisors respectively. product developments, partners\u2019 product offerings and incentives, as well as BDO activities in the respective JTB Dinner Seminar, Baltimore, MD territories. The eNewsletter has an average monthly November 2021 open rate of over 16% and an average monthly click Tour operator partner and industry trade shows, both rate of over 17%. virtual and in-person, afforded us the opportunity to Familiarization (Fam) Trips keep Jamaica visible in the marketplace. The US team The US completed 15 fam trip rotations, providing participated in 17 tour operator partner webinars a firsthand update for 200 travel advisors. We reaching 1,441 travel advisors. As traditional trade continued to limit the number of agents per group to shows succh as the ASTA Conference, SeaTrade, 8-10 in an effort to facilitate social distancing. ALG\u2019s Ascend, CruiseWorld and Cruise360, returned to in-person events, the JTB were able to participate In-Person Sales Calls & Telemarketing in 65 events attended by 22,564 trade partners. The tightening and relaxing of protocols as variants emerged and subsided meant that the JTB US Team had to be judicious in determining when to pull back from in-person activities. This resulted in a mix of our outreach methods, incorporating both in-person sales calls and telemarketing. During the period under review, the Team reached approximately 544 travel advisors face-to-face and over 24,000 through telesales calls. Regional\t&\tNational\tEvents: Virtual Presentations Platforms such as Zoom, Teams, and Calendly, were employed and catchy themes were utilized to engage agents\u2019 attention. \u201cDigital Door Knocks\u201d, \u201c60 Days of Spring\u201d, \u201cTech A Byte of Jamaica\u201d, \u201cDigital Vibes Wire\u201d virtual interactive presentations reached 6,161 travel advisors during the review period. Digital Door Knocks - April 2021 Peninsula Travel Show May 2021 Bridal Shows Throughout the COVID-19 pandemic, one of JTB\u2019s core messages was \u201cLove is not cancelled\u201d. Every effort was made to ensure that Jamaica remained visible as a top destination in the wedding and honeymoon market. We participated in a virtual bridal show, which reached over 1,000 brides and 12 in-person shows where some 11,629 participants were in attendance. ANNUAL REPORT 2021-2022 | 96","SALES ACTIVITIES USA MARKET SUMMARY CONT. travel protocols were shared along with discussions regarding Jamaica\u2019s bobsled team. Watch parties Activities Overview Cont. were organized for the community to view the team compete in the Olympics. Bridal Shows Cont. Consumer Shows continued to be a crucial part of our marketing efforts to keep Jamaica top of mind. The Georgia Bridal Show \u2013 Atlanta, GA JTB participated in 7 virtual shows which reached September 2021 1,585 consumers and 32 in-person events where Diaspora Events some 149,907 persons attended. The JTB sponsored and participated in 9 in-person Groups & Conventions diaspora promotions, attended by 1,572 persons, Some challenges in the market that impacted MICE and 9 virtual events reaching an audience of 75,850. travel included the vaccine roll out and the increasing Radio interviews were conducted in 7 cities where COVID-19 positivity rate, especially among staff at the hotels and attractions where clients would be visiting. Planners were concerned with staff turnover, especially the departure of more experienced staff members that were, in their estimation, key to a successful program. The focus was to try to return to in-person events in the shortest possible time as virtual or hybrid events proved not to be providing the desired ROI. By June, US companies were trending towards conducting business closer to home, including the Caribbean. Jamaica\u2019s excellent airlift proved beneficial for the destination as smaller incentive companies\t which\t were\t more\t flexible\t and\t wished\t to\t gather information for their clients were starting to travel to the island for site visits. The Centers for Disease Control and Prevention (CDC) Level 4 advisory, \u201cAvoid travel to this destination\u201d, coupled with curfews and no movement days, had planners questioning whether they should postpone travel to Jamaica, citing legal implications for their organization. A number of planned fam trips were postponed as some planners decided to wait until 2022. Once the Omicron variant began to wane, the road to recovery became clearer and cancellations started to decline, making the first quarter of 2022 the most active since the beginning of the Covid-19 pandemic. The lifting of restrictions (including curfews, travel authorization and quarantine) were perceived as very positive developments for the MICE travel industry and planners were reported that they were busier than ever. Jamaica was seeing a steady uptick in MICE business. As a result, the team started to attend and participate in more major industry shows while continuing partnerships with Incentive Houses and third parties. 97 | JAMAICA TOURIST BOARD","CANADA Jamaica Travel Specialist (JTS) \u201cOne Love Affair\u201d Weekend Highlights This affair for top JTS sellers from North America was held at the Ocean Coral Spring Resort, December 9-12, 3-Day Hotel Quarantine on Arrival 2021. Twenty Canadian travel advisors qualified, but The 3-day hotel quarantine on arrival went into effect only 15 were able to attend. We had the opportunity Feburay 22nd, 2021. Upon landing, travellers did to celebrate and salute our top bookers from the JTS COVID-19 testing at the airport and had to quarantine program at the annual \u201cOne Love Affair\u201d awards gala. at government selected hotels at their own expense The theme, \u201cStronger Together\\\", perfectly captured for three days, or until they receive a negative test the energy we felt from our valued JTS travel advisors result. and assured us that Jamaica is in good hands. The Prime Minister, Justin Trudeau, later announced the elimination of the country\u2019s mandatory hotel quarantine and the 14-day home quarantine for returning Canadian citizens and permanent resident travelers who were fully vaccinated with approved vaccines in Canada. This came into effect as of July 05, 2021. Major airlines (WestJet, Air Canada, Swoop and George Brown College President, Dr, Gervan Fearon Sunwing)\t resumed\t flights\t into\t the\t Caribbean\t and\t and Minister Honourable Edmond Bartlett, Minister other sun destinations mid-June\/July. Air Canada led of Tourism signed a memorandum of understanding the way with the first arrival on Sunday July 4 into (MOU) on March 25 formalizing the partnership Sangster International Airport (MBJ) - the Dreamliner between the college and the GTRCMC. carrying 200 passengers and crew. Returning Canadian Residents Benefit From Reduced PCR Covid-19 Test Cost JTB secured the reduction of the PCR rates from two primary labs in Jamaica. Baywest and TLS announced the new accessible PCR testing services for Canadian travelers in Jamaica. The market responded favourably to the US $75.00 PCR test cost announced in October for all Canadian Residents returning to Canada. Angella Bennett, Regional Director, Canada, Jamaica Global Tourism Resilience Centre Established Tourist Board (far left) pictured with some of the top- Satellite Centre at Toronto\u2019s George Brown selling Canadian Jamaica Travel Specialists at the College annual One Love Affair in Trelawny Minister of Tourism, The Honourable Edmund Bartlett, Professor Lloyd Waller, Executive Director, and Anna Newell, Director of Global Affairs, GTRCMC visited Toronto to sign a Memorandum of Understanding (MOU) with George Brown College President, Dr. Gervan Fearon, to establish a satellite office in Toronto for the Global Tourism Resilience Centre. The official ceremonial signing was held at the Jamaican Canadian Association hall on March 25, 2022 and witnessed by George Brown College (GBC) executives, the Honourable Minister and media present including (CBC). ANNUAL REPORT 2021-2022 | 98","SALES ACTIVITIES CANADA CONT. Baxter Travel Agent Appreciation Day Event This event held on May 27, 2021 was hosted by Highlights Cont. Baxter Travel Media for retail advisors with a trade show component for suppliers. JTB was an exhibitor, Global Tourism Resilience Centre Established and over 200 travel agents visited our booth. Satellite Centre At Toronto\u2019s George Brown JTB Canada Travel Agents Facebook Group \u2013 College Cont. \u201cNice Up You Yaard\u201d Contest Two students from Jamaica will be invited to study Our private Facebook Group grew exponentially - with at the GBC through this MOU. over 2726 members as at June 2021. We continued George Brown College is the first Canadian partner to run monthly contest and activities to keep the of the Centre to establish a Satellite Centre focused engagement strong. June, 2021 we closed the \u201cNice on research and development, policy advocacy Up You Yaard\u201d contest. We received over 64 entries and communication management, program\/project and 5 lucky winners received a beautiful cookbook, design and management, and training and capacity called \\\"Jerk from Jamaica\\\", a barbeque tool gift set, a building in various areas. Jamaica branded cooler bag and other small, branded Launch of the Jamaica 60th Anniversary items. (Diamond Jubilee) Inaugural Jamaica Virtual Product Showcase JTB Canada was part of the joint collaborative Via Zoom engagement, travel agents met with our inter-agency efforts to launch the Canada Jamaica airline and tour operator partners, resorts, attractions 60 cocktail reception and church service March and ground transportation representatives; as well 26-27th). Remarks were given by The Honourable as JTB on-island and in-market product teams to Edmond Bartlett, Minister of Tourism and the keynote promote Destination Jamaica. Over 200 Travel speaker was the Honourable Olivia Grange, Minister Advisors and 30 suppliers joined the JTB team at of Culture, Gender, Entertainment and Sport. The the July 20 event. Approximately 200 Travel Advisors delegation hosted over 200 diaspora, media and participated and interacted with 25 suppliers at the government officials at a cocktail reception and engaging November 24 event. Sunday church service at the Praise Cathedral. Virtual Road Show We conducted successful virtual roadshows for travel Activities Overview agents based in Manitoba, Saskatchewan and British Columbia. We partnered with 8 other non-competing In light of the Covid-19 pandemic, we continued with suppliers and had time for destination presentations. our adjusted mode of operation and adapted more Over 250 travel agents participated. virtual engagements, using social media platforms Jamaica Summer Short Story to increase our interaction with the travel trade and In this summer contest activation, we invited retailers consumers. to tell us a fun, or warm story about a Jamaica Ongoing Retail Engagement experience. This kept retailer engagement going over Throughout the year, no in-person sales visits were the summer. The top 3 entries received either a made to travel agencies across Canada due to Covid monetary prize or a gift card. 19. However, this was replaced by strong virtual Jamaica \u201cIrie\u201d Hour engagements week over week with reach coast to This on-going weekly engagement activity continued coast. to be our primary virtual outreach to the retail community. An average of 150 travel advisors tuned Travel Agent Day Promotion in live each month and approximately 300 more We celebrated Travel Agent Day virtually with agents viewed the recording of the show on our Facebook who sent their pictures for caricatures to be drawn group in the days following. We engaged over 10,000 of them (319 were submitted). Travel agents were Travel Agents from coast to coast. then asked to share their caricatures on social media resulting in a social media take over which lasted for almost a week. The members of our Facebook group increased as a result. 99 | JAMAICA TOURIST BOARD","JTB Partnership with Maple Leaf Sports & Jamaica Training University Entertainment (MLSE) Jamaica Night Education and training activities continued As part of the JTB\u2019s ongoing partnership with MLSE, uninterrupted via weekly all-day destination training we hosted a special Jamaica Night promotional event on Thursdays. To enable participation of all regions at a Toronto Football Club (TFC) game on October 16, of the country, classes were held three times per day 2021 to which travel agents and industry partners at\t10:00\ta.m;\t12\tnoon\tand\t3:00\tp.m.\tThe\tnoon\tevent\t were invited. was conducted in French for our francophone travel partners. On average, 80 Travel Advisors participated and were trained via this medium per month. Chit-Chat Thursdays With the increased change of information in the marketplace, the chit-chat Thursday was designed to engage retail partners in a relaxed and open question and answer session on the latest protocol information and to provide answers to general questions about the Destination. We had on average 30 agents per session. \u201cIrie\u201d Hour Mega Fam Trip - October 2021 12 Jammin\u2019 Days of Christmas Giveaway Fam Trips This was a holiday contest, created to award 12 We hosted a series of fam trips including a Mega holiday gifts to our retail community on our Face \u201cIrie\u201d Hour Fam from October 23\u201329, with a live Book page. For 12 festive days in December, travel on island show to commemorate the year-long chill agents were encouraged to log onto JTB Canada\u2019s and chat Zoom show, with 43 agents participating on Facebook page daily to reveal the prize of the day. location. This was followed by a series of small fams There were over 7,000 entries for the duration. This from October \u2013 December 2021, with a total of 80 increased the membership of our Facebook group. agents participating. JTB, Canada Facebook Group Airlines\/Tour Operators (Travel Agents Page) WestJet and Sunwing announced on March 2, 2022, Our private Facebook Group is exclusive to the that they had reached a definitive agreement under dedicated Jamaica-loving Canadian Travel Agent which the WestJet Group of companies would acquire community. It continued to be a medium of active Sunwing Vacations and Sunwing Airlines (inclusive daily engagement for our team and agents, and of SellOffVacations and Vacation Express) and that between agents and agents. Key destination assets Sunwing\u2019s CEO, Stephen Hunter, will head up the and activations were widely shared in this medium. Tour Operations side of the business. Following the Membership at March 2022 was over 2,900 Travel close of the transaction, which could take up to a Advisors. year pending the regulatory approval in Canada, Monthly Cheat Sheet & E-Zines a new tour operating business unit will be created Our monthly cheat sheet disseminated to the trade. under the WestJet Group, to include both Sunwing provides details on primary activations and special Vacations and WestJet Vacations Inc.; Sunwing's announcements. Consortiums on our distribution list current shareholders will become equity holders included:\t Travel\t Agent\t Next\t Door;\t Uniglobe;\t Travel\t in the WestJet Group. The agreement excludes the Only; Travel Leaders; YYZ Travel; TPI; Kemp Travel; hotel, Blue Diamond part of the business. Trip Central and Flight Centre Independent; and We participated in our tour operators\u2019 product Travel Edge. In total, over 2,700 new travel advisors launches and reached over 1,000 travel advisors. receive our monthly cheat sheet. ANNUAL REPORT 2021-2022 | 100","SALES ACTIVITIES CANADA CONT. Diaspora Engagements Edith Baxter Memorial Award Highlights Cont. The Edith Baxter Memorial Award, established in memory of Edith Baxter, long-time Canadian Meetings & Incentives\/Group Activity publishing icon, was founded by the JTB in We continued to engage and update our Meeting partnership with the Baxter family in 2021, and Planners on destination protocols and be available presented by both. The commemorative award to address the concerns of their clients. We had recognizes an outstanding community leader, who a presence on the Ignite Magazine website and uses\t their\t influence\t to\t elevate\t Destination\t Jamaica\t continued to be featured in its bi-weekly marketplace within Canada. updates. A Jamaica e-blast newsletter was sent out to 14,000 Ignite readers on February 16, 2022. Our engagement with SITE Canada & MPI Canada continued in the marketplace. Consumer Engagements Jamaican Patty Day in Toronto Fever Pitch executed the \u201cJamaican Patty Day\u201d campaign in Toronto on Feburary 23. Elements included:\t \u2022\t Influencer\tcampaign: Edith Baxter Memorial Awards Ceremony - The Brandon Gomez Show interview with Inaugural Memorial Award Luncheon Tastee Patty At the inaugural memorial awards luncheon, held - Jamaican-Canadian Chef Noel on September 30, 2021, Minister of Tourism, The Cunningham cooking spicy oxtail patties Honourable Edmund Bartlett, presented the 2021 - Black Foodie Patty Tour across Toronto and Edith Baxter Award to first-place winner, Donnovan segment on CTV Your Morning Simon, President of the Jamaica Canadian Association Alberta (JCAA). Mr. Simon was recognized for his \u2022\t Kiss\t92.5\tradio\tcampaign strong leadership skills in promoting Jamaica\u2019s \u2022\t Media\trelations\tprogram tourism sector and spotlighting Jamaican culture in Calgary and beyond. Four additional award nominees - Fever Pitch reached out to top Toronto media received\t trophies\t of\t recognition:\t Mary\t Long\t Bishop,\t outlets with pitches in advance of Patty Day. a long-time community activist and philanthropist; Natasha Borota, President and CEO of It Factor - Key outlets also received a box of patties Ltd. and member of the Helping Hands Jamaica from a favourite local shop to bolster social Foundation; Fiona Bowen, Membership Manager media mentions. with Association of Canadian Travel Agencies; and Caribbean Product Director, Wayne Noseworthy. - We also secured an official letter of greeting and social media mentions from Toronto Mayor John Tory, acknowledging the importance of the annual food holiday. Mix 97 Radio Come-Along UNITED KINGDOM\/NORTHERN EUROPE Sixty-five consumers joined this radio come-along to During most of 2021-2022, virtual engagement the Bahia Principe hotel from Feburary 26 - March with trade and consumers remained the focus due 5, 2022. Fever Pitch coordinated branded Jamaica to government protocols and restrictions. As the gifting items for the group as well as a press trip protocols changed in the last quarter, there was a to Negril for show host Sean Kelly after the group push for Jamaica sellers to promote the Destination trip (March 5-8) during which he produced several for immediate and future travel. human-interest radio segments. 101 | JAMAICA TOURIST BOARD","Activities Overview \u2022\t Island\tOutpost\tscreening\tof\t\u201cNo\tTime\tTo\tDie\u201d\t\t \u2013 October 2021 Fam Trips \u2013 There were no fam trips conducted due to government restrictions. \u2022\t#CelebrateWithUs\t\u2013\tAgent\tbirthday\tcelebration\t webinar \u2013 October 2021 Trade Seminars \u2013 48 Events \u2022\t Virtual\tengagement\twith\ttrade\tand\tconsumers\t \u2022\tJamaica\tDay\tactivity\tat\tTUI\tTelford\t\t \t \u2013 November 2021 remained the focus in the early part of 2021. However, from July through September, we saw a \u2022\tTUI\tRetail\tManagers\tand\tCall\tCentre\tVirtual\t slow start to the easing of government protocols, Conference \u2013 December 2021 which allowed a return to some in-person events once more. \u2022\tMidland\tTravel\tTrade\tClub\tChristmas\tBall\t\t \t \u2022\t Weekly\twebinars\ttargeting\tagents\tincluded,\t \u2013 December 2021 \u201cJamaica Off the Beaten Path\u201d, \u201cJamaica LIVE \u2013 All-inclusive Resorts\u201d, \u201cLuxury Destination \u2022\tDestination\tCaribbean\tTraining\tAcademy,\tLondon\t Updates and Protocols\u201d. \u2013 January 2022 \u2022\t Destination\tJamaica\tupdate,\t\u201cVirtual\tVibes\u201d\t included live footage from Jamaica and \u2022\tJamaica\tHigh\tTea\tin\tSolihull\t\u2013\tFebruary\t2022\t interaction with co-host hoteliers \u2022\t In\tthe\tlast\tquarter\t(January\t-\tMarch\t2022),\tthe\t \u2022\tJamaica\tHigh\tTea\tin\tManchester\t\u2013\tMarch\t2022 focus was on getting established Jamaica sellers to push the Destination for immediate and future \u2022\tJamaica\tHigh\tTea\tin\tLondon\t\u2013\tMarch\t2022\t travel and to welcome back the personal training and networking sessions. \u2022\t\u201cAll\tAbout\tJamaica\u201d\ttraining\tat\tSandals\tshop\t\t \u2013 March 2022 \u2022\tTrade\tPartner\tDrinks\tReception\t\u2013\tMarch\t2022 \u2022\tCTO\tCaribbean\tEvent\t\u2013\tMarch\t2022 Trade Shows \u2013 11 Events Sales Calls \u2013 50 Calls \u2022\t \u201cS\u2019Peaks\tEasy\u201d\tVirtual\tEvent\t\u2013\tApril\t2021 \u2022\t All\tactivities\twere\tcompleted\tthrough\tthe\tvarious\t \u2022\t Meet\tthe\tMedia\tIreland\t\u2013\tApril\t2021 \u2022\t Virtual\tCTO\tMeet\tthe\tMedia\t\u2013\tApril\t2021 programmes listed above. \u2022\t Destination\tHoliday\tShow\t\u2013\tMay\t2021 \u2022\t Although\tthe\tUK\tgovernment\tprotocols\tchanged\t \u2022\t \u201cS\u2019Peaks\tEasy\u201d\tVirtual\tEvent\t\u2013\tMay\t2021 \u2022\t CTO\tDestination\tCaribbean\tShowcase\t\t \t in the last quarter, travel agencies\/tour operators still maintained a \u2018no sales calls visits\u2019 policy and \u2013 September 2021 so JTB sales calls have been limited. \u2022\t No\tTime\tto\tDie\t\u2013\tJames\tBond\tSpecial\tScreening\t\t \u2022\t The\tteam\tcontinues\tto\ttarget\tagents\/sellers\tto\t develop stronger relationships with top retail \u2013 September 2021 sellers and have increased online interactions to \u2022\t Destination\tEvent\t\u2013\tSeptember\t2021 reach more reservation staff and home workers. \u2022\t MBR\tPeaks\tManchester\t\u2013\tSeptember\t2021 \u2022\t World\tTravel\tMarket\t\u2013\tNovember\t2021\t CONTINENTAL EUROPE \u2022\t Unite\tCaribbean\t\u2013\tMarch\t2022\t The global effect of the Covid-19 pandemic continued Trade Engagements \u2013 17 Events throughout this fiscal year with several variants causing occasional spikes. Our efforts in the market \u2022\tOne-on-one\t(Ongoing) centred around manoeuvring around the issuing and subsequent release of high-risk designations to \u2022\tHome\tWorker\tAgency\tDirectory\t-\tJune\t2021 Jamaica by countries in our European market. Despite this, we saw new opportunities realized especially in \u2022\tCaribbean\tLuxury\tDinner\tin\tBath\t\u2013\tOctober\t2021 terms\t of\t new\t flights\t and\t the\t return\t of\t other\t direct\t flights\tfor\tthe\tfirst\ttime\tsince\tthe\tpandemic\tbegan.\t\t\t \u2022\t\u201cCelebrate\tYour\tHero\u201d\tVirtual\tevent\t\t \t \u2013 October 2021 Swiss airline, Edelweiss, began weekly service in July from Zurich to Montego Bay (MBJ) as an extension to their existing Punta Cana service. ANNUAL REPORT 2021-2022 | 102","SALES ACTIVITIES CONTINENTAL EUROPE CONT. Activities Overview Condor also returned to MBJ in July with variable \u2022\t There\twere\t61\tactivities\tin\tthe\tform\tof\tTraining,\t operations from Frankfurt reaching up to twice weekly Workshops, Roadshows and Webinars reaching in winter. Eurowings Discover began in November approximately 7,105 agents from 12 countries with twice weekly service to MBJ from Frankfurt. TUI (France, the Netherlands, Germany, Switzerland, Belgium (BE) returned with twice weekly service in Austria, Poland, Dubai, the Czech Republic, December onwards while TUI Netherlands (NL) did Spain, Hungary, Jamaica, and Italy) a short holiday stint from December 24-January 7. Marketing and sales efforts were dynamically adjusted \u2022\t JTB\te-learning\treached\ta\ttotal\tof\t1,098\tpersons\t throughout the year in sync with the expected return at the end of March 2022. of\tflights.\tEmphasis\twas\tplaced\ton\tthe\tnew\tcarriers\t starting in this time of uncertainty. \u2022\t We\tparticipated\tin\t5\ttrade\tand\tconsumer\tshows\tin\t The contractual agreement was extended with Color 4 countries (Spain, France, Portugal, & Belgium); Travel Services overseeing the markets of DACH, FITUR, Spain, by far the largest, exceeded France, Italy, Spain and Portugal in addition to expectations with 111,193 attendees from BENELUX. This arrangement resulted in net savings 127 countries. ITB Berlin did not take place as an to the Board as a result of reducing the contracted in-person event during this period. agencies over this period. \u2022\t There\twere\t12\tfam\ttrips\twhich\tresulted\tin\t156\t agents from 7 countries experiencing Jamaica (the Netherlands, Belgium, Poland, Switzerland, Germany, France and Romania) TOP TEN COUNTRIES FOR FISCAL Media YEAR 2021\u20192022 \u2022\t Press\tReleases\/\tNewsletters:\t47\tacross\tthe\t THE TOP TEN 2020'21 2021'22 Ranking % regions. COUNTRIES Change \u2022\t Press\tTrips:\t10\tfrom\t7\tcountries\t(Belgium,\t Germany 359 8,306 1 2213.6% Germany, France, Russia, Austria, Switzerland and the Netherlands). France 173 1,785 2 931.8% \u2022\t Publications\/print\tadvertising: Switzerland 124 1,657 3 1236.3% - 14 from 6 countries (Switzerland, Belgium, Germany, the Netherlands, Austria and Poland) Netherlands 144 1,172 4 713.9% \u2022\t Instagram\tpromotion\tby\tUrlaubsguru.\t \u2022\t Echappees\tBelle\tFrench\ttravel\tTV\tseries\t Spain 328 957 5 191.8% documentary on Jamaica \u2022\t \u201cTravel\tTalk\u201d\tworkshop\tby\tFVW\tMedien.\t Poland 52 923 6 1675.0% \u2022\t Press\ttrip\tby\tTourister.ru\t\t Ireland 145 884 7 509.7% Digital Advertising Including Coop Marketing \u2022\t33\tpartners\twere\tactively\tengaged\tin\tdigital\t Belgium 36 692 8 1822.2% advertising\tand\tcoop\tadvertising\tincluding:\tTravel\t Austria 49 637 9 1200.0% Audience, Kiwi.com, Knecht Reisen, NG Travel, Travel 360, AGK, TUI - NL, DE, & BL, Kuoni Czech 51 550 10 978.4% \u2013 CH, Schauinsland, Avitour, Nekera, Le Petit Republic 2,222 21,439 864.9% Fute, Edelweiss Air, HLX Touristik, Travelzoo.de, CONTINENTAL HolidayCheck, Urlaubsguru, RTK, Travel Club, EUROPE All That Data, Voyage Prive, Holiday Pirates, Der Touristik \u2022\t Out-of-home\t(OOH)\tadvertising\tat\tBerlin\tFilm\t Festival \u2022\t OOH\tvia\tHLX\twith\tLufthansa\tHolidays\tand\tCondor\t Holidays:\t313\tscreens\tin\t4\tmajor\tGerman\tcities\t (Frankfurt, Munich, D\u00fcsseldorf and Cologne) 103 | JAMAICA TOURIST BOARD","MARKETING REPRESENTATION In addition to the JTB\u2019s offices in Jamaica (Kingston and Montego Bay), USA (Miami), Canada (Toronto), United Kingdom (London - covering the United Kingdom, Ireland and Northern Europe), and Germany (Berlin - covering rest of Europe), marketing representation services were maintained in the following\tmarkets: Latin America Global Marketing & Sales BENELUX - Belgium - The Netherlands - Luxemburg DACH - Germany - Austria - Switzerland France Spain\/Portugal Italy Hans van Wamel\/Color Travel Services (Revised contract with revised conditions and scope of work initiated November 1, 2020 \u2013 October 31, 2021; extended November 1, 2021 \u2013 March 31, 2022) Japan Connect Worldwide LLC (Contract effective September 20, 2019 for two years; paused February 2021; recommenced July 2021 to February 2022) ANNUAL REPORT 2021-2022 | 104","PERFORMANCE IN THE MARKETPLACE OVERVIEW 2021. This represents 3.5 percentage points more than its 70.0% contribution in 2020. The Midwest Total visitor arrivals for the year 2021 reached a total region contributed 14.5% of the stopover arrivals of 1,535,165, which was 15.5% above the 1,329,675 and the remaining 11.9% of the stopover visitors arrivals recorded in 2020. This figure represents came from the Western region. The Northeast market 205,490 more arrivals than in 2020. region with 576,938 arrivals increased by 101.7%, Earnings from tourism grew by 62.3% the South with 363,302 arrivals increased by 126.3%, the Midwest with 185,945 grew by 44.5% USA and the Western region with 152,494 increased by 145.0%. Overall, arrivals from the US market In 2021, there were approximately 18.2 million increased by 100.6% in 2021 with 641,174 above US citizens who travelled overseas. This shows a the 637,505 stopovers in 2020. This performance substantial increase from the previous year's total of however was 30.5% less arrivals than the 1,838,904 9.8 million overseas travelers. Travel to the Caribbean arrivals recorded in 2019 and 21.5% less than the region with 6.4 million arrivals increased by 106.5% 1,628,402 in 2018. during this period. Pertaining to Jamaica, during the winter period USA Visitor Summary (January\u2013April), stopover arrivals in 2021 were 38.2% lower than those in 2020 and 45.4% lower \u2022\t The\t average\t length\t of\t stay\t for\t Foreign\t Nationals\t than in 2010. In comparison to the 2020 winter US visitors in 2021 was 7.8 nights, which is lower period, stopover arrivals from all market regions than the average of 9.1 nights for all visitors. recorded decreases in arrivals; the Northeast fell by 35.9%, the South by 21.1%, the Midwest by 58.5% \u2022\t In\t 2021\t a\t total\t of\t 951,938\t or\t 74.4%\t of\t US\t and the West by 30.8%. visitors came to Jamaica for leisure, recreation, For the summer period (May \u2013 December), the US and holiday, 69,210 visitors or 5.4% came to visit market recovered by 100.6% when compared to friends and relatives, 8,463 or 0.7% on business 2020 and grew by 28.2% over 2010. A total of and 249,068 or 19.5% for other or unstated 1,045,463 stopover arrivals came during summer. purposes. The highest increase was recorded in the West region, with 128,072 arrivals up 375.4%, followed \u2022\t The\tannual\taverage\tgrowth\trate\tfor\tvisitors\tfrom\tthe\t by the Midwest region with 145,752 arrivals up by US over the past 5 years from 2017 to 2021 was a 357.7%. The Northeast region recorded 407,748 negative 4.1%. arrivals up by 291.4% and the South region, with 300,891 arrivals, recorded an increase of 269.8%. \u2022\t In\t2021\tthe\tage\tdistribution\tof\tUS\tstopover\tvisitors\t The Northeastern and Southern regions contributed showed that 10.0% were aged less than 18 years, 73.5% of the US stopover visitors to Jamaica during 7.5% were between 18 and 24 years, 53.0% were 105 | JAMAICA TOURIST BOARD between 25 and 49 years, 22.4% were between 50 and 64 years and 7.1% were over 64 years. \u2022\t The\tGender\tmix\tof\tvisitors\tfrom\tUS,\twere\t526,813\t males (41.2%) and 751,866 females (58.8%). The gender ratio of visitors from the US is 143 females per 100 males.","\u2022\t The\t most\t popular\t resort\t region\t to\t which\t US\t to the 22,659 arrivals in summer of 2020. This stopover visitors stayed in 2021 was Montego Bay is 169,908 stopovers below the record number of with 511,398 or 40.0% of US visitors. 20.0% 233,097 that came in the summer of 2017. or 256,049 stayed in Ocho Rios and 19.4% or 248,500 of the US visitors stayed in Negril. The main province of Ontario contributed 53,873 or 80.2% to the Canadian stopover arrival total, \u2022\t The\taccommodation\tof\tchoice\twhich\tUS\tstopover\t which was an increase of 8.7 percentage points visitors stayed during 2021 was Hotels with over the 94,376 who came from that province in 905,558 or 70.8%, Other similar establishments 2020. Quebec, the second leading visitor producing accounted for 61,947 visitors or 4.8%, those province, (with 8.2% of the visitors), produced 68.3% staying in private residences accounted for less stopovers. The other two leading provinces, 308,017 visitors or 24.1% of the US visitors. Alberta, declined by 46.9%, and British Columbia, declined by 34.2% in 2021 compared to 2020. \u2022\t The\tpeak\tperiods\tof\tUS\tstopover\tvisitors\tto\tJamaica\t were during the summer months (June \u2013 July), Canada Visitor Summary Easter (March- April) and Christmas (December). \u2022\t The\t average\t length\t of\t stay\t for\t Foreign\t National\t The months with the highest numbers of stopover arrivals\t in\t 2021,\t in\t descending\t order,\t were:\t July,\t Canadian visitors in 2021 was 15.9 nights. December, March, and June. This pattern has \u2022\t In\t2021\ta\ttotal\tof\t40,834\tor\t60.8%\tof\tCanadian\t been holding strong for the past five years (2016 \u2013 2021). visitors came to Jamaica for leisure, recreation, and holidays 6,746 or 10.0% came to visit friends CANADA & relatives, 693 or 1.0% came on business, and 18,911 or 28.1% came for other or unstated Outbound overseas trips reached an estimated 4.954 purposes. million in 2021, which was a 44.8% decrease over \u2022\t The\tannual\taverage\tgrowth\trate\tfor\tvisitors\tfrom\tthe\t the 8.970 million in 2020 . Stopover arrivals visiting Canadian region over the past five year, from 2017 Jamaica from Canada in 2021 totaled 67,184 to 2021 was a negative 36.2%. representing 64,830 fewer Canadian visitors to \u2022\t In\t 2021\t the\t age\t distribution\t shows\t 12.2%\t were\t Jamaica than in 2020, a 49.1% decrease. aged under 18 years, 6.4% were between 18-24 years, 44.1% were between 25-49 years, 27.0% The Canadian market during the (January\u2013April), were between 50-64 years and 10.3% were 65 winter period, fell by 96.3% in 2021. A total of and over. 3,995 stopovers came from that market compared to \u2022\t The\t gender\t mix\t of\t visitors\t from\t Canada,\t was\t 109,355 in same period in 2020. This is 207,930 30,656 males (45.6%) and 36,528 females stopovers below the record number of 211,925 that (54.4%). The gender ratio of visitors from Canada came in the winter of 2012. was 119 females per 100 males. During the summer period (May\u2013December), there was a total of 63,189 stopovers arrivals, compared ANNUAL REPORT 2021-2022 | 106","PERFORMANCE IN THE MARKETPLACE CANADA Cont. were between 18-24 years old; 43.2% were 25- 49 years old; 27.0% were 50-64 years old; and Canada Visitor Summary Cont. 7.2% were 65 years and over. \u2022\t Traditionally,\t January\t through\t March\t and\t \u2022\t The\tgender\tmix\tof\tvisitors\tfrom\tthe\tUK,\twas\t33,549\t males (45.2%) and 40,741 females (54.8%). December, are the peak months for visitor arrivals The gender ratio of visitors from the UK was 121 from Canada. This coincides with the cold winter females per 100 males. climate experienced in Canada during this period. \u2022\t The\t most\t popular\t resort\t regions\t in\t which\t UK\t \u2022\t The\tmost\tpopular\tresort\tregions\tin\twhich\tCanadian\t visitors stayed in 2021, was Montego Bay, with a visitors stayed in 2021, was Montego Bay, with total of 19,532 or 26.3% of UK visitors; 24.1% a total of 18,736 or 27.9% of Canadian visitors; or 15,901 UK visitors stayed in Ocho Rios; and 22.5% or 15,115 Canadian visitors stayed in Ocho 19.3% or 14,340 UK visitors stayed in Negril. Rios and 18.1% or 12,1574 stayed in Negril. \u2022\t The\t accommodation\t of\t choice\t which\t Canadian\t \u201cGermany continues stopover visitors stayed in during 2021, was to be the leading Hotels with 35,970 or 53.5%. Other similar visitor producing establishments accounted for 2,462 visitors country from or 3.7%. Those staying in private residences Continental Europe.\u201d accounted for 28,536 visitors or 42.5% of the Canadian visitors. CONTINENTAL EUROPE UNITED KINGDOM\/NORTHERN EUROPE Germany continues to be the leading visitor producing country from Continental Europe with a total of The number of visits abroad by UK residents declined 4,776 stopover arrivals in 2021, the German market by 62.7% in YTD (January-September 2021) from declined by 13.2% over the 5,504 recorded in 21.020 million in 2020 to 7.834 million. 2020. This is well below the peak of 43,018 German visitors recorded in 1998. Stopover arrivals to Jamaica from the European region recorded growth in 2021. Arrivals from Europe During 2021 Switzerland was the second main visitor increased by 10.9% in 2021, moving up from 78,225 producing country from Continental Europe with 975 arrivals in 2020 to 86,749 arrivals in 2021. This arrivals, which was an increase of 7.4%. This is below amount was 233,891 less arrivals than the amount the 2,473 arrivals recorded in 2019. recorded in 2019. The United Kingdom, Germany, Italy, and Switzerland are the most important visitor Northern Europe, as a group (United Kingdom, producing countries within this regional market, in Denmark, Finland, Ireland, Norway, and Sweden) descending order of importance. represents 87% of the total European market. United Kingdom Visitor Summary The performances of the other European countries \u2022\t The\tUnited\tKingdom,\twith\t74,290\tstopover\t (albeit small numbers) recorded mixed growth in 2021 compared to the corresponding period in 2020. arrivals, registered an increase of 33.6% Over the 55,595 arrivals recorded in 2020. The The average length of stay for Continental Europe as performance for the winter period (January-April) a group was 17.1 nights. fell by 99.4%. This trend significantly reversed during the summer with higher levels of increases LATIN AMERICA to end the season with an increase of 390.4% compared to 2020. Latin America continues to be a market which holds \u2022\t Traditionally,\tJuly,\tAugust\tand\tDecember\tare\tthe\t much potential for Jamaica. Stopover arrivals out of peak months for visitor arrivals from UK with the Latin American market region decreased by a December being the highest month for visitors. 47.6%, moving up from 13,827 in 2020 to 7,242 \u2022\t The\tannual\taverage\tgrowth\trate\tfor\tvisitors\tfrom\t the United Kingdom over the past five years (from 2017 to 2021) was negative 23.6%. \u2022\t In\t2021,\tthe\tage\tdistribution\tshows\tthat\t15.6%\t of UK visitors were under 18 years old; 7.1% 107 | JAMAICA TOURIST BOARD","in 2021 and 78.7% lower than in 2019 when the \u201cThe most popular highest number of 38,885 arrivals were recorded. resort regions in which The annual average growth rate for visitors from Latin Caribbean visitors stayed America over the past five years from 2017 to 2021 in 2021, was Kingston was negative 31.1%. with a total of 8,748 or January, February, May, July, and December, are the 40.9% of visitors from peak months for visitor arrivals from Latin America, the Caribbean.\u201d with January being the highest month for visitors. Of the top three visitor-producing countries in the South July, December, and January were the peak months American sub-region, Columbia (with 720 visitors) for visitor arrivals from the Caribbean, with December declined by 18.9%; Chile (with 555 visitors) fell by being the highest month for visitor arrivals. 78.1%; and Uruguay (with 427 visitors) increased by The Cayman Islands, with 4,601 stopovers; The 57.6%. Bahamas, with 2,958; Cuba with 2,778; the Turks & From the Central American sub-region, Mexico (with Caicos Islands, with 1,935; and Antigua with 1,169 1,664 visitors) increased by 50.9%; Panama (with arrivals, were the main providers of visitors to Jamaica 1,070 visitors) increased by 67.2%; and Costa Rica from the Caribbean. These countries combined (with 470 visitors) increased by 49.2%. contributed 13,441 stopovers or 62.8% of the total In 2021 the age distribution shows that 7.6% of Latin Caribbean arrivals. American visitors were under 18 years old; 5.4% were In 2021, the age distribution shows 9.9% of Caribbean between 18-24 years old; 63.5% were between 25-49 visitors were under 18 years old; 8.1% were between years old; 18.8% were between 50-64 years old; and 18-24 years old; 54.7% were between 25-49 years 4.8% were 65 years and over. old; 22.6% were between 50-64 years old; and 4.7% The gender mix of visitors from Latin America, was were 65 years and over. 4,223 males (58.3%) and 3,019 females (41.7%). The gender mix of visitors from the Caribbean, was The gender ratio of visitors from Latin America was 71 11,099 females (51.8%) and 10,310 males (48.2%). females per 100 males. The gender ratio of visitors from the Caribbean was The most popular resort regions in which Latin 108 females per 100 males. American visitors stayed in 2021, was Kingston, with a The most popular resort regions in which Caribbean total of 2,279 or 31.5% of visitors from Latin America; visitors stayed in 2021, was Kingston, with a total of 30.2% or 2,189 Latin American visitors stayed in 8,748 or 40.9% of visitors from the Caribbean; 14.5% Montego Bay; and another 15.9% or 1,155 stayed in or 3,100 Caribbean visitors stayed in Mandeville; and Ocho Rios. another 10.9% or 2,336 stayed in Montego Bay. The average length of stay for Latin America as a group was 14.5 nights. OTHER COUNTRIES CARIBBEAN The Middle East, China, Africa, and India are the main visitor producing countries from other parts of the Arrivals from Caribbean territories to Jamaica increased world. Compared to 2020, the Middle East (with 699 in 2021, Jamaica welcomed 21,409 arrivals from this stopovers) grew by 44.7%; China (with 592 stopovers) market, which is 5,724 more visitors than the 15,685 grew by 104.1%; Africa (with 561 stopovers) grew by who visited in 2020. However, it is 50,407 less 4.5%; and India (with 514 stopovers) grew by 27.5%. arrivals than the peak of 71,816 Caribbean nationals who visited Jamaica in 2019. The annual average growth rate for visitors from the Caribbean over the past five years, from 2017 to 2021, was negative 23.9%. ANNUAL REPORT 2021-2022 | 108","PERFORMANCE IN THE MARKETPLACE CRUISE PASSENGERS the 449,271 recorded for the corresponding period in 2020, and 95.4% less than the 1,553,230 in Following the global pause in cruise operations 2019. in mid-March 2020, the cruise industry began The Ocho Rios port provided the largest share of moving full steam ahead with its restart, looking Jamaica\u2019s cruise arrivals from 31 calls, accounting for new opportunities to partner with and invest in for 48,523 or 68.6% of the 70,766 visitors who destinations and stakeholders for long-term mutual arrived in 2021. The Falmouth port, which re-opened success. However, growth in cruise activity has not to visitors in November 2021, contributed 16,071 been realized. cruise ship passengers or 22.7% of total passengers to Jamaica from 11 cruise ship calls. The Montego The current cruise ship order book extending through Bay port re-opened in December 2021 and accounted 2027 includes 72 new builds, with over 240,000 for 4,846 passengers or 6.8%. During 2021, the port lower berths at a value of over US$57.6 billion. of Port Antonio received 1 cruise ship call with 81 passengers, and the port of Port Royal also received For the second consecutive year, cruise arrivals to 1 cruise ship call with a total of 1,245 passengers. the Caribbean declined. The total estimated number The cruise ships carrying the most passengers to of cruise visitors to the region in 2021 decreased Jamaica in 2021 were, Norwegian Breakaway, calling by 54.6% to approximately 3.9 million. This was a to the Port of Ocho Rios; Oasis of the Seas, calling result of fewer ship calls to the destinations, fewer to the Port of Falmouth; and Mein Schiff 1, calling passengers as the capacities on the ships were to the Port of Ocho Rios. The Norwegian Breakaway capped and limiting cruises to only vaccinated made 8 calls with 35,246 passengers. The Oasis persons. Several ports were closed to cruise ships for of the Seas made 5 calls with 31,248 passengers; a portion of the year and in some cases for the entire and the Mein Schiff 1 made 10 cruise ship calls and year. provided 27,978 passengers. The combined total of 94,472 cruise passengers from these three ships Cruise operations restarted in August 2021 for represents 21.0% of Jamaica\u2019s total cruise passenger Jamaica, and by the end of the year, the Destination market. recorded a total of 70,766 cruise passengers, from 49 ship calls; Representing a 84.2% decrease over 109 | JAMAICA TOURIST BOARD","ANNUAL REPORT 2021-2022 | 110","HIGHLIGHTS FROM THE MARKETPLACE Canadian travel advisors take part in a live \u201cIrie\u201d Hour broadcast at Royalton Blue Waters on a fam trip during October 2021. Director of Tourism, Donovan White (left) and Minister of Tourism, The Honourable Edmund Bartlett (C), greets Daynel Williams, Jennifer Griffith (centre) Permanent Secretary, (4th left), Jamaica\u2019s one millionth visitor at the Sangster International Airport in Ministry of Tourism, present a painting by Montego Bay (MBJ). Sharing in the milestone moment are, from L-R, Director of a local Jamaican artist to CEO, World Free Tourism, Donovan White; Shane Munroe (3rd left), CEO MBJ Limited; Kerry Ann Zones Organization, Dr. Samir Hamrouni. The Quallo-Casserly (4th right), Regional Commercial Director, Blue Diamonds Resorts; presentation took place during press conference Nadine Spence (2nd right), Area Chair, Jamaica Hotel and Tourist Association and announcing Jamaica as the host of the World Free Audley Deidrick (right), President & CEO of the Airport Authority. Daynel\u2019s family, Zones Organization\u2019s 8th Annual International Father, Austin Williams (2nd left) Mother Jennifer Williams (front row) and children Conference & Exhibition (AICE) 2022. Keon and Keona Francis, were also present. 111 | JAMAICA TOURIST BOARD","Jamaica Tourist Board rewarded its top selling Jamaica Travel Specialists with a three-night getaway to Jamaica for the 9th One Love Affair event, held at the Ocean Coral Spring. A record number of 70 specialists were honored this year with 50 specialists from the U.S. and 20 from Canada. Jamaica Tourist Board sponsored Fraser McConnell finishes top three in Jamaica increased its accessibility in the Caribbean region 2021 RallyX Nordic Series with new weekly Jet Air Service between Kingston and Curacao. Passengers disembark Jet Air Caribbean at the Norman Manley International Airport On May 29, 2021, Mayor of Montego Bay, His Worship, Councillor Leeroy Edelweiss\tAir\tMakes\tInaugural\tTrip\tto\tDesination\tJAMAICA:\t Williams,\tcuts\tthe\tribbon\tto\twelcome\tthe\tnew\tFrontier\tAirlines\tflight\tto\tJamaica\t Minister of Tourism, Hon Edmund Bartlett (second right) from Miami. To his left Odette Dyer, Regional Director, Jamaica Tourist Board, and Director of Tourism, Donovan White (right), welcome a Alfredo Gonzalez, International Sales Manager, Frontier Airlines along with family from Strasburg, Switzerland shortly after they arrived members\tof\tthe\tflight\tcrew\tcelebrate\tthe\toccasion on\tEdelweiss\tAir\u2019s\tinaugural\tflight\tto\tthe\tisland ANNUAL REPORT 2021-2022 | 112","ON THE HOMEFRONT JAMAICA It was imperative that we promote destination assurance messaging, highlighting that the country The headquarters of the Jamaica Tourist Board (JTB) remained safe despite COVID-19 and, to encourage based in Kingston, has oversight of the operations of visitors to come to the Destination, and have authentic the agency and houses, among others, the Marketing Jamaica experiences in a safe and fun way. Department, Management Information Systems, and Since the country was in its initial recovery stage, the the Public Procurement Unit. communications activities required rigorous planning, with public re-engagement our main focus. With this THE MARKETING DEPARTMENT in mind, we created several innovative strategies to help the industry recover from the fallout from The JTB\u2019s Marketing Department is responsible COVID-19. for worldwide marketing and communication By leveraging these initiatives, we were able to foster programmes. The marketing of Jamaica\u2019s tourism stronger connections, drive growth and become product is achieved through advertising, public the leading voice for global tourism resilience relations, and a very robust digital strategy, including and sustainability. Using a hybrid approach, a the best use of social media. In addition to developing combination of virtual and physical events in the all campaigns, the Marketing Department supports form of campaigns, partnerships, and press trips, we the initiatives of the overseas offices and the public were able to keep destination Jamaica top-of-mind. relations and advertising agencies in promoting Jamaica\u2019s tourism interests. Destination Marketing The department includes several units among which are:\tDestination\tMarketing\t(including\tDigital\tMarketing\t The\tglobal\tadvertising\tcampaign\t\u201cJamaica:\tHeartbeat\t and Public Relations and Communications), the of The World\u201d, was disrupted several times due to the Tourism Information Centre (covering the Clive Taffe impact of the Covid-19 pandemic on core markets. Information and Resource Centre, Tourism Awareness The emergence of variant strains of the virus and and Tourism Education); Promotions & Events; and escalating numbers of Covid-19 cases prompted the Research & Market Intelligence. suspension of all paid media except in social and Despite the unprecedented challenges presented digital channels in Q1 in all core markets. by the COVID-19 pandemic, the JTB remained The Global Recovery Advertising Campaign committed to navigating the path to full recovery. In was launched in July 2021 to transition brand order to achieve this, a strategic decision to double messaging from the dreaming phase to messages its public relations efforts was made. This new focus promoting escapism and destination assurance as led to the development of several innovative concepts the Destination sought to benefit from the pent-up and strategies aimed at re-engaging and deepening demand for travel, in preparation for the Winter 2021 relationships with our valued media partners and travel season. target markets. 113 | JAMAICA TOURIST BOARD","TV was re-launched in the UK in August; however, This model was also used to develop the brand it was paused on October 5 due to travel advisories, content, identify content pillars and our target travel and resumed on October 12. personas and inform the strategic development of the new global advertising campaign for the Destination To maintain the Destination\u2019s competitive position, and media strategy for the remainder of fiscal year additional focus was placed on developing and 2021\/2022 and onward. deploying engaging content specific to pillars that Accenture Interactive and Horizon Media, then were popular triggers to book travel among market worked together on creating a new global advertising audiences. These included Romance; Luxury; campaign for the Destination in light of the changing Wellness and Family - the objective being to inspire travel market post pandemic. travelers, leverage pent up demand for travel to drive bookings, and to maintain the country\u2019s position as a Digital Marketing leading warm-weather travel destination in the global marketplace. Throughout the year, digital marketing efforts continued to support the global marketing campaign Evolution of the Brand Platform with channel integration to offset the impact of the In December 2021, the Jamaica Tourist Board pandemic with increased digital media advertising awarded the Advertising Agency for Global Marketing spend, so as to ensure branding consistency and & Advertising 3-year contract to Accenture Interactive adequate exposure across all regional channels, (now Accenture Song). The Agency and their media particularly during the periods when traditional partner, Horizon Media, supported the JTB to maintain media went dark. a presence in the marketplace. This was accomplished The partnership between Beautiful Destinations, the by developing interim media campaigns utilizing advertising agency of record, and the JTB subsequently existing\t creative\t from\t the\t \u201cJAMAICA:\t Heartbeat\t of\t concluded on October 31, 2021. The end of the the World\u201d campaign which was launched in January partnership resulted in a temporary pause in global 2022. The Agency also employed various digital and media advertising across TV, radio, and out-of-home linear tactics to begin the transition away from the (OOH) channels. To reduce the interruption in media, \u201cJamaica:\tHeartbeat\tof\tthe\tWorld\u201d\tbrand\tplatform\tto\t the JTB contracted the Lou Hammond Group for a return to the \u201cJAMAICA\u201d brand platform. minimal digital and social advertising media buy to maintain a brand presence in markets from November In response to changing travel trends, post-pandemic, 2021 to January 2022 to keep the Destination top-of the advertising agency utilized the YouGov brand mind. During that period, the marketing team also tracker report along with analytics obtained from curated still images and videos for the 2021-2022 Horizon Media's analytics unit, and the outcomes of holiday\/winter seasons and deployed these creative a customer journey workshop with JTB, to create the assets across digital, social, trade, and PR channels to \\\"Come Back\\\" Campaign ecosystem. This ecosystem, maintain the Destination's visibility among the target informed the development of dynamic content, audience of leisure travellers, including the \u2018Young media touchpoints and audience segments for the Trailblazers\u2019 and \u2018Older Independents\u2019 personas. new global advertising campaign. ANNUAL REPORT 2021-2022 | 114","ON THE HOMEFRONT THE MARKETING DEPARTMENT CONT. July 2021 saw no paid support for digital marketing, which resulted in an 18% decrease in website users. Digital Marketing Cont. However, we anticipated a positive shift during the month of August, as paid search was expected Media Activations to resume, increasing traffic to the site. Our entry During this period, a consumer marketing initiative requirements page accounted for 65% of page views, using targeted, relevant content across digital, while we saw a considerable increase in reach resulting social, trade, and PR channels was launched for from our organic boosting tactics on Facebook and the holiday\/winter season, encouraging travelers to Instagram, with a total increase of 114.36% page book last-minute JAMAICA travel deals, while TV and views month-over-month, which accounted for a 25% radio advertising was pushed back to commence 31 increase in online engagement. January 2022. From November 2020-March 2021, we leveraged \u201cThe Recovery Campaign the global recovery campaign assets to target the generated nearly 40 diaspora audience in social platforms which resulted million impressions with in the provision of valuable market insights regarding an overall CTR of 0.09%.\u201d the pillars that resonated most with diaspora markets in the US, Canada, and the UK. (US and Canada \u2013 MediaCom Media Buy Adventure\t ranked\t #1\t in\t link\t clicked\t volume;\t in\t the\t July 21-October 2021 UK,\tRomance\tranked\t#1\tin\tlink\tclicked\tvolume). Social Digital In terms of social media performance across all Overall website traffic on VisitJamaica.com increased VisitJamaica platforms, the US market delivered the as controlled entry requirements became an absolute strongest results, generating 63% of all paid media requirement for travel to Jamaica. Users researching, link clicks and achieving a 14% higher click-through along with travellers completing the authorization rate (CTR) compared to the overall \\\"Heartbeat\\\" form on VisitJamaica.com, resulted in 2021 having Recovery Campaign in market. Market proximity the highest number of website visits in its existence, to Jamaica seemed to drive better results. Canada an increase of 117% year-over-year with a total was the second best-performing market, with a CTR of 5.7million users in 2021. At the end of 2021, on par with the overall campaign and a 15% lower VisitJamaica social pages had a cumulative audience cost per click (CPC). Creatively, Ocho Rios had the of 1.15 million users, the second largest community highest share of link clicks, while the Romance in the competitive set (Mexico, Jamaica, Bahamas, theme had the highest CTR, indicating that users Dominican Republic, Barbados and St. Lucia). were most engaged with content related to outdoor The pilot of the Web Community Monitoring and romantic activities in Jamaica. Programme in response to changing consumer user patterns, designed to support, engage, and market Display to prospects in our top three source markets, was The Recovery Campaign generated nearly 40 million completed in May 2021. The programme was impressions with an overall CTR of 0.09%. YouTube, thereafter integrated into the daily operations of specifically through the partner Not Ordinary Media, the JTB with live agents responding to the online stood out with a 0.11% CTR and a 55% Video community 12 hours per day. While the pilot and Completion Rate (VCR). The UK had the highest this phase of the learning path was focused on Visit overall CTR, followed by Canada and the US. The US Jamaica's Default Facebook channel, Facebook market led in video views on YouTube, followed by Canada and Instagram were added based on the Canada and the UK. success of the programme. As a result, there was a Search significant reduction in response time to increase Regarding search advertising, both Google and Bing user satisfaction, 100% of posts moderated, a saw improvements in CTR compared to the previous reduction in spam messages and a resultant increase month, although CPC increased on both engines, in online engagement. This initiative also positioned the agents as the Destination authority in the space which saw more persons engaging agents in fact- finding for their trip planning, with agents handing off referrals to the sales team for conversion. 115 | JAMAICA TOURIST BOARD","particularly on Google. The total number of clicks, support to all departments of the organization. impressions, and spending decreased in the second Providing day to day supervision to the international half of October. Google had the majority of total public relations agencies, the unit coordinates clicks, with a higher CTR and CPC compared to Bing. opportunities for the Destination brand to achieve Canada had the highest CTR and lowest CPC among high visibility in major markets, generates exposure the countries analyzed. for Jamaica through promotional activities, facilitates Analyzing the performance from April-October media trips and coordinates messaging around the 2021, Google outperformed Bing in terms of CTR organization\u2019s strategic pillars. and spending. Bing had more impressions but a lower CTR, which explained the difference in clicks. This unit\u2019s activities therefore correspond closely to Canada had the highest CTR and lowest CPC, while those outlined in the three PR Agency reports \u2013 Lou the US was the biggest spender with the second Hammond Group for the US, Fever Pitch for Canada, highest CTR. The UK had the lowest CTR among the and Four Communications for the United Kingdom analyzed countries. and Nordics. Lou Hammond Group (LHG) Media Buy November 1 \u2013 December 31, 2021 Tourism Information Centre To enhance the campaign results, LHG emphasized travel deals and exclusive offerings in search ads. On January 1 2021, the Tourism Information Centre, Testing additional paid ads that highlighted the became the newest unit of the JTB\u2019s Marketing ease of planning on our website enabled the JTB Department, formed out of the need to accelerate to experiment with new advertising messages and the coalescing of information functions and the placement. The \\\"Easy Planning\\\" messaging was tested digitization of the organization\u2019s marketing assets. across all channels and markets, as it leveraged the The Centre has oversight of the Clive Taffe Information major benefit offered by the Travel Deals listings on and Resource Centre and the Tourism Awareness visitjamaica.com, which provides comprehensive Unit as well as the establishment of the Tourism regional point of sale options. Branded content Education Unit, which will coordinate initiatives to opportunities were successfully incorporated reignite tourism education throughout the public into the media mix, which had multiple benefits, school system. The Centre and the respective units including boosting SEO with backlinks and in-depth under its purview undertook several projects for the information to highly engaged potential visitors. The 2021-2022 financial year in order to advance this tactics employed by LHG in this period were dually mandate. considered a \u2018test and learn\u2019 environment for us to try The implementation of the Disaster Risk Management new things, and facilitated a platform for successful Act (DRMA) measures brought some changes to the transitioning to a new agency in January 2022. operations of the unit. There was also an increase in Accenture Song Media Buy the numbers of, and demand for, the Tourism Centre\u2019s January - March 2022 services. The Travel Authorization requirement for The interim paid media campaign went live on entry to the island was operationalized through January 1, 2022, with digital and linear placements visitjamaica.com and four of the members of the unit on television, radio, search, social and display in the were incorporated into the team which addressed US. Paid digital media, search, social and display client concerns, and resolved traveller complaints, went live in non-US markets. through the portal. The team also liaised with the Ministry of Health on behalf of travellers regarding Public Relations & Communications updates on vaccination and protocols. The DRMA and associated protocols and work-from- Formerly referred to as the Marketing Communications home policy necessitated that the team be nimble in Unit, the Public Relations and Communications Unit coordinating\t work\t flows\t and\t service\t responsibilities\t is responsible for information dissemination, media for a significant portion of the year. This had adversely relations, public relations, crisis communication, impacted the activities with schools, community tourism awareness and any other communication groups and tourism partners which form the core related duties. The Unit provides communication of Tourism Information Centre stakeholders. The changing nature of the environment necessitated the further streamlining of the responsibilities of the team members to ensure efficiencies of manpower and resources. ANNUAL REPORT 2021-2022 | 116","ON THE HOMEFRONT THE MARKETING DEPARTMENT CONT. (5) requests; in addition to (2) Access To Information (ATI) Requests, which were received for action by the Tourism Information Centre Cont. unit and ratified through the appropriate channels. Tourism Information Publishing Site The Prime Minister\u2019s call for the end of work-from- (www.jtbonline.org) home in December 2021 and the partial return to The JTB\u2019s corporate website, jtbonline.org, is face-to-face classes saw the team responding to primarily updated by the Library. The website the new dynamics by coordinating programmes for provides the travel trade and other stakeholders early outreach and connecting with stakeholders to with industry information and news. The Jamaica determine business openings, closure and changes Tourist\t Board\u2019s\t online\t presence\t through\t http:\/\/www. in operations. jtbonline.org\/ continued to satisfy the needs of users The Tourism Information Centre, through the Clive through the provision of statistical information and Taffe Information and Resource Centre (CTIRC) has current awareness information needs. led the coordination of the RIM Project with the Users for the period totalled 47,580, with 47,493 formation of an internal RIM Committee, to facilitate accounting for new visitors. Of the 58,789 sessions, the\tpreliminary\tprocesses\tso\tthat\tthe\tproject\tcan\tflow\t 89.97% were new visitors. Returning visitors seamlessly over the pilot period of approximately 20 accounted for 11,281 sessions for the remaining months. 19.19%. The main page (27.71%), Covid-19 tourism Clive Taffe Information & Resource Centre protocols (26.79%), and resource centre (7.70%) (CTIRC) accounted for the top 3 pages visited. Statistics, The Clive Taffe Information and Resource Centre tourism in Jamaica, downloads of unrestricted use continued to fulfil its mission of management, images, and the contact us page accounted for the storage and dissemination of relevant, current, remainder of the top pages visited. and accurate information on tourism while sharing The United States (64.01%), Jamaica (8.10%), specific content requested on Destination Jamaica. Canada (7.70%) and the United Kingdom (6.80%), The Unit supported the information needs of the accounted for the majority of users. Germany, organization to achieve its goals and objectives, as India, China, Mexico, China, Colombia and France well as facilitating researchers of the tourism trade accounted for the remainder of users in the top 10 and the wider society. countries. In order to remain a central source of information for JTB and tourism stakeholders, the Library \u201cDuring the year, One utilized its subscriptions to the main databases. The Thousand Two Hundred physical collection stood at over 12,444 items (as and Sixteen (1,216) of June 30, 2021), while access to the electronic pieces of content were collections included Ebsco Host\u2019s Hospitality and disseminated through the Tourism Complete, UNWTO\u2019s E-library, ProQuest\u2019s E media clippings portal on Book Central, and the Jamaica Digital Collections, jtbonline.org.\u201d accounting for over 1,000,000 sources of information. Open Access Databases were also used to provide Information Dissemination data for our clients. These open sources included One critical area of stakeholder support is the the World Bank Open Data, Google Public Data sharing of the Destination\u2019s creative assets. The Unit and World Fact Book produced by the US Central continued to supply images and video content to Intelligence Agency (CIA). These sources were used partners, researchers, and the public through its in- to supply 1,216 current awareness pieces and fulfil house image bank. Over the period, 1,086 items 150 information requests. were distributed through this facility. Information Requests One hundred and fifty library specific information requests were addressed during the period. Among these were email (98), telephone (47) and in person 117 | JAMAICA TOURIST BOARD","During the year, 1,216 pieces of content were Meeting Facilitation disseminated through the media clippings portal There is no longer a meeting facility for the library. on jtbonline.org. Friday Facts, the daily e-feature Meeting rooms 1 and 2 were converted into offices for \u201cTourism Headlines\u201d, and other specially curated the Procurement Unit and the Tourism Information tourism news from the region and internationally, Centre Manager effective April 1, 2021. The library were shared with staff via email and on the jtbonline. has submitted its requirements for consideration org portal. in the relocation plans. The need for purposeful locations for the physical collection, a reading room, \u201cThe JTB was accepted meeting room and storage were among the immediate to be part of the Cohort needs that were identified for the Library operations 4 implementation by and to minimize disintegration of sensitive items in the Jamaica Archives the collection such as videos, transparencies and and Record Department photographs. (JARD) and the Office of the Cabinet.\u201d Library Network Activities The Unit also engaged in activities to hone the Records & Information Management (RIM) skills of the team to respond more effectively to the The Jamaica Tourist Board (JTB) is aligning with needs of the organization and stakeholders. The the Government of Jamaica\u2019s policy for Records and CTIRC\/Library participated in the following network Information Management (RIM) in the public sector. workshops, webinars and meetings during the period. Planning for the Records and Information Management (RIM) project which was expected to get underway on \u2022\tLibrary\tand\tInformation\tAssociation\tof\tJamaica\t June 30, 2022 was an important part of the year\u2019s (LIAJA) activities. It is a large organizational undertaking which will require the input of all departments, as well \u2022\tAssociation\tof\tCaribbean\tUniversity\tResearch\tand\t\t \t as additional staff resources. Throughout the year, Institutional Libraries (ACURIL). there were immersive discussions between the JTB The JTB\u2019s Librarian has been invited to be a part and the Jamaica Archives and Records Department of the Local Organizing Committee (LOC) for the (JARD). Association of Caribbean University Research and The JTB was accepted to be part of the Cohort 4 Institutional Libraries (ACURIL) conference held implementation by the Jamaica Archives and Record June 4-9, 2023 at the Jamaica Pegasus Hotel Department (JARD) and the Office of the Cabinet. The pilot project will cover the period July 2022 to March \u2022\tGovernment\tLibraries\tInformation\tNetwork\t 2024. The departments of Human Resource, Finance (GLINJA) and Accounts, and Procurement were selected for this first phase of the RIM implementation project. \u2022\tJamaica\tLibraries\tand\tInformation\tNetwork\t Thereafter, all other departments of the organization (JAMLIN) of the National Library of Jamaica. will be expected to follow the procedures established during the pilot. \u2022\tUWI\u2019s\tDepartment\tof\tLibrary\t&\tInformation\tStudies\t In order to advance the project implementation, (DLIS) Information Sessions (quarterly and monthly quarterly meetings in accordance with the JTB\u2019s sessions and webinars) RIM Committee terms of reference were held with the objective of having a Project Charter ready for \u2022\tOther\tpartner\tsessions sign off by the JTB and JARD. The Project Charter - Caribbean Tourism Organization(CTO) was completed in Summer 2022 and Mrs. Christina - Caribbean Hotel & Tourism Association (CHTA) Stewart-Fullerton, the incumbent Librarian, has been - Tourism Linkages Network Online Forum Series seconded to the RIM Project Manager position for the - National Environment and Protection Agency\u2019s period. (NEPA) Stakeholder sensitization workshops - Jamaica Customer Services Association - Air Data Asset Management ANNUAL REPORT 2021-2022 | 118","ON THE HOMEFRONT THE MARKETING DEPARTMENT CONT. sessions were held on January 6 and January 13, respectively. These sessions attracted over 40 staff Tourism Awareness and students from within the TAC network. Both competitions opened to submissions in December The Tourism Awareness unit continues to be the face 2021 and closed to submissions on January 21, of the organization both at the corporate office and 2022. A total of 17 entries, including 9 essays and 8 with students\/young adults. With the relaxation of pitches, were submitted for the competitions. the DRMA measures and reopening of schools, the Information Desk activities and the wider work of the In the Essay Competition for Secondary Students, unit with communities were ramped up. Ms. Theondra Hamilton, a student of Westwood High School in Trelawny, was selected as the The Information Desk winner. Her essay discussed opportunities presented Via the Information Desk, The Unit continues to by diversifying Jamaica\u2019s tourism through the facilitate walk-in, telephone and email enquiries. introduction of Halal Tourism or Muslim-Friendly The number of information requests continued to Tourism. be steady even with the relaxation of the DRMA In the Pitch Competition for Tertiary Students, measures. Calls into the desk numbered over 2600 Mr. Rohan Edmond, a 2nd year student at the UTECH and email responses over 1930. Walk-in clients School of Computing and Information Technology, totalled 1637. was selected as the winner. Rohan impressed the judges with his pitch for the development and YEARLY REPORT (APRIL 2021-MARCH implementation of the iTravelJA app which will utilize 2022) virtual and augmented reality to increase Jamaica\u2019s market share in the global tourism community and MONTH CALLS EMAILS SOCIAL influence\ttravellers\u2019\tdesire\tto\texperience\tJamaica. WALKINS MEDIA April 98 142 125 POSTS May 125 282 89 89 246 98 38 June 25 223 126 84 174 118 90 July 262 212 84 57 77 163 91 August 116 61 198 100 110 235 119 September 182 119 102 35 166 117 49 October 272 1937 176 34 131 43 November 389 1637 829 December 207 January 288 February 224 March 207 Totals 2615 Tourism Action Clubs Mr. Peter Mullings, Deputy Director of Tourism, Entrepreneurship and Innovation in Tourism Marketing (Acting) presents Pitch Competition winner, Competitions Mr. Rohan Edmond, with his Certificate of Award. The unit hosted two competitions for a prize trip Arrangements were made for the students, to the World Expo in Dubai in February 2022. The accompanied by the Tourism Awareness Officer, to competitions were open to high school students attend the World Expo 2020 from February 14\u2013 (essay) and tertiary level students (tech\/innovation). 20, 2022. These dates coincided with Jamaica In order to assist the TAC staff advisors and students in Week at World Expo Dubai. Regrettably, Mr. Rohan preparing for these competitions, virtual information 119 | JAMAICA TOURIST BOARD","Edmond was not able to travel to Dubai, UAE, due to Notwithstanding the physical displacement, the circumstances beyond the JTB\u2019s control. Tourism Awareness Unit hosted a virtual webinar for This visit was an excellent opportunity for our student Staff Advisors in April 2021. Approximately 500 to witness Jamaica\u2019s participation at this global event, participants logged in from institutions across the to see the JTB in action internationally, as well as to island. experience displays by the 192 participating countries. With the return of partial face-to-face classes in mid- \u201cThe Unit prepared a 2022, the Tourism Awareness Unit made several presentation to support outreach efforts to re-engage school clubs and the team at the Jamaica reconnect with staff advisors through information Pavilion at World sessions and multi-modal communication channels. Expo 2020 Dubai. The Hamza Project twinned Planning is underway for a workshop in the new the Pavilion with the school year for teachers to increase awareness of Masafi School for Girls the Tourism Action Club network, its activities, and in Fujairah, United Arab Jamaica\u2019s tourist industry overall. Emirates.\u201d Awareness Activities Staff advisors of the two winning students also received prizes of vacation stays at a local resort. \u201cLunch and Learn\u201d Presentation Staff advisors are vital to the continued thriving of The Unit hosted a virtual \u201cLunch and Learn\u201d Session the Tourism Action Clubs. The Unit was pleased to on Wednesday, March 9, 2022, during the lunch be able to acknowledge the hard work of these two hour. advisors. Presentation to Masafi School for Girls in UAE The session was hosted as an opportunity for The Unit prepared a presentation to support the members of staff to hear updates on the activities of team at the Jamaica Pavilion at World Expo 2020 the Tourism Awareness Unit, as well as plans for the Dubai. The Hamza Project twinned the Pavilion with next quarter. The presentation was well-received and the Masafi School for Girls in Fujairah, United Arab was attended by approximately 38 members of staff. Emirates. The JTB team in Dubai visited the school The Unit intends to host the \u201cLunch and Learn\u201d on March 17, 2022. The Tourism Action Club at sessions on a quarterly basis. Westwood High School for Girls also prepared a video presentation to be shown to the students in UAE. World Wildlife Day Reconnecting with TAC Staff Advisor Network Representatives from the Unit attended International The disruption of face-to-face classes caused by the World Wildlife Day Activities held at Hope Zoo on Covid-19 pandemic negatively affected the activities Thursday, March 3, 2022. The Tourism Awareness of the Tourism Action Clubs. The protracted physical team managed a display booth and interacted with separation led to the lapsing of some school clubs, as students and teachers who attended the event. members were unable to meet in some cases. At some The event was used to highlight the importance schools, club meetings continued to be held virtually. of biodiversity and the protection of our natural In these cases, the efforts of TAC staff advisors must environment, which are essential to tourism. The be acknowledged and commended. event was sponsored by the TEF. Munro College Tourism Awareness Day and Career Expo The Unit participated in the school\u2019s Tourism Awareness Day and Career Expo on Thursday, March 17, 2022, at Munro College. The Tourism Awareness team displayed promotional and educational items in the school\u2019s auditorium and delivered a presentation on \u201cTourism\u2019s Colourful Economies\u201d. Teachers and students from various grade levels were in attendance throughout the day. Certificates were presented to new members of Munro\u2019s TAC. ANNUAL REPORT 2021-2022 | 120","ON THE HOMEFRONT THE MARKETING DEPARTMENT CONT. TPDCo Youth Expo and Career Fair Tourism Awareness Cont. The Unit was invited to participate in TPDCo\u2019s Tourism Youth Expo and Career Fair, held on March Munro College Tourism Awareness Day and 29, 2022 at the Montego Bay Convention Centre. Career Expo Cont. The\tevent\u2019s\ttheme,\t\u201cLet\u2019s\tTalk\tTourism:\tDiversifying\t Skillsets for the Evolving Tourism Industry\u201d, sought Information Assistant, Chaniek Lewis, interacts to address future directions in tourism, and highlight with students at the JTB display during Tourism career opportunities for youth. Awareness Day at Munro College. Tourism Awareness Officer, Abigail Henry, joined a panel to deliver a presentation titled \u201cCareers in Tourism Awareness Officer, Abigail Henry, presents the New Age of Travel\u201d. The event was held using Munro TAC member, Aaron Malcolm, with his a virtual\/in-person hybrid arrangement. There were Certificate of Induction. approximately 70 attendees in-person at the Montego Bay Convention Centre. This included students and staff from several schools, including Montego Bay High School, Cornwall College, and Montego Bay Community College. Virtual attendees totalled approximately 790 viewers. The Unit managed a display booth at the event, showcasing promotional materials, as well as interactive elements such as cut-out boards, virtual displays, and augmented reality. Tourism Education Inter-Agency Collaboration The Tourism Information Centre partnered with the main tourism agencies to ensure that all stakeholders were being addressed in outreach efforts. The Centre partnered with the Tourism Product Development Company (TPDCo.) and the Tourism Enhancement Fund\u2019s Jamaica Centre for Training and Innovation (TEF, JCTI) to determine areas of collaboration. The Centre supported TPDCo., in their Youth Expo where the Tourism Awareness Officer served as a panellist. Ministry of Education and Youth (MoEY) Discussions In preparation for the formal re-introduction of tourism into the public school system, an Advisory Council is to be established to provide guidance on the curriculum to be infused into the system. Individuals have been identified to serve on this council. Once there is agreement at board level, the council will be confirmed and established. The Tourism Information Centre has been in discussions with the Ministry of Education\u2019s curriculum specialists for a possible partnership for the Unit\u2019s Tourism Education mandate. Further exchange included the Unit sharing 14 books from the earlier partnership with the MoE. Follow up meetings with the MoE\u2019s curriculum specialists 121 | JAMAICA TOURIST BOARD","explored usable content and recommendations for \u2022\t Helps to augment the visitor vacation experience. connecting the content to the current educational \u2022\t Exposed visitors to our indigenous culture. guidelines. The goal is for a formal re-introduction \u2022\t Provide an opportunity for the Destination to get of tourism content into the school curriculum at all levels. extensive international and local media exposure thereby promoting a positive image the country. \u201cThe events selected \u2022\t Effectively stimulate and support other sectors for sponsorship and or linked to tourism further impacting the economy in endorsement support a positive way. are incorporated in our \u2022\t Enhance\tthe\tappeal\tof\tthe\tDestination\tto\tinfluence\t Jamaica Annual Events international investors to establish businesses here. Calendar which is shared \u2022\t Help to tap into new markets and encourage as a product guide to international organisers to host events here. our strategic partners \u2022\t Provide opportunities for host communities globally and locally.\u201d by creating jobs and other business for residents. They also also help to encourage Promotions & Events the support of specific campaigns and positive messages. Events are integrated into the JTB\u2019s marketing mix as \u2022\t Encourage the development of infrastructure which part of an integrated marketing strategy to stimulate will permanently expand the region\u2019s capacity and and provide additional \u201cvisitor pull\u201d to Destination attractiveness. Jamaica. Events tourism is a driving force that \u2022\t Effectively stimulate and support other sectors influences\tthe\tdecision\tto\ttravel;\tthis,\tcoupled\twith\ta\t which further impacts the economy in a positive tropical location, is a compelling reason for persons way. to book their next trip to a destination. The events selected for sponsorship and endorsement Events also play a significant role in our sector and support are incorporated into our Jamaica Annual economy\tas\tthey:\t\t Events Calendar, which is shared as a product guide \u2022\t Attract visitors from all over the world including to our strategic partners globally and locally. The calendar is also used as a guide to inform our tourism first time visitors. \u2018sellers of travel\u2019; hoteliers; attraction operators; \u2022\t Realize significant foreign exchange earnings as a airline partners; and other corporate companies. The contents of the annual Jamaica calendar are also used result of pulling visitors from around the globe to to populate the events page on our website (www. attend events in Jamaica. visitjamaica.com) and shared on our various social \u2022\t Helps to build a lifetime relationship with our and digital platforms as blog stories and mentions, global customers, which contributes significantly to in other areas, as well as in our internal and travel increased loyalty and repeat visitors to destination specialists newsletters. Jamaica. \u2022\t Strengthen diaspora relations and encourage Tourism provides the vehicle through which increased Jamaicans abroad to return home for varied economic development can be achieved with a celebrations and milestone achievements. strong internal supply chain. The events department \u2022\t Give the Destination a competitive advantage, continued to increase dialogue and collaboration particularly in niche markets. with the Tourism Linkages Network, a division of the Tourism Enhancement Fund, in order to help identify events which require sponsorship and developmental support that can strengthen the linkages in the supply chain and therefore assist with better alignment of events to the tourism product offering. ANNUAL REPORT 2021-2022 | 122","ON THE HOMEFRONT THE MARKETING DEPARTMENT CONT. Virtual\/ Hybrid Sponsored & Endorsed Events Promotions & Events Cont. Despite the global pandemic, there were a few In March of 2021, the rapid spread of the COVID-19 promoters who pivoted and decided to stage their virus continued across the globe. The World Health event virtually (online via digital and social platforms) Organization was continually indicating, encouraging to maintain their brand presence and to create an and cautioning all about the global pandemic. awareness of the event in the global marketplace. Jamaica also continued to record several cases of The Board took the decision to sponsor a few of those COVID-19. In order to continue containing the threat virtual \/ hybrid events, under the passion points of of this highly infectious virus, the Ministry of Health entertainment and sports tourism. The virtual\/hybrid and Wellness (MOHW) with full support from the event platforms provided an opportunity to expose Prime Minister of Jamaica, continued to enforce the our destination brand; to share our strategic tourism following measures activated in 2020 to mitigate the messages; to facilitate media activations; build threat: relationships with our strategic partners, and more. Content from all these events was also featured on our \u2022\t No\tnew\tentertainment\tpermits\twere\tto\tbe\tissued digital and social media platforms, which helped to \u2022\t All\tpermits\talready\tissued\twere\tto\tbe\trescinded showcase our destination brand to a wider audience \u2022\t All\tJamaican\twere\tto\tpractice\tsocial\tdistancing globally. \u2022\t Large\tgatherings\twere\tdiscouraged\tand\twere\t Special Project limited to only 10 persons Expo 2020 Dubai (Staged in 2021) \u2022\t All\tpersons\twere\tmandated\tto\twear\ta\tmask\tas\ta\t Expo 2020 Dubai was staged over 6 months (October 1, 2021\u2013March 31, 2022) in the United Arab means of personal protection Emirates (UAE). Lorna Robinson, Promotions and \u2022\t Our\tborder\tclosed\tto\tincoming\tflights\tand\tcruise\t Events Manager, and Maureen Smith, Promotions and Events Officer, were both selected and approved ships and therefore no visitors were allowed into by the Board to represent Destination Jamaica and to the island assist with the management of our JAMAICA Pavilion \u2022\t Curfews\twere\tenforced\tin\thot\tspot\tareas\twhich\t and other activations at this event. Each individual had an outbreak of the virus thereby reducing and assignment was for a period of just over 3 months. restricting the free movement of persons across the For decades, World Expos have provided a platform island. to showcase countries and islands around the world, and introduced the greatest innovations that have \u201cThis World Expo was shaped the world we live in today. This World Expo staged in the Middle East was staged in the Middle East for the first time with for the first time with host host destination being Dubai, one of the 7 Emirates destination being Dubai, in the UAE. Expo 2020 Dubai was staged over a one of the seven Emirates 6-month period, from October 1, 2021-March 31, in the UAE.\u201d 2022, and was expected to attract approximately 25 million visitors. The theme for the event was, Against that background, events were curtailed \u201cConnecting Minds, Creating the Future\u201d and it was and were mainly being staged in virtual or hybrid intended to serve as a strong global platform for formats. The unit, however, continued with a JTB showcasing how countries connect with each other Board approved methodology to determine events to and the world. Additional details about the event can be supported, the objective being to raise Jamaica\u2019s be reviewed at www.expo2020dubai.com global brand recognition above its competitors in Jamaica\u2019s participation was facilitated by the the region. This would in the long run help to boost government of the UAE through the auspices of the tourist arrivals in the future and aid the recovery of Ministry of Foreign Affairs and Foreign Trade (MFAFT). the tourism sector. Recommendations to support JAMAICA\u2019s interest at the World Expo was showcased or decline events were provided by the Events and represented using a multi-agency approach. Committee to the Chairman and Board of Directors. The following agencies were major contributors to\t the\t Jamaica\t Pavilion:\t Jamaica\t Tourist\t Board\t 123 | JAMAICA TOURIST BOARD","(JTB), Jamaica Special Economic Zone Authority Expo 2020 Dubai Achievements (JSEZA), Ministry of Culture Gender Entertainment \u2022\t Over\t178\tcountries\twere\trepresented,\twith\t24.1\t & Sports (MCGES) and Jamaica Promotions Limited (JAMPRO). million visitors over the 6-month period. \u2022\t The\tExpo\tLive\twas\table\tto\tattract\tover\t37\tmillion\t The principal objectives underpinning Jamaica\u2019s participation\twere: persons to its virtual platforms. \u2022\t To\tcreate\ta\tdesire\tfor\tpersons\tto\tvisit\tJamaica\tand\t \u2022\t 35,000\tevents\twere\tphysically\tstaged\tduring\tthe\t experience its unique tourism offerings (including a actual Expo and content shared to millions of mix of music, cuisine, culture and adventure) while audiences across the globe. increasing awareness of Jamaica's history and \u2022\t The\tExpo\tattracted\tand\thosted\tover\t8,902\t significant\tinfluence\ton\tthe\tworld.\t government leaders, including ministers, \u2022\t To\tboost\tawareness\tof\tJamaica\u2019s\tdrive\tto\tbecome\t presidents, prime ministers and heads of state. the 4th global logistics hub, which will result in \u2022\t The\tJAMAICA\tpavilion\thad\t319,926\tvisits\t infrastructural developments and benefits to the over the period which surpassed our target of average Jamaican. 250,000. March alone had 182,304 visits! \u2022\t To\tshowcase\tinvestment\topportunities\tin\tJamaica\t Approximately 30% of all visitors came from and express the country's active interest in outside of the UAE. The top international visitor partnerships \u2013 both public and private. countries included India, Germany, France, the \u2022\t To\tbuild\tglobal\tpartnership\tand\tshowcase\tseveral\t UK, the US, Russia, and Saudi Arabia. \u2018shovel ready\u2019 projects. \u2022\tThe\tJAMAICA\tPavilion\twas\textremely\tpopular\t \u2022\t To\tstrengthen\tJamaica\u2019s\tbilateral\trelationships.\t due to the strength and recognition of our positive global brand \u2013 patrons were open and \u201cThe JAMAICA Pavilion excited to learn and experience more about the was extremely popular Destination; association with, and visits from, our due to the strength and own celebrities such as Usain Bolt; several other recognition of our positive sporting teams; and our strong presentation of global brand \u2013 patrons reggae music showcased under the Marley banner; were open and excited to the promotion and free sampling of our high learn and experience more quality Blue Mountain Coffee; jerk presentations; about the Destination.\u201d other cultural entertainment, and much more. \u2022\t The\tExpo\treceived\tover\t1\tmillion\tstudents\tduring\t One of the big highlights for the Destination was the the period. Thousands of school children and acknowledgement of a JAMAICA National Day during students were exposed to Jamaica through our the World Expo. All focus was placed on Jamaica JAMAICA Pavilion. These are our future travellers during that particular day. Jamaica\u2019s government who will now consider Jamaica as a solid option officials (inclusive of Hon. Edmund Bartlett, Minister for future vacations. of Tourism and Senator the Honourable Kamina \u2022\t The\tJAMAICA\tPavilion\tgained\ttremendous\tglobal\t Johnson Smith, Minister of Foreign Affairs and exposure and the JTB team as well as the entire Foreign Trade, and other government executives) Jamaican delegation who participated from visited\tand\tparticipated\tin\tthe\tflag\traising\tceremony\t other government and private sector companies and conducted several meetings around investment benefitted from the experience. opportunities for Jamaica. There were lively \u2022\t The\tWorld\tExpo was used to educate the travel performances and demonstrations which showcased specialists associated with the Emirates Airlines our strong culture \u2013 music, customs, heritage and and other hotels in and around the region. cuisine \u2013 to the patrons attending the World Expo. \u2022\t Exposure\tof\tJamaica\u2019s\tculture,\theritage,\ttourism,\t cuisine, investment and shipping opportunities ANNUAL REPORT 2021-2022 | 124","ON THE HOMEFRONT THE MARKETING DEPARTMENT CONT. \u2022\t Business\tforums\theld\tto\teducate\tparticipants\t about doing business in Jamaica. Promotions & Events Cont. \u2022\t Networking\topportunities\tused\tto\tstrengthen\t Expo 2020 Dubai Achievements Cont. global relationships. \u2022\t Jamaica\talso\treceived\tsignificant\tmedia\texposure\t \u2022\t More\tthan\t200\tmillion\tviewers\ton\tthe\tvirtual\t and publicity from participation in Expo 2020 Expo 2020 Dubai website which extended the Dubai and ended the activation by securing a reach of our activities promoted via the Expo. Bronze Medal in the Bureau International des Expositions\u2019 (BIE) Awards (that recognizes the \u2022\t Strengthen\tthe\tengagement\tand\talignment\twith\t contributions made by international participants). the diaspora located throughout that region. \u2022\t Jamaica\twas\thonoured\tas\tone\tof\tthe\tbest\t pavilions in the thematic category for interior Additional marketing activities supported during the design in the Mobility district. reporting\tperiod: \u201cSeveral strategic March 2021 partnerships were \u2022\tJamaica\tJazz\tand\tBlues\tFestival\t(Virtual) established. One very \u2022\tJamaica\tRum\tFestival\tSeries\tVideo\tShoot\t important one for \u2022\tJamaica\tRum\tFestival\t(Hybrid) Jamaica\u2019s tourism was the new travel sales April 2021 arrangements with the \u2022\tDiscover\tJamaica\tby\tBike\t(Physical) Middle East\u2019s largest air \u2022\tCycle\tJamaica\tReggae\tRidez\t(Physical)\t\t \t carrier \u2013 Emirates Airlines.\u201d May 2021 \u2022\t Jamaica\treceived\tseveral\tacknowledgements\tand\t \u2022\tPreparations\tfor\tthe\tTeam\tFrazz\tActivation\t awards at the prestigious World Travel Awards \u2022\tPreparations\tfor\tthe\tnew\tNigerian\tCharter\/Tourism\t held at the World Expo. Opportunities Workshop June 2021 \u2022\t Several\tstrategic\tpartnerships\twere\testablished.\t \u2022\tWorld\tExpo\tpreparations\tcontinued Crucial for Jamaica\u2019s tourism, was the new travel \u2022\tDiscover\tJamaica\tby\tBike\t(Physical)\t sales arrangements with the Middle East\u2019s largest \u2022\tJAAA\tNational\tSenior\tTrials air carrier \u2013 Emirates Airlines. This was a major initiative for Jamaica as it opened the Middle July 2021 Eastern gateway from Asia and North Africa. \u2022\tExpo\t2020\tDubai\tpreparations\t\u2013\tContinued This was the first time that Desination JAMAICA \u2022\tCanto\tConference\t(Virtual)\t was entered into the ticketing system of a Gulf Cooperation Council (GCC) airline, giving us August 2021 significant\tleverage\tto\tnegotiate\tdirect\tflights\tto\t \u2022\tExpo\t2020\tDubai\tpreparations\t\u2013\tContinued the Destination. \u2022\tJamaica\tPoetry\tFestival\t(Virtual) \u2022\tWest\tIndies\tVs\tPakistan\tCricket\tTest\tSeries\t \u2022\t Extensive\tmedia\tassociation\tand\texposure\t was gained from the strategic messages about (Physical) the Destination and brand Jamaica via media \u2022\tReal\tVibez\tFilm\tFestival\t(Virtual) interviews and features shared to global \u2022\tCPL\tT20\tCricket\tTournament,\tSt.\tKitts\t(hybrid) audiences. September 2021 125 | JAMAICA TOURIST BOARD \u2022\tExpo\t2020\tDubai\t(Physical) \u2022\tTourism\tAwareness\tWeek\tConcert\t(Virtual) October 2021 \u2022\tExpo 2020 Dubai \u2013 Continued \u2022\t\u201cIrie\u201d Hour Series (Hybrid) \u2022\tRide Ya Bike Cycling Event (Physical)","November 2021 of the year. Events and special projects supported for this period against the above stated background and \u2022\tExpo 2020 Dubai \u2013 Continued context,\twere\tas\tfollows: \u2022\tSwim for the Sanctuary (Physical) \u2022\tReggae Marathon (Virtual) January 2022 \u2022\tJamaica Open Golf Event (Physical) Team Frazz Racing Series \u2022\tJamaica Pro-Am Golf Tournament (Physical) \u2022\tExpo 2020 Dubai \u2013 Continued December 2021 February 2022 \u2022\tExpo 2020 Dubai \u2013 Continued \u2022\tReggae Month Celebrations (Hybrid) \u2022\tMiss Jamaica World, in Puerto Rico (Virtual) \u2022\tBobsleigh & Skeleton Federation Foundation \u2022\tChristmas In the Islands (Virtual) participation in the Winter Olympics in Beijing, China In January of 2022, the Jamaican Government \u2022 Expo 2020 Dubai \u2013 Continued allowed for the cautious reopening of the events and entertainment sector. Approval was given for small \u2022\tPoetry In Motion (Virtual) gatherings of not more than 100 persons; persons accessing venues were mandated to show their March 2022 vaccination cards and adhere to social distancing and \u2022\tExpo\t2020\tDubai\t\u2013\tContinued\tto\tMarch\t31 sanitizing protocols. All events and special projects supported contributed Based on the shift in the government stance and to keeping the Destination brand top of mind, which announcements, event promoters and coordinators, contributed to the record recovery of Tourism in while remaining cautiously optimistic, started Jamaica. preparations for events to be staged in the latter part Out of the organized school visits to the Expo, one school was fortunate enough to visit the Jamaica Pavillion while the Minister of Tourism was present, who was happy to speak to the students about Jamaica. ANNUAL REPORT 2021-2022 | 126","ON THE HOMEFRONT Jamaica was one of the \u2018Coolest\u2019 pavilions at World Expo 2020 (2021), Dubai The Jamaica Pavilion was hugely popular. Maureen Smith provided a guided tour of the Pavilion to UAE Government Minister and member of the Royal Family. Jamaica Plans to Introduce Direct Flights from Dubai As part of their tour of the Emirates Pavilion, Minister This six-year old Jamaican found pleasure in talking to any Bartlett and Director White indulged in the AR experience children who visited the Jamaica Pavilion. Son of a Jamaican of\tflying\ton\tEmirates\tAirline\tin\t2070. Teacher who volunteered with the Pavilion, he always had a game to share with our young visitors. 127 | JAMAICA TOURIST BOARD","Seminar for dnata Travel at World Expo 2020 (2021) THE MARKETING DEPARTMENT CONT. The dnata Travel Professionals could not get enough of Research & Market Intelligence the Jamaica Pavilion. Director of Tourism making a presentation to the dnata The Research & Market Intelligence (RMI) Unit travel professionals in the February seminar. Dnata is is tasked with conducting research and providing the largest travel retailer in the Middle East. statistical data to inform and facilitate the strategic management process of the Board. These activities include the development of methodologies and deployment of instruments to measure, according to international standards, relevant variables within the tourist industry. Annually, the unit publishes the Annual Travel Statistics, Visitor Satisfaction Survey and The Visitor Expenditure Survey, as well as other reports developed to gather market information. MANAGEMENT INFORMATION SYSTEMS The\tmain\tfunctions\tof\tthe\tunit\tare\tto: \u2022\t Deploy\tapplications\tand\ttools\tto\tfacilitate\tthe\t timely distribution of critical information used for decision making within the organization and by extension the tourism industry \u2022\t Identify\tand\timplement\ttechnological\tsolutions\t to improve operational efficiencies. \u2022\t Liaise\tinternally\tand\twith\texternal\tpartners\tin\t the development of technology based initiatives in support of the marketing and advertising efforts of the Board \u2022\t Provide\tsupport\tfor\tthe\tin-house\tIT\t infrastructure, applications, and related business processes Activities To improve performance of the core applications and offer simplified platform management and scalability, the main server and storage platforms replacement was initiated through the procurement process resulting in the selection of Xsomo International as the preferred supplier using the Dell product set. Implementation delays were encountered partly due to the supply chain disruptions created by the pandemic. Configuration activities commenced and were completed within the 1st quarter of the 2021\/22 fiscal period. Jamaicans living in the UAE volunteered regularly in the Pavilion. For the Jamaica National Day, they came in their colours to show national pride. ANNUAL REPORT 2021-2022 | 128","ON THE HOMEFRONT MANAGEMENT INFORMATION SYSTEMS PUBLIC PROCUREMENT CONT. The general responsibility of the JTB\u2019s Public Security remained a major concern for all MIS Procurement Unit is to carry out the function of departments and the JTB relied on the Mimecast acquiring goods, services or works in line with the product set to provide email security and archiving governing guidelines, regulations and laws. In doing services. To keep pace with the threat levels, upgrades so, the unit undertakes its procuring activities on to\tthe\tplatform\twere\tconducted\tto\tinclude: behalf of the Board and as an agent of the Government of Jamaica. -\t Internal\tEmail\tProtect\t(IEP):\tJournaling\tof\t Procurement 101 is one of the initiatives of the internal email for the inspection of threats, Director of Tourism to create value-added results content remediation and threat remediation in efficiency through the means of transformation, dashboards by developing an ideal procurement framework to support the business model of the JTB, that will be -\t Targeted\tThreat\tProtection\t(TTP):\tattachment\t consistent\twith\tthe: protection, URL protection, sandbox, and \u2022\t Government\u2019s\tprocurement\tguidelines,\tregulations\t static file analysis and laws. - Awareness Training \u2022\t Government\u2019s\tattempt\tto\tobtain\tthe\tbest\t Firewalls continue to be among the main means of electronic border protection. All office location solutions, from its procuring entity\u2019s use of public gateways were upgraded and combine multiple funds. security functions such as firewall, intrusion \u2022\t The\tJTB\u2019s\tstrategic\tgoals\tand\tobjectives. prevention system (IPS), virtual private network (VPN), antivirus, antispam, web filtering, and application Transformation control. Monitoring of firewall activities and logs This is seen as a key factor in achieving efficiencies, remains a constant activity of the department. value for money and the best solutions in any The unit continued to provide operational support for procurement transaction. The year under review the local, regional, and overseas-based units. Among gave rise to new and innovative ways for the Unit to the\tfrequent\tsupport\trequests\twere: become more strategic, whilst journeying through a pandemic,\twith\tfocus\ton: - Website marketing content and partner \u2022\t Technology\tand\tadaptation updates \u2022\t Maximising\teconomy\tand\tefficiency \u2022\t A\tProcurement\tCulture\tmindset - Email campaign coordination and execution \u2022\t Relationship\tmanagement -\t CRM\tmodule\timplementation\tworkflow\t \u2022\t Contract\tmanagement\t \t modelling Adaptation - Video conferencing support The approach to the change process was threefold to enable\tthe\tdesired\tresults: General Administration \u2022\t Phased\tcentralization\tof\tprocurements The unit continued to support the day-to-day \u2022\t Implementation\tof\tcompliance\tmeasures operations of the offices, departments, and units \u2022\t Relationship\tManagement through\tthe\texecution\tof\tthe\tfollowing\tduties: By adapting the governing rules to meet the needs (strategic approach) and effecting the procurement \u2022\t Conduct\tand\tmonitor\thealth\/security\tchecks\t planning and tender cycles (process management) to maintain integrity of systems and data. \u2022\t The\tprovision\tof\thelp\tdesk\tservices \u2022\t Manage,\tmaintain\tand\tliaise\twith\ttechnology\t solution vendors 129 | JAMAICA TOURIST BOARD","some of the norms in purchasing were displaced \u2022\t Training\tWorkshops\tand\tSeminars\ttargeting\tPICA,\t by the standard requirements and processes. One- JCF and Managers of hotels). on-one sessions and discussion points were held with managers and team members to increase their \u2022\t Outreach\tactivities\t(Local\tschools\tand\tan\tNGO)\t awareness of the rules, regulatory and accountability \u2022\t External\tstakeholder\tmeetings\tfor\tpolicy\t for spending public funds. The journey in building trust, relationships and culture change continues, discussions (Ministry of Health, JCF, MBJ) towards achieving this common goal. Overview For 2021, travel agent engagement was ramped Highpoints up, as the health and safety protocols were relaxed Procurements executed during the period valued and modified with a balanced approach to lives and J$7,799,674,155.19 compared to the previous livelihoods and a focus on boosting business volume year\u2019s spending of J$904,642,823.74. During the within the various tourism sub-sectors. Travel agent period 1,350 contracts were issued, increasing feedback has been positive and there was sustained activities by 66% over the previous year. interest in Destination Jamaica. As the island A major global contract, significant to the promotion continued to pivot to adjust to the evolving pandemic, of Desination JAMAICA, was 83% of the J$7.8b in it was noted that tourism had undoubtedly taken a total expenditures. significant hit. Nevertheless, the industry continued to show its resilience, as the interest was sustained REGIONAL OFFICE from Jamaica\u2019s major source markets. Internationally, trends for travel showed timidity, The JTB\u2019s Regional Office continued to provide however, as time progressed, the travel trade within support at the local level to various JTB programmes major source markets remained cautiously optimistic by\tfacilitating: to travel again and experience Destination Jamaica. Fam trips were executed from the US, Canada, and \u2022\t Travel\tagent\tfam\ttrips Continental Europe, with a heightened focus leading \u2022\t Visitor\trelations into the fall 2021 season. Though no fam trips were \u2022\t Press\ttrips\t(in\tsupport\tof\tthe\tMarketing\t initiated from the UK for the fiscal year 2021\/2022, the on-going showcasing of Jamaica to the travel Department) trade through the utilization of virtual engagements \u2022\t Radio\tremotes was ramped up. Two major regular engagements \u2022\t Meet\tthe\tPeople\tProgramme were Virtual Vibes (UK) and the Jamaica \u201cIrie\u201d Hour \u2022\t MICE\tProgramme (Canada). For the fiscal year, 2021\/2022, the traction \u2022\t Special\tevents\tand\tpromotions for both shows was impressive with a combined total \u2022\t Meetings\twith\tindustry\tpartners\t(Hotels,\t of over 40 shows and total unique views\/travel agent engagement\tof\t6,500+. Attractions, MBJ, Immigration, Customs, DMC\u2019s The District Sales Unit (DSU) (Jamaica) stayed etc.) connected with tourism partners locally and offered \u2022\t Industry\tliaison\t(with\tJHTA,\tTPDCo\tQuality\t the relevant support and guidance throughout the Assurance Committee, Linkages Council, and year. At the end of the fall 2021 season, there was Destination Assurance Council etc.) a spike in the COVID-19 numbers which caused a \u2022\t Community\tliaison\t(with\tChambers\tof\tCommerce,\t significant fallout in arrival and hotel occupancy Service Clubs, key stakeholders (Police, figures. Though industry partners felt the blow and lost Embassies, Funeral Homes, Hospitals ,etc.) local some optimism, the team stayed present and worked schools\u2019 career day activities etc.) collaboratively with partners across the sub-sectors \u2022\t Information\tand\tfacilitation\tservices\tat\tthe\t to rebound from the fallout. The online engagement island\u2019s international airports (mainly MBJ) continued, and sales calls increased with the view to also develop business for the Destination through conversations with new business operators. ANNUAL REPORT 2021-2022 | 130","ON THE HOMEFRONT REGIONAL OFFICE CONT. from said markets). During the fall 2021 season, the DSU was fully engaged in all executions across Synopsis\/Situational Overview Cont. all markets, welcoming and hosting a total of 224 The 2021\/2022 fiscal year closed out with much travel agents over the period. optimism across the industry. With the withdrawal For Q1\/2022, there was a unique opportunity of the limiting protocols associated with the Disaster out of Latin America - Orinter\/Brazil fam trip - 14 Risk Management Act (DRMA), industry partners representatives were hosted for a week. The trip was locally and internationally have engaged high gear organized in partnership with COPA airlines and for the tourism industry and have been realizing a comprised of representatives from one of the largest positive turn of situation as Jamaica springs into the travel companies in Brazil - Orinter\/Petrobas. summer. Two specially designed fam trips were initiated from the DSU to focus on small accommodations in Travel Agent Activity the Negril resort area. The Beautiful, Intimate and In contrast to fiscal year 2020\/2021, travel agent Boutique (BIB) Fam Trip Series exposed a total of activity for 2021\/2022 was far more robust from all ten (10) travel agents out of US to a carefully crafted markets except the UK. The US market was first experience in Negril. Two fam trips out of Europe to lead out with re-introducing the travel trade to were also hosted in March 2022. These Dutch and Desination JAMAICA. The District Sales Unit (DSU) Belgian fam trips were designed to reconnect 15 supported\t a\t flurry\t of\t spring-summer\t travel\t agent\t travel agents (per group) to Desination JAMAICA and fam trips fam out of the US. The approach was to offered a showcase across multiple resort areas along focus on accommodating smaller groups of agents the North Coast, Port Antonio, and the South Coast. (limited to a maximum of 10 pax). This approach was Number\tof\tFams\tconducted:\t39 taken, post consultation with industry partners, who No.\tof\tAgents\tbrought\tin:\t401 indicated that comfort levels would be more aligned in this way. Independent 1-Day Fam Trips \u2013 Jamaica Travel Activities in Continental Europe increased Specialist (JTS) Programme significantly at the break of summer 2021, with The execution of independent 1-day fam trips was the\t introduction\t of\t the\t Edelweiss\t flight\t and\t the\t carefully managed and strategically re-introduced in resumption of Condor to the Destination. The DSU alignment with conversations with industry partners continued to provide guided support to JTB Europe regarding updated policies and procedures. As a and successfully confirmed and executed 2 fam trips matter of safety for team members, the execution of for\tthe\tinaugural\tEdelweiss\tflight\tout\tof\tSwitzerland.\t these special-offer fam trips was kept to a minimum This\twas\tthe\tfirst\tdirect\tflight\tfrom\tthat\tterritory\tin\t30\t and evaluated for action on a case-by-case basis as years. Though three fam trips were originally on the of June 1, 2021. books, the potent opportunity for 2 trips (Kuoni Travel There were a total of 21 requests, which brought in Company and Latino Tours) was pursued. A total of 23 agents. 123 travel agents (across markets) was hosted during Overseas Market Support these summer months of 2021. The Jamaica Tourist Board (JTB) continued to pivot The latter summer months (August and September) to meet the changing needs of the travel industry. were used as a preparatory period ahead of a One key step in the recovery process had been the particularly active fall fam season. In addition to continued interaction with the travel trade in the the \u201cIrie\u201d Hour Fam (43 agents hosted October respective international markets. The DSU (Jamaica) 23-29), a follow-up series of Canadian fam trips supported the hosting of various virtual engagements was executed from October-December (66 agents to maintain traction with the travel agent community. hosted). The Canadian travel agents had not been travelling thus far for 2021 and were excited to Canada Support reconnect with Desination JAMAICA. The fam Jamaica \u201cIrie\u201d Hour trips covered Ontario, Western and Eastern Canada, The Jamaica \u201cIrie\u201d Hour was designed to engage, and were designed to give the agents experiential inform, and entertain the travel agent community in showcases via the respective rotations. The European the Canadian market, as the JTB team endeavoured and US markets were also extremely active over the fall period (hosted 27 and 88 agents respectively 131 | JAMAICA TOURIST BOARD","to keep the lines of communication open with the the interest of the travel agent community and the inclusion of in-market and on-island industry partners. number increased steadily. The DSU heavily supported Each Tuesday approximately 120-200 travel agents the delivery of the various Virtual Vibes sessions via across Canada tuned in to the Jamaica \u201cIrie\u201d Hour. filming and presentation of the One Stop Sessions and The travel agent community responded positively to the Spirited Reports. the Jamaica \u201cIrie\u201d Hour engagement, as it provided The Virtual Vibes sessions were on a short break from the latest updates on a weekly basis. The platform December 16, restarted on January 2 and resumed with was used to garner feedback from the travel agents on a presentation of the webinar from Doctor\u2019s Cave Beach the situation in their respective provinces. As of June in Montego Bay. The theme of the webinar surrounded 2021, the Jamaica \u201cIrie\u201d Hour has been held every a New Year message wherein the Spirited Report was other week. a \u2018New Year Resolution Healthy Drink Recipe.\u2019 There In January 2022, motivational speaker and coach, Nina was also a \u2018New Year Resolution Healthy Meal Recipe\u2019 Spencer, was invited on the first Jamaica \u201cIrie\u201d Hour which was presented. show of the year. She helped to give our retailers a In February 2022, the Virtual Vibes webinar was boost by assisting them in preparing for the challenges romance themed and focused on educating agents on ahead, and more importantly, the period of travel all things Jamaica, including 10 romantic activities expected to follow in 2022. The theme was \u201c2022 and locations on-island. Additional components of Bring\t it\t ON!\t Forward\t Thinking:\t Profoundly\t Practical\t the session were a Kahoot Quiz with trivia focused on Strategies for Protecting Your Professional Passion and Jamaican love songs and cultural items and a Blackwell Building Great Client Relationships Despite Pandemic Rum Valentine\u2019s Day Recipe from Island Outpost. Times.\u201d Nina shared insights and techniques on how For the fiscal year 2021\/2022, a total of 18 Virtual to weather the current industry storm and prepare for Vibes sessions were conducted, featuring a total of the new age of travel to come. 29 local industry partners. Through the execution of the One Stop Sessions and the Spirited Reports, there \u201cIrie\u201d Hour Fam was significant engagement and partnership with The fam was implemented October 3-29, 2021 to accommodations and attractions (particularly along the bring the Jamaica \u201cIrie\u201d Hour LIVE from the shores of north coast). Jamaica. The support from the local industry partners Continental Europe Support was tremendous and allowed 43 agents to experience The District Sales Unit continued to provide guided an all-encompassing showcase while on-island. The support to the JTB team in Continental Europe, actively design of the itinerary covered gastronomy, select resort garnering information and sharing market-specific tours, curated attraction experiences and an engaging commentary to bolster efforts in-market. LIVE Jamaica \u201cIrie\u201d Hour show hosted at Royalton White Sands. Another execution of this very successful Spanish Market Webinar \u201cIrie\u201d Hour Fam is planned for October 2022. A webinar for the Spanish market was implemented on June 3, 2021. For the session, VIP Attractions On-Location Videos Club Mobay made their business lounge at the SIA A series of engaging island-style videos was developed to exclusively available. The webinar was a success, with support the Jamaica \u201cIrie\u201d Hour sessions. For the fiscal a combined total 236 travel agents and tour operators year 2021\/2022, a total of 6 videos were produced registered. A destination presentation targeting the from the DSU, specifically designed to reignite interest Spanish market was made during the webinar. in Jamaica. The response from the Canadian travel agent community was overwhelmingly positive and the FVW Travel Talk videos became a relished treat on the Jamaica \u201cIrie\u201d FVW Travel Talk is a sought-after destination experience Hour. conceptualized by FVW Median, Germany\u00b4s leading travel industry media group. Jamaica hosted the first UK Support long-haul event since 2019. It incorporated a 7-day Virtual Vibes fly-in\tand\ta\t1-day\tcongress.\t This virtual engagement was designed to maintain consistent presence with the travel trade across the UK. Although the engagement started out with average traction, the lively and engaging presentations captured ANNUAL REPORT 2021-2022 | 132","ON THE HOMEFRONT REGIONAL OFFICE CONT. 5. This portion of the project required the Senior Business Development Officers of the DSU (Jamaica) Continental Europe Support Cont. to participate in interviews across the multi-station engagement. Based on the state of affairs on-island, FVW Travel Talk Cont. some of the message points for the interviews The 1-day congress brought together leading industry included\t(but\twere\tnot\tlimited\tto): officials in Jamaica, including the Minister of \u2022\t Jamaica\tis\topen\tand\tready\tto\thelp\tyou\thave\tthe\t Tourism, and 40 trade officials and travel agents from Germany, Austria and Switzerland (DACH market) \u2018safecation\u2019 you deserve! with\tthe\tfollowing\tobjectives: \u2022\t In\tJamaica,\tyou\tcan\tenjoy\tand\trelax\tknowing\tour\t \u2022\t Increasing\texposure\tof\tJamaica\tas\tthe\tCaribbean\t health and safety protocols are in place to protect destination of choice in the German speaking you from the moment you land. market. \u2022\t Jamaica\u2019s\tcomprehensive\tCOVID-19\tresponse,\t \u2022\t Focusing\tattention\ton\tstrong\tairlift\temerging\tfrom\t known as \u201cJamaica CARES\u201d, has combined the DACH market, along with the latest trends and several elements to ensure the island is developments in Jamaica. COVID-19 secure. One of those elements includes \u2022\t Networking\tto\testablish\tvaluable\tcontacts,\tinsights,\t designated resilient corridors, encompassing our and expertise. key tourism regions - Negril, Montego Bay, Ocho Participants from the DACH market included 25 Rios, Port Antonio and the South Coast. Visitors carefully selected travel agents as well as executives can feel comfortable knowing these areas have from Condor, Eurowings Discover, Der Touristik, implemented rigorous health protocols to ensure Jumbo Touristik, and TUI. you have a safe and seamless stay. The FVW congress included varied discussions and \u2022\t Our\tattractions\ton\tthe\tresilient\tcorridors\tare\topen\t presentations throughout the day, ending with a to welcome visitors with enhanced safety measures. speed networking session for the attending travel There was a total of 12 markets and 24 stations, with agents. Atlanta and Philadelphia doing on-air promotions, but no live broadcasts. JTB-Europe Sales Mission This trip hosted from March 24-31, comprised 5 Emmanuel\tAcho\tInfluencer\tTrip marketing\t representatives\t from\t Continental\t Europe:\t The JTB collaborated with former NFL linebacker, Poland (1) Czech Republic (1) Germany (2) and Italy author,\tsportscaster\tand\tinfluencer,\tEmmanuel\tAcho,\t (1). The itinerary was designed to present the less- on his trip to Jamaica in August 2021. Emmanuel travelled Jamaican paths and expose participants to Acho\tis\ta\t#1\tNew\tYork\tTimes\tBestselling\tAuthor\tand\t the Destination as it tended to an easing of COVID-19 the Host\/Producer of \\\"Uncomfortable Conversations restrictions locally and internationally. The trip also with a Black Man\\\". His ground-breaking online allowed for interaction with two Polish nationals and series to drive meaningful dialogue around racial one Italian, both living in Jamaica (working within insensitivity and ignorance launched in June 2020 the tourism industry). It was a successful outing with more than 80 million views. He is also a 2021 as expressed by the participants and supported a Emmy nominee for \u201cOutstanding Short Form Non- renewed appreciation for Desination JAMAICA. fiction or Reality Series\u201d. A 2021 Sports Emmy winner, Fox Sports Analyst (Co-Host, FS1 \u201cSpeak for Support For Media-Related Activities Yourself\u201d) and television personality, Emmanuel is a former NFL linebacker and has a Master\u2019s degree in Sandals South Coast Radio Remote Sports Psychology from the University of Texas. The JTB supported Sandals Resorts with an on- Given\t his\t profile\t and\t influence\t in\t social\t media\t island radio remote, which took place at Sandals marketing, the JTB opted to host Mr. Acho and team South Coast. Although the radio remote took on a day of excursions within the Montego Bay area place in Jamaica from April 6-11, 2021, the JTB that included rafting, cruising, and experiencing interviews were pre-recorded on April 1 and April aspects of our cuisine. His experiences garnered from the partnership proved to be highly beneficial and provided an excellent showcase for the Destination. 133 | JAMAICA TOURIST BOARD","Holiday Guru \u2013 Maren Fisher Riddim Magazine This content marketing trip was organized in Ellen and Pete K\u00f6hlings, the operators of Riddim partnership with Holiday Guru to expose their Magazine, were presented with recommendations German client base to the Destination over a period and on-island guidance regarding activities in Port of 7 days. The itinerary included activities in the Antonio, during their scheduled trip from March Montego Bay, Negril, South Coast, Ocho Rios and 17-21. Riddim Magazine is Europe's No. 1 reggae Port Antonio resort areas. These experiences were magazine, and has covered Jamaican music and planned and guided via the DSU and provided much culture in all its various forms, for over 20 years. On insight into the diversity available in Jamaica as a Facebook\t their\t handle\t is\t @riddimmag\t where\t they\t unique destination, especially suited to the needs of have\tover\t620,000\tfollowers;\ton\tInstagram\t@riddim_ the German market. mag with over 55,000 followers. For their \u201c60 Years Real Housewives of Atlanta (RHOA) of Jamaican Independence\u201d issue, they plan to cover The DSU provided on the ground support to Atlanta locations in Portland, a parish which is especially Metro Studios, who were on-island from January loved by Europeans. 18-22, to capture scenes for Season 14 of the Real Housewives of Atlanta, an American reality television UK Multi-Station Radio Remote series. The group consisted of a 13-member cast The DSU supported the media trip for the UK and and 35 crew members. Filming was conducted in Ireland Multi-station Radio Remote (17 participants). the resort areas of Montego Bay, Ocho Rios, and Six radio stations from the UK (England, Northern Kingston. The JTB also provided meet and greet Ireland, Scotland & Wales) and Southern Ireland courtesies, customs clearance, and liaison support participated in a multi-station radio remote, which at the proposed filming locations as well as general was hosted by the JTB in partnership with the Holiday information\/commentary on Desination JAMAICA. Inn Resort. The stations did a 3-week promotion for Brandon\tBlackwood\tInfluencer\tTrip Desination JAMAICA culminating with a vacation Support\tfor\tinfluencer\tBrandon\tBlackwood\u2019s\ttrip\twas\t giveaway to the island (6 giveaways total). executed from January 14-19. The JTB partnered The total audience reach over the period was over 1.5 with the management team of New York-based CEO million listeners with a demographic of ages 25-64 Designer Brandon Blackwood. Mr. Blackwood who years. Each radio station had a \\\"Live from Jamaica\\\" maintains a strong social media following, headlined webpage promoting Desination JAMAICA. The a party of 10 on a getaway to Jamaica. While staying broadcast week webpages included daily presenter at Tryall Club & Villas the participants experienced blogs, videos, and pictures from their week on-island. activities in Montego Bay, South Coast and Ocho While on-island, the group of presenters and Rios. producers, experienced attractions and restaurants The District Sales Unit supported by confirming the in Montego Bay and Ocho Rios. They also interviewed itinerary and securing partnerships with Dreamer representatives of the various entities visited, either Catamaran, Mystic Mountain Rain-Forest Adventures on-site or at the Holiday Inn. Each station broadcasted and Appleton Estate Rum Experience, as well as from March 28-April 1. guiding the group for some of the scheduled activities. Feedback and responses on social media have been Other Activities numerous and positive. Mix 97 Radio Remote Presentation to UTECH Students Sean Kelly from Belleville, Canada\u2019s Mix 97 Radio, Members of the DSU presented to groups of final was in Jamaica along with 60 of their listeners. Hosted year students, as part of a simulated Conference by Grand Bahia Principe from February 26-March 5, for Meeting Planners, in the School of Hospitality 2022, the participants were feted to experiences Management at the University of Technology in Ocho Rios and Runaway Bay. Sean had been on- (UTECH). The presentations focused on the offerings island a few years ago and was extremely pleased in Ocho Rios, while giving specific attention to those at the outcome of the group\u2019s experience. He had that would be of greater interest to wedding groups. decided to return to Jamaica to replicate his prior Additionally, there was an element of one presentation experience and provide an avenue for the positive that concentrated on why Ocho Rios is regarded as showcase of the Destination. the centrepiece of Jamaica. ANNUAL REPORT 2021-2022 | 134","ON THE HOMEFRONT Other Activities Cont. MICE Support Conceptual support was provided to the MICE Wanderlust Retreat 2021 Destination Department for webinars in May and October of 2021. Presentation This included the creation of a virtual fam itinerary Wonderlust Retreat 2021 was held at Secrets St. to showcase MICE options for the Kingston and Ocho James on November 4. The DSU made a destination Rios areas. Execution of same was carried out in presentation at the retreat to the team from Wonderlust May 2021. The project was done in partnership with Travel and 35 travel advisors from across the US who E-Group, which is the entity that provided third-party were exposed to all resort areas, key product points support for the Land Exchange Conference. and our arrival protocols. The response was positive, Air Peace - Lagos, Nigeria Travel Agent Fam and agents expressed their interest in becoming Following on the success of the first ever non-stop Jamaica Travel Specialists and including Jamaica as flight\tfrom\tNigeria\tto\tJamaica,\tthe\tcompany\tbehind\t a travel option for their clients. the historic initiative organized another trip. The charter\tflight\t(Air\tPeace)\tfrom\tLagos\tto\tMontego\tBay,\t H-10 Resorts Top 50 Local Travel Agent was scheduled to operate from May 24-June 1, 2021 Celebration (outbound) and May 25-31, 2021 (inbound). The H-10 Resorts hosted their Top 50 local travel agents Lead Tour Operator, Nigerians Travel Too, had made for 2021 at Ocean Eden Bay, from February 11-13, provisions for the participation of 5 travel agents on 2022. The JTB was represented via the DSU at this a fam trip to Jamaica. Additionally, the support of 4 engagement and support was provided for all the recognized\tcelebrities\/influencers\thad\tbeen\tsecured,\t activities on and off property. as part of the marketing efforts. It was projected that\t the\t flight\t to\t Jamaica\t would\t have\t at\t least\t 150\t Costa Rican Delegation passengers.\tUnfortunately,\tthe\tflight\twas\tcancelled. The DSU provided support for the hosting of a group of 20 Costa Ricans for a JTB-hosted dinner at the Ladies of Success (LOS) Spanish Court Hotel in Kingston. Support was also Over 40 women from Miami-based Ladies of Success provided to accompany the group on a Kingston City who visited Jamaica in June 2021 for 7 days, were Tour. The group was led by Jorge Alphonso Edwards, presented with Jamaica-branded gift bags containing a third generation Costa Rican of Jamaican descent, branded items, coffee, and local spices. They are a who operates One Love Travel Agency. The response part of a global network where women support each was overwhelmingly positive, and that market could be other. Some had visited Jamaica before, while others further explored to capitalize on all the opportunities were first timers. The group was hosted at Ocean for Desination JAMAICA. Coral Spring Hotel. PR Update Session Special Projects\/Support In keeping with the JTB\u2019s mandate to market Desination JAMAICA to the world, the important role Luxury Shoot that industry partners play in our tourism industry, During the period April 28-29, the JTB Marketing through the offer of products and services, was Department embarked on a filming project in recognized. This was the rationale on which US- the Negril area. Cross-departmental support was based PR Agency, Lou Hammond Group (LHG) was provided by recommending and guiding movements invited to participate in a PR Update and Strategy for the location scout and establishing necessary Session. The main objective of the session was to connections with the members of the JTB team and allow the exchange of shared knowledge of products industry partners who were involved in the process. and services, which would support the agency's The aim of the exercise was to capture video and still messaging for the Destination. The session was held images depicting luxury accommodations, health at the Montego Bay Convention Centre and was the & wellness, and romance. A total of 6 scenes were second of two meetings on March 30, 2022,- the filmed at various locations during the 2-day period. first of which was held in Kingston. The framework for the session included a welcome from the Honourable Edmund Bartlett, Minister of Tourism; a presentation from LHG where they discussed various topic, including; market trends, the 135 | JAMAICA TOURIST BOARD","travel landscape since the advent of COVID-19, greater \u2022\t Travel\tAgents,\tFam\tTrips,\tMedia\t&\tOthers:\t3348\t\t\t\t\t\t\t\t\t\t\t opportunities for mutually beneficial partnerships. \u2022\t Large\tGroups:\t1122 Industry partners were invited to make 5-minute \u2022\t Hotel\tReservations:\t37 presentations on any new or updated products and \u2022\t Customs\tClearance\t(Waiver\tLetters):\t86 services within their respective entities. \u2022\t Inaugural\tFlights:\t9 \u2022\t Special\tWelcome:\t7 Visitor Relations Highlights The Visitor Relations Department teams continued to \u2022\t The\tVisitor\tRelations\tDepartment\t(VRD)\tcontinued\t provide\tthe\tfollowing: to provide extensive support to the Government\u2019s In-house Team Services efforts to ensure Controlled Entry to the island, by \u2022\t Handle\tall\tvisitor-related\tmatters\tto\tinclude\tdeaths,\t assisting visitors with their application for travel authorizations. incidents, accidents, sexual assaults of all types, \u2022\t The\tVRD\tsupported\tthe\treopening\tof\tour\tborders\t hospitalization, destitution, visitors in distress, and following its closure due to the ongoing COVID-19 some crime related matters pandemic.\tWe\twelcomed\t9\tinaugural\tflights\tto\tthe\t \u2022\t Provide\tassistance\tand\tsupport\tto\tvisitors\tto\tthe\t island, between the Sangster International Airport island on a wide-range basis and the Norman Manley International Airport, for \u2022\t Act\tas\tan\tinformation\thub\tfor\tall\tvisitors'\tqueries this period. We also saw the return of several large \u2022\t Handle\tall\tcomplaints\tfrom\tvisitors\tagainst\thotels\/ airline partners such as TUI, Air Canada and Condor, other accommodations\/ transportation\/ attractions and welcomed larger aircrafts, such as Dreamliners. etc. In August 2021, the VRD welcomed the 1 millionth \u2022\t Provide\tassistance\tand\tsupport\tto\tvisitors\tand\t visitor since the COVID-19 pandemic and the re- partners on COVID-19 related matters opening of our borders. \u2022\t Preparation\tof\tall\tdocuments\tto\tJamaica\tCustoms\t \u2022\t The\tVRD\tsupported\tthe\treturn\tof\tfam\ttrips\tand\t regarding clearance of items taken in by groups\/ the MICE market following the re-opening of our persons for events on island borders; we were also able to provide support for the \u2022\t Preparation\tof\trequisite\tletter\tto\tJamaica\tCustoms\t return of major events such as Annie\u2019s Revenge, One for In-bond trade Love Affair, PGA Tryall Invitational, and several other large groups and events. Sangster International Airport (SIA) Team Services \u2022\t The\tVRD\thandled\tseveral\tvisitor-related\tmatters\t \u2022\t Provide\tdifferent\ttypes\tof\tinformation\ton\tthe\t and noted a drastic increase of 40% in incidents involving visitors, when compared to the same Destination to arriving passengers period in 2019, prior to the COVID-19 pandemic. \u2022\t Assistance\twith\thotel\treservations\tand\tother\tneeds We have noted an increase in the reports of destitute \u2022\t Assist\twith\tthe\tmonitoring\tof\timmigration\tline\tto\t and mentally-ill visitors and continue to work with our partners to ensure the best service and support expedite the process is accorded. We have started exploring preventative \u2022\t Escort\tand\tassist\tgroups\/individuals\tto\tCustoms\tand\t measures and have begun plans for workshops to educate our industry partners on ways to identify ensure clearance of equipment and handle cases that come to their attention. \u2022\t Liaise\twith\tJamaica\tCustoms\ton\tre-exportation\tof\t \u2022\t The\tVRD\twas\table\tto\thost\tour\tfirst\tin-person\t Appreciation Breakfast for our partners at the equipment in bond Sangster International Airport and the Norman \u2022\t Execute\tVIP\tmeet\/greet\tto\tarriving\tguests\tand\tVIP\t Manley International Airport in December 2021. We also hosted an Appreciation Luncheon for cardholders our Tourism Liaison Officers in the Jamaica Constabulary Force, and a few of our partners who Total numbers of Meet and Greet activities and Waiver supported us during the COVID-19 pandemic. Applications\tprocessed\tfor\tFY\t2021\/2022:\t \t \u2022\t VIP\tCard\tHolders:\t405 \u2022\t Travel\tSpecialists:\t466 \u2022\t Destination\tWeddings\tand\tHoneymoons:\t296\t\t\t\t\t\t\t\t\t ANNUAL REPORT 2021-2022 | 136","SECTION 6 139 140 Product\/Licensing 141 Awards & Recognition Statistics 137 | JAMAICA TOURIST BOARD","\u201cWe earned global organization and destination awards for the stellar work we continue to do in the marketing and promotion of the Destination.\u201d ANNUAL REPORT 2021-2022 | 138","PRODUCT \/ LICENSING PRODUCT\/LICENSING Although product-related matters are under the portfolio responsibility of the Tourism Product Development Company Limited (TPDCo.), the Jamaica Tourist Board retains the authority for licensing of tourism entities, as required by the Tourist Board Act. In 2021\/22, licences were approved\tfor\t6,974\tentities\tas\tset\tout\thereunder: ENTITIES NEW RENEWAL TOTAL ATTRACTIONS 3 16 19 BIKE RENTALS 0 1 1 CAR RENTALS 0 CONTRACT CARRIAGES 146 32 33 CRAFTS 14 4,830 4,976 DOMESTIC TOURS 20 DOMESTIC TOUR CONTRACT CARRIAGES 0 917 931 HOMESTAYS 5 146 166 HOTELS 7 707 707 NON-HOTELS 34 PLACES OF INTEREST 0 5 10 TRAVEL HALTS 1 0 7 WATERSPORTS 6 0 0 34 TOTAL 236 0 0 72 1 6,738 78 6,974 139 | JAMAICA TOURIST BOARD","AWARDS & RECOGNITION Jamaica\t won\t major\t destination\t accolades\t at\t 28th\t Annual\t World\t Travel\t Awards.\t Awards\t included:\t The\t Caribbean\u2019s\t Leading\t Adventure Tourism Destination 2021; Caribbean\u2019s Leading Destination 2021; Caribbean\u2019s Leading Nature Destination 2021; Caribbean\u2019s Leading Cruise Destination 2021, and Caribbean\u2019s Leading Tourist Board 2021. (L-R) Donovan White, Director of Tourism, Jamaica Tourist Board; Graham Cooke, founder of World Travel Awards; The Honourable Edmund Bartlett, Minister of Tourism. JAMAICA LANDS COVETED PRIZES AT 28TH ANNUAL WORLD TRAVEL AWARDS World Travel Awards Caribbean & North America programme: \u2022\t Caribbean\u2019s Leading Adventure Tourism Destination 2021 \u2022\t Caribbean\u2019s Leading Airport Lounge 2021 \u2022\t Caribbean\u2019s Leading Cruise Port, 2021 \u2022\t Caribbean\u2019s Leading Home Port, 2021 \u2022\t Caribbean\u2019s Leading Destination 2021 \u2022\t Caribbean\u2019s Leading Nature Destination 2021 \u2022\t Caribbean\u2019s Leading Cruise Destination 2021 \u2022\t Caribbean\u2019s Leading Tourist Board 2021 Travelage West Wave Award \u2022\t International\t Tourism\t Board\t Providing\t the\t Best\t Travel Advisor Support - 2021 ANNUAL REPORT 2021-2022 | 140","STATISTICS INTERNATIONAL The significant decline in international tourist arrivals during 2020 because of the COVID-19 pandemic During 2021, it is estimated that Global Tourism lessened throughout 2021, especially during the experienced a mild 4% upturn in international tourist second half of the year. With the development and arrivals, with 15 million more arrivals, than in 2020, rapid rollout of the vaccination programs and the but remained 72% below the levels experienced in slackening of the travel and border restrictions, many the pre-pandemic year of 2019. The World Tourism Caribbean destinations who were receiving mostly Organization (UNWTO) reported that international vaccinated visitors saw a rebound in visitor arrivals. tourist arrivals were 421 million in 2021 compared This 68.9% increase in visitors is a result of an to 403 million in 2020, and 1,468 million in 2019. increase in travel confidence, high demand for travel and the creation of an enabling environment for travel As a result, over 1,049 million less international to occur. tourists travelled the world in 2021. This follows International tourist trips rose in all regions of the the worst year on record for tourism due to the Caribbean except for the French Caribbean. The US unprecedented impact from the COVID-19 pandemic. market rebounded sharply, Europe grew modestly, This level of international arrivals was last recorded and Canada struggled to make gains. These mixed over 30 years ago. International tourism receipts performances\t in\t the\t various\t markets\t reflected\t the\t are estimated to reach US$700-US$800 billion in uneven return of air capacity, the openness of borders 2021, up from US$536 billion in 2020. The small and increasing harmonization of vaccination and safe improvement in international receipts together with travel programmes. a major rebound in domestic tourism has driven The cruise industry has faced constant disruptions tourism direct gross domestic product (TDGDP) to an over the past two years because of efforts to lessen estimated US$1.9 trillion in 2021, up from US$1.6 the spread of the coronavirus. Cruise arrivals to the trillion in 2020, but still well below the pre-pandemic Caribbean declined again for the second year. The value of US$3.5 trillion. total estimated number of cruise visitors to the region during 2022 decreased by 54.6% to approximately All world regions except for Asia and the Pacific and 3.9 million. This was a result of fewer calls to the the Middle East recorded increases in international destinations, fewer passengers (as the capacities on tourist arrivals for 2021. The highest increases were the ships were capped), and limiting cruises to only registered in Europe, the Americas, and Africa, with vaccinated persons. Additionally, several ports within 18.7%, 17.2% and 12.4% respectively. Asia and the the region were closed to cruise ships. Only one of Pacific region recorded a decline of 64.8%, while the the 23 destinations reporting cruise activity showed Middle East recorded a decline of 23.7%. Europe, an increase in cruise visits. Bermuda reported an the most visited region with over half the world\u2019s increase of 27.7%. The Dominican Republic (-3.3%), international tourists, saw 279.8 million arrivals in The Bahamas (-16.0%), Belize (-38.7%), and Cancun 2021, compared to a total of 746.1 million in 2019. (-42.5%), had the best relative performances among The second most visited region in the world, Asia the 22 destinations with contractions. and the Pacific, saw only 20.9 million arrivals, which is well below the total of 360.4 million in 2019. JAMAICA The Americas, of which Jamaica is a part, recorded a decrease of 137.4 million international tourists compared to 219.3 million in 2019. CARIBBEAN Visitor Arrivals The Caribbean Tourism Organization (CTO) reported Total visitor arrivals for the year 2021, reached a that in 2021 there was an estimated 19 million total of 1,535,165, which was 15.5% above the visitors who came to \u201cenjoy the un-equaled and 1,329,675 arrivals recorded in 2020. This figure diverse experiences\u201d the Caribbean had to offer. This represents 205,490 more arrivals than in 2020. In was an expansion of approximately 7.7 million more the first quarter of 2021, Jamaica recorded a 84.2% tourist arrivals, a 68.9% increase over the 32 million decline in total arrivals over the 2020 figures. During arrivals in 2020. the second quarter, this growth increased significantly to 5065.1%, in the third quarter, there was an increase of 290.1%. In the last and final quarter of 2021, there was further growth of 201.2%. 141 | JAMAICA TOURIST BOARD","A\tsubset\tof\tthe\tcruise\tpassenger\tarrivals\tin\t2020\tis\tcompared\twith\t2019\tfigures\tbelow: CRUISE PASSENGER ARRIVALS 2018 - 2021 DESTINATION 2018 2019 2020 2021 % CHANGE Bahamas 4,877.6 5,429.5 1,327.1 1,115.2 -16.0% 4,569.5 1,131.6 650.1 -42.5% Cozumel (Mexico) 4,265.5 1,103.9 344.5 333.1 440.4 245.7 -3.3% Dominican Republic 982.3 1,433.1 435.5 232.5 -44.2% 1,631.5 343.1 210.2 -46.6% US Virgin Islands 1,430.7 1,170.6 256.0 146.2 -38.7% 809.9 259.4 136.0 -42.9% St. Maarten 1,597.1 832.0 297.9 93.6 -47.6% 786.7 465.4 90.3 -68.6% Belize 1,208.1 1,784.9 259.4 80.6 -80.6% 733.5 449.3 70.6 -68.9% Curacao 757.3 1,552.3 219.4 -84.3% 250.5 70.1 -68.1% Aruba 815.2 575.1 118.0 70.0 -72.1% 686.8 162.5 50.8 -56.9% St. Lucia 760.3 229.7 101.6 25.0 -84.6% 337.9 24.3 -76.1% Puerto Rico 1,658.8 191.8 6.5 12.0 535.5 535.7 27.7% Antigua and Barbuda 794.6 1,831.0 205.9 - -100.0% 1,111.8 170.4 - -100.0% Jamaica 1,845.9 257.8 - -100.0% British Virgin Islands 200.6 Barbados 675.8 Dominica 134.5 Grenada 342.8 St. Vincent & the Grenadines 217.9 Bermuda 484.3 Cayman Islands 1,921.1 Turks & Caicos Islands 1,021.7 Martinique 392.6 Source: CTO data supplied by member countries. ANNUAL REPORT 2021-2022 | 142","STATISTICS JAMAICA CONT. Hotel Room Occupancy Visitor Arrivals Cont. The average available room capacity rose by 34.2% in 2021, moving up from 15,709 rooms in 2020 Stopover arrivals of 1,464,399 increased by to 21,086 rooms in 2021. Total room nights sold 66.3%. Foreign national arrivals increased 66.9% of 3,419,026 in 2021 was up 65.9% above the to 1,332,574. Arrivals of non-resident Jamaicans 2,061,221 room nights sold in 2020. Hotel room increased by 60.5% to 131,825. Cruise passenger occupancy increased by 8.6 percentage points to arrivals decreased by 84.2% to 70,733. 44.4%, compared to the 35.9% level in 2020. The number of stopovers that intended to stay in hotel Total stopover arrivals for the year 2021 reached accommodations increased from 560,314 in 2020 1,464,399, which was 583,995 more stopovers or to 1,002,344, an increase of 78.9% in 2021. 66.3% more than the 880,404 arrivals recorded in In the resort region of Montego Bay, the annual 2020. hotel room occupancy rate was 48.3%, compared to 38.7% recorded in 2020, an increase of 9.6 In the first quarter of 2021, Jamaica recorded a percentage points. The total number of room nights 71.9% decline in stopover arrivals over the 2020 sold rose by 82.2%, moving from 819,673 in 2020 figures. During the second quarter, stopover arrivals to 1,493,486 in 2021. The average room capacity grew by 5056.1%. This was as a result of the borders increased by 46.5% in 2021, moving from 5,782 being closed during the same period in 2020. In rooms in 2020 to 8,468 rooms in 2021. The number the third quarter this increase began to lessen to of stopovers that intended to stay in Montego Bay at 282.8% and in the last and final quarter of 2021, hotel accommodations increased from 248,474 in this increase lessened to 167.5%. 2020 to 476,819, an increase of 91.9% in 2021. The average hotel room occupancy rate for Ocho Rios Average Length of Stay was 42.2% which was 6.8 percentage points higher than the 35.4% recorded in 2020. The total number In 2021, the overall average intended length of of hotel room nights sold moved from to 527,530 stay for foreign nationals was 9.1 nights, which was in 2020 up to 820,971 in 2021, an increase of slightly down from the 9.4 nights in 2020. This 55.6%. The number of stopovers that intended to represents two more nights spent in Jamaica than stay in Ocho Rios at hotel accommodations recorded those visitors who stayed in 2020. However, it is two an increase of 67.9%, moving from 131,147 in nights less than during the early 1990\u2019s, when the 2020 up to 220,139 in 2021. intended length of stay was over 11 nights. Those The resort area of Negril recorded an average hotel foreigners who used hotel accommodation had an room occupancy rate of 45.9% in comparison to average length of stay of 6.2 nights and those who the rate of 40.3% in 2020. The number of hotel stayed in non-hotel accommodation stayed 17.4 room nights sold in this resort area rose by 46.7%, nights. recording 872,164 room nights sold compared to 594,402 sold in 2020. The average room capacity American visitors, on the average, stayed 7.8 nights rose by 29.0% in 2021, moving from 4,031 rooms while Canadians stayed an average of 15.9 nights. in 2020 to 5,202 rooms in 2021. The number of Visitors from the United Kingdom recorded an average stopovers that intended to stay in Negril at hotel length of stay of 18.6 nights and those visitors from accommodations increased from 150,513 in 2020 Continental Europe stayed 17.1 nights. Visitor from to 248,903, which was an increase of 65.4% in Latin America stayed an average of 13.7 nights and 2021. those from the Caribbean stayed 24.6 nights. All In the Mandeville\/Southcoast resort area, average these increases in the lengths of stays have been hotel room occupancy rate grew by 26.4 percentage influenced\tby\tthe\tCovid-19\tprotocols. points, moving from 23.0% in 2020 to 49.4% in 2021. The average room capacity increased by Purpose of Visit 32.2% in 2021, moving from 515 rooms in 2020 to 681 rooms in 2021. Room nights sold grew from Of the 1,464,399 stopover arrivals who visited the 43,380 in 2020 to 122,752 being sold in 2021. island during 2021, a total of 1,052,838 or 71.9% were visiting for the purpose of leisure, recreation, and holiday; 6.0% were visiting Friends and Relatives, 1.0% were on business, and the remaining 21.1% were on other or unstated purposes. 143 | JAMAICA TOURIST BOARD","The number of stopovers that intended to stay Total expenditure of Foreign nationals amounted to in the Mandeville\/Southcoast resort area at hotel US$2.014 billion. Cruise passenger expenditure accommodations, increased from 11,465 in 2020 to totaled US$0.007 billion while US$0.074 billion 35,288, which was an increase of 207.8% in 2021. was estimated as the contribution of Non-Resident Kingston & St. Andrew achieved a hotel room Jamaicans. occupancy level of 23.7%, compared to 16.6% Foreign Nationals spent on average, US$147.42 per recorded in 2020. The average room capacity person per night while cruise passengers spent an increased by 6.3% in 2021, moving from 1,134 rooms average of US$101.00 per person. in 2020 to 1,202 rooms in 2021. The number of room nights sold in Kingston & St. Andrew increased Direct Employment in the Accommodation by 51.3%, moving from 69,021 in 2020 to 104,446 Sector in 2021. The number of stopovers that intended to stay in the Kingston & St. Andrew resort area at hotel The number of persons employed directly in the accommodations, increased from 18,034 in 2020 to accommodation sub-sector was adversely affected 20,166, which was an increase of 11.8% in 2021. by the closure of properties due to the Covid-19 Hotel room occupancy for the resort area of Port pandemic. Between April and May, approximately Antonio, was 6.9%. The number of room nights sold 90% of accommodation staff were laid off. By the end in Port Antonio fell from 7,215 in 2020, to 5,202 in of 2021, 30% of tourism workers had been brought 2021, and the average room capacity moved from 181 back on a full-time basis, and another 10-20% on rooms in 2020 to 206 rooms in 2021. The number a part-time basis, moving from 51,226 in 2019 to of stopovers that intended to stay in the Port Antonio 38,647, a significant decrease of 24.6%. resort area at hotel accommodations, increased from The main resorts of Montego Bay, Ocho Rios and 528 in 2020 to 790, which was an increase of 49.6% Negril, accounted for 31,630 persons or 81.8% of in 2021. the total number of persons employed directly in the Overall, the all-inclusive hotel room occupancy rate accommodation sub-sector. Montego Bay with 13,611 increased to 49.3% which was 8.7 percentage points direct jobs represented 35.2% of those employed, higher than the level of 40.6%, as recorded in 2020. Ocho Rios with 9,995 accounted for 25.9%, and Non-all-inclusive room occupancy rate moved up Negril with 8,024 direct jobs, was responsible for from 18.6% in 2020 to 21.8% in 2021 which was 20.8%. Kingston, Port Antonio and the South coast an increase of 3.2 percentage points. accounted for the remaining 18.2% of employment in Hotel room occupancy rate varied with the size of the the accommodation sector. hotel. Hotels with less than 50 rooms, recorded a rate The average number of employees per room in 2021 of 19.8%. Hotels with 51 \u2013 100 rooms, achieved a was estimated at 1.23. rate of 24.9%. The number of stopovers that intended to stay in hotels with less than 100 rooms moved from New Developments 42,687 in 2020 to 56,459, an increase of 31.5% in 2021. Hotels in the size range of 101 \u2013 200 rooms Airlift recorded an occupancy rate of 31.2%, and hotels The\t resumption\t of\t flight\t operations\t continued\t into\t with over 200 rooms achieved a room occupancy 2021\tfrom\tthe\tmain\tgateways\tin\tthe\tUS:\tAtlanta\tGA\t rate of 50.6%. The number of stopover arrivals that (ATL); Charlotte NC (CLT); Dallas TX (DFW); Newark intended to stay in hotels with more than 100 rooms NJ (EWR); Ft. Lauderdale FL (FLL); New York NY was 945,274 which was 84.2% higher than the (JFK); and Miami FL (MIA), and Toronto Canada (YYZ) 513,048 stopovers in 2020. as well as gateways out of the UK. Accommodations Visitor Expenditure Many of the tourist accommodations closed their doors during April and May with a gradual re-opening Gross visitor expenditure in 2021, was estimated once the covid-19 protocols were adopted and put at approximately US$2.1 billion. This represents an into action. The first to open were those properties increase of 62.3% against the estimated US$1.3 that were situated along the resilient corridor. At the billion earned in 2020. end of 2021, total room stock was 29,493 rooms. ANNUAL REPORT 2021-2022 | 144","SECTION 7 147 158 Appendix I 160 Appendix II Jamaica Tourist Board Worldwide 145 | JAMAICA TOURIST BOARD"]