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Project

Out and about in Montego Bay

Our aim, with funding from TUI Care Foundation, is to spread the economic benefits of tourism to more local businesses and communities in Montego Bay, by encouraging tourists to explore outside their hotels and increasing visitor spend in the local area.

Why? Tourism is a mainstay of the Jamaican economy so it is important that there are plenty of opportunities for local people to benefit from it.  If tourists don’t leave their hotels, it reduces the prospects for local businesses and community enterprises such as restaurants, bars, taxi drivers, excursion providers, local shops and tourist attractions to make money and create jobs.

Our approach:  Our challenge is to inspire tourists to get out and about, to discover the real Jamaica. To do this, we are providing better information for tourists and  training to help local attractions meet the expectations of international tour operators and their customers.  We are also building the capacity of organisations to support local enterprise.

Latest activities

  • We have created a ‘Warm Welcome’ campaign, to support frontline staff (e.g. hotel reception staff and taxi drivers) to encourage tourists to explore the local area. The campaign will create local resort ambassadors through training and other support on how to interact with tourists.
  • The ‘Warm Welcome’ campaign is featuring as part of the Global Sustainable Tourism Conference run by the UN’s World Tourism Organisation in Montego Bay.
  • We developed a visitor map and Insider Guide working with the Jamaican Tourism Product Development Company (TPDCo)  to highlight what’s on offer in Montego Bay. To date, over 11,000 Insider Guides and 5000 visitor maps have been distributed.  The map has recently been updated and 5,000 new copies will be available to tourists free of charge, thanks to TUI Care Foundation.
  • We have surveyed over 1000 visitors arriving at the airport and cruise terminal to understand how best to encourage them to spend money in the local area.

Impact

By spreading the economic benefits of tourism in Montego Bay, we aim to improve the ability of those running small and micro businesses to access the tourism market and make a better, more secure living. This can also lead to a better experience for visitors, improving customer satisfaction for hotels and tour operators and enhancing the attractiveness of the destination.

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