THE EDITOR, Sir:
I BELIEVE that the recent criticisms of the Jamaica Tourist Board, and Mrs. Pickersgill in particular, are very unfair and to my mind seek to divert attention from what is really wrong with tourism in Jamaica.
Jamaica's tourism product over the years has seen very little development by way of innovation and differentiation.
Jamaica is a 'product offered for sale,' when was the last time we reassessed our offering to determine if we are still adding value to our customers/visitors, when we ask them to "come back to Jamaica?"
I am amazed that we continue to do as well, given the fact that we are operating in an environment that is plagued by crime, negative economic development and general social discontent.
I can only attribute our continued participation in tourism, as a viable enterprise, to the efforts of the workers within the industry and indeed the Jamaica Tourist Board. The structure and make-up of the JTB and the resources needed to make it run effectively are determined by a 'Board of Directors,' many of whom are 'key players' in the industry.
Growth in tourism will come when our crime problem is brought under control, when our citizens are contented, when Jamaica becomes a more friendly society and when there is diversity and innovation in our tourism product.
To Mrs. Pickersgill and her hardworking team, I believe that you are doing the best you can given the circumstances and given the necessary support I am sure you will perform even better.
I am etc.,
PETER CALLEN
callen@jamweb.net
9 Waterloo Avenue
Waterloo Station
Kingston 10
Via Go-Jamaica
