Dennie Quill, ContributorFOR A while I have been advocating a special tourism tax to undertake enhancement work in the various resort areas and it seems we are edging closer to that reality with the passing of the Tourism Enhancement Bill in the House of Representatives on Tuesday. US$10 in the case of airline passengers and US$2 for cruise ship visitors will cause no pain since it is little more than loose change. And since many of the tickets to Jamaica and accommodation are already heavily discounted, I don't expect that many people will quarrel about it.
Unlike Mr. Ed Bartlett, I doubt seriously that this tax will deter tourists from visiting Jamaica or that it will flatten the tourism business. Tourism is our number one industry but we cannot ignore the fact that as we continue to lure more millions of visitors there is an impact on the local infrastructure and the environment. There is obviously increased pressure on the roads, sewage system, waste disposal and other public works. Hoteliers would be loathe to foot any of this bill and with more and more Jamaicans chafing under the burden of oppressive taxes, an alternate source had to be found to fund additional public works. So I support the tourist tax wholeheartedly.
I can think of a dozen projects which the tourism iXndustry could undertake with these new funds. I sincerely hope that somewhere in that $1.6 billion Tourism Master Plan is a segment dedicated to Negril. In a previous column I stressed that Negril is a national treasure - one to be protected for generations to come. This pristine shoreline is fast losing its allure because it has literally become a dump. There is no organised system in place to dispose of debris and waste. It is rather arbitrary and the method of burying debris in mounds of sand cannot be the most effective way of discarding waste. There is also evidence that the shoreline is fast eroding so urgent work is needed to save it. More police personnel should be recruited to patrol the resorts so they can keep the barbarians at bay and where possible round up the miscreants who seek to rob and main. These policemen and women should be given a special allowance because they are doing a valuable job in the national interest.
MASSIVE TRAINING PROGRAMME
The Tourism Ministry should also consider implementing a massive training programme for workers on small properties, restaurants and attractions where the service can best be described as a hit or a miss. The workers are generally well-intentioned but they desperately need to be trained. For many visitors to the island, it is the people who make their stay memorable. It is therefore a worthwhile investment to help these workers upgrade their skills so they will offer excellent service and engage in best practices. All of this would help to keep Jamaica at the top of the table as a preferred destination.
Somewhere in the list of priorities should be the allocation of an appropriate sum for advertising and promotion. Year after year we hear industry figures lament about the meagre budget allocated for marketing the destination. It is clear that advertising works, and in an environment of ever-increasing competition, it is imperative that Jamaica's voice be heard above the din. One cannot forget the environment. A solid Tourism Master Plan cannot ignore the twin components of environmental management and environmental education to include the upkeep of public recreational assets and tropical landscaping. When more money is invested in tourism greater opportunities will accrue to the community and the country at large. Strict oversight of the revenues generated by this tax is critical. There ought to be clearly articulated rules governing its collection and allocation. Additionally, there should be a clear definition of the projects which will be supported by these funds in a manner which would enhance and promote Jamaica's tourism.
Boosting the economy is seen by many at this time as the most important issue facing the nation. If there is economic buoyancy everything else will fall in place. Prosperity will erase many of our social ills including the dreaded crime rate. We urge the Opposition and tourism interests to work together to continue to lure visitors to our shores so we may all reap the dividends in some fashion.
Dennie Quill is a veteran journalist.
