Janet Silvera, Senior Tourism Writer

Melville

WESTERN BUREAU:

Determined to change the perception of Jamaica as just a country of 'sun, sea and sand', new president of the Association of Jamaican Attractions Limited (AJAL), Marc Melville, says he wants the multi-billion dollar attraction sector to enhance the island's appeal.

Addressing members at AJAL's annual general meeting last Saturday at Bahia Principe in St Ann, Melville, co-managing director of Chukka Caribbean Adventures, who won the presidency over Dolphin Cove's Marilyn Burrowes, said that despite the Caribbean's diversity, all the islands are marketed under the same brand of "sun, sea and sand".

Burrowes had served as AJAL president for the last two years.

Noting that a change has started, in which islands are highlighting their individuality and uniqueness, Melville said Jamaica must now do the same, by "highlighting our natural diversity and showcasing our distinct advantage over the rest of the region".

Destination appeal

Arguing that attractions or a country's natural resources could be the driving force behind the marketing appeal for the destination, he stated that, in cases where attractions were not the primary driving force behind the booking of the vacation, the natural resources of the country were added to the marketing material to enhance the unique appeal of that destination.

"There is no ignoring that Jamaica is rich and unbelievably blessed with diverse natural resources, of which many of us have unique and amazing products that can build destination appeal," Melville said.

His comments were made ahead of the meeting's keynote speaker, Carolyn MacDonald-Riley, development economist in the Ministry of Tourism, who said the new breed of tourists wanted to immerse them-selves in the culture of their destination, explore non-traditional tourist areas, and have a variety of options available to them.

"To cater for this new breed of customer, we must think big. We must think global," she said.

"The attractions that we offer have to be world-class quality and best of breed," added MacDonald-Riley.

Top priority, then, is the development of world-class destinations; iconic brands that are the primary lure in persuading visitors into the culture-rich and diversified portfolio that is Jamaica's tourism, she stated.

Conduct assessment

In the meantime, Melville, whose team includes first vice-president, Johnny Gourzong of River Raft Limited and Margaritaville's Ian Dear, said his first order of business would be to conduct an economic impact assessment on the attraction sector's contribution to Jamaica's tourism industry.

"This would be our first move towards being a strong lobby group. The strength of lobbying is measured by the economic impact that the group has on the respective industries."

janet.silvera@gleanerjm.com