Spencer

Domestic tourism is a concept which eludes many, as being a tourist in one's own country appears to be almost oxymoronic. A vacation is felt to be an experience in a faraway land instead of familiar surroundings in close proximity to where one resides.

The reality, however, is that many places close to where we live are very unfamiliar to us and the novelty of such an experience may be just as exhilarating. This is particularly true for contexts such as Jamaica, where attractions are numerous. In fact, Jamaica has more internationally recognised attractions than the rest of the Caribbean combined. The launch of the Experience Jamaica campaign on September 6, 2009, by the Jamaica Tourist Board signals a serious intention to market the destination to its people. In Minister Ed Bartlett's words, "we want Jamaicans to really discover their country."

Indeed, destinations around the world have recognised the worth of the domestic tourist and have tried to find the right balance with the international tourist. The concept is certainly not new to Jamaica and many local hoteliers have, in fact, relied on the domestic market to drive occupancy in slower months. These efforts have, however, been piecemeal and, in some cases, so under the radar that they fail to connect with the very market being attracted. Experience Jamaica, however, is a more centralised approach to stimulating local tourist activities that extend far beyond hotel stay and capture a major component of tourism supply: the attraction.

The Statistical Institute of Jamaica in its Tourism Satellite Account Study, 2007, revealed that in that year resident Jamaicans spent J$27.5 billion on tourism related services, and of this amount they spent.

J$4.3 billion on overnight trips.

J$2 billion in hotels and other short-stay accommodations.

J$3.9 billion on same-day trips to local destinations.

promote 'staycations'

While the current economic situation is not similar to 2007, this points to a fairly substantial contribution from a market that has not been seriously targeted. It seems to make perfect sense to promote 'staycations' in trying times rather than overseas vacations, which typically cost more.

Jamaica has been involved with tourism long enough and an initiative of this nature seems late in coming. I suppose that this is one of those situations in which we may say 'better late than never'. We must be careful, however, that Jamaicans do not view the initiative as merely a quick fix to the woes associated with a world recession and the cost of overseas travel.

Rather, it must be made abundantly clear that this is the first step to a sustainable plan of which locals are a vital part. The discerning Jamaican is naturally sceptical and will detect the slightest sign of anything disingenuous, so transparency about the programme and its long-term goals for the inclusion of the domestic market is crucial going forward.

The merits of domestic tourism are numerous for multiple stakeholders if managed carefully and effectively. Locals will discover more of the 100-plus attractions in Jamaica at lower costs than going overseas, hotel occupancy will improve at a time where hotels are closing down, and national income will be boosted through a combination of increased domestic tourist spending and a decrease in foreign exchange loss through people holidaying in another country.

Let us not stretch the sales pitch to suggest that the worldwide economic downturn would have a minimal impact on the economy, however. Revenue generation from tourism, especially for larger all-inclusive properties which have resources and sophisticated relationships with overseas travel intermediaries, will always come predominantly from the international traveller. The domestic market would never suffice for the profits to which such companies are accustomed and may therefore not feature significantly in their marketing strategy.

There is an excellent opportunity, on the other hand, for our very vulnerable small hotels to increase occupancy and generate revenues. If the focus is on the exploration of heritage and attractions then what our domestic tourists may need are small, price-sensitive European plan (room only) accommodations for overnight stay.

Additionally, the multiplier effect of the tourist dollar may be enhanced and many tourism-related businesses which do not typically benefit from all-inclusive tourist spending may start to experience greater economic benefits. It is here that domestic tourism will stimulate economic activity and not necessarily in larger multi-national properties which have simply supplied too many rooms.

In officially opening the Experience Jamaica campaign, the tourism minister pointed out that the sector's activities will "encourage a culture of hospitality among people" and project a hospitable destination. I am afraid that with the greatest intentions, such an objective cannot be met without broader considerations. Given the current economic and social environment in which we live, Jamaicans are as hospitable as they will be unless the standard of living improve. In addition, the perception of substandard service given to domestic tourists must be addressed in individual tourism entities.

While I admit that there has been some progress here, we still have a long way to go before Jamaicans serving Jamaicans is on par with the quality of interactions between locals and international tourists.

domestic tourist

We must therefore institutionalise the importance of the domestic tourist holistically. Government institutions must continue to work assiduously at macroeconomic stability and improved Human Development Indices, tourism suppliers must enhance and promote tourism products that have authentic appeal to locals, service workers must provide uniform high-quality service, and Jamaican nationals must realise that everyone is a potential tourist in one of the premier destinations of the world.

If the desired contribution to income, employment, occupancy levels and the patronage of attractions is realised, then we just might be able to report the success of the 'staycation'.

Bartlett

Andrew Spencer is lecturer in tourism management in the Department of Management Studies, UWI, Mona. Feedback may be sent to andrew.spencer@gmail.com or columns@gleanerjm.com