Tourism Performance, Targets and Strategies.ppt

8/14/2019 Tourism Performance, Targets and Strategies.ppt

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JAMAICA TOURIST BOARD

CORPORATE PLAN

&

MARKET STRATEGY

2003/042004/05


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TOURISM PERFORMANCE

IN 2003

OVERVIEW


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PERFORMANCE 2003

Since September 11 of 2001, activities in the

tourism industry have been more related to

strategies for generating recovery in arrivals

and earnings

Following a path of steady recovery

throughout the year 2002, the process was

further retarded by the build up to USA/Iraqi-

led war, and the actual war itself that took

place earlier in 2003.


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PERFORMANCE 2003

The industry performed relatively well during

2003. The main contributing factors to this

performance are:Increased airlift from the main market areasThe sustained level of advertising and

promotional activities

The perception of the Caribbean as a safearea.


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PERFORMANCE 2003

Projected Stopover Arrivals:2003Projected Stopover Arrivals:2003

1,323 1,277 1,266

1,357

0

500

1,000

1,500

2,000

(Thousands)

2000 2001 2002 2003

P

R

O

J

E

C

T

I

ON

S

% Change +6.0% -3.5% -0.8% +7.1%


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PERFORMANCE 2003

Projected Cruise PassengerProjected Cruise PassengerArrivals:2003Arrivals:2003

908 840 865

1,104

0

500

1,000

(Thousands)

2000 2001 2002 2003

P

R

O

J

E

C

T

IO

N

S

% Change +18.7% -7.4% +3.0% +28.0%


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PERFORMANCE 2003

Projected Gross VisitorProjected Gross VisitorExpenditure:2003Expenditure:2003

1,333 1,2321,209

1,319

0

500

1,000

1,500

(US$Millions)

2000 2001 2002 2003

P

R

O

J

E

C

T

I

ON

S

% Change +4.2% -7.5% -1.9% +9.1%


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PERFORMANCE 2003

Contd

The average hotel room occupancy rate

should be about 60%

Total capacity in the accommodation stands

at 24,239 rooms, of which

16,723 are in hotels and

7,516 in villas, guesthouses and

apartments.


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MISSION STATEMENT

To develop and market the

tour ism indust ry so that

J M IC remains the prem ierCaribbean tour ism dest inat ion .


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VISION STATEMENT

To be the mos t eff ic ient and

respected pub l ic secto r agency,

dedicated to the market ing of the

dest ination and to enabl ing the tou r ism

industry to achieve sus tainable grow th

and development.


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CORPORATE OBJECTIVES

2003/04 TO 2005/06

Over the next th ree years, the JTB w il l

seek to ach ieve the fol low ing

object ives:

Inc rease stop over arr ivals by 7.0%per annum .

Inc rease cru ise passenger arr ivals by 10.3%per

annum.

Inc rease gros s fo reign exchange earnings by

8.0%per annum .


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PROJECTED VISITOR ARRIVALS & EXPENDITURE

FISCAL YEAR

US$million

Total Cruise Total Total

Stopovers Passengers Visitors Earnings

2002/03 1,288 982 2,270 1,232

2003/04 1,388 1,145 2,533 1,363

2004/05 1,479 1,328 2,807 1,504

2005/06 1,554 1,394 2,948 1,586

Fiscal Years: 2003/04 - 2005/06

(in Thousands)


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2003/04 TO 2005/06

Over the next th ree years , the JTB w il l

seek to ach ieve the fol low ing

object ives:

Inc rease stopover arr ivals by 7.0%per annum .

Inc rease cru ise passenger arr ivals by 10.3%per

annum.

Increase gross foreign exchange earnings by 8.0%per annum .

Achieve an overal l annual average ho tel room

occupanc y rate of 63 percent by 2005/06.


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2003/04 TO 2005/06

Work w ith other agencies in the publ ic and p r ivate

sectors to:

Reduce the level of vis i tor harassment.

Inc rease the level of vis i tor satisfact io n.

Increase the contr ibut io n of tour ism to the

nat ional economy.


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VISITOR ARRIVAL TARGETS

The targets for 2004 are as fo l low :

A. Fiscal Year 2004/05

Stopovers.1,479,364 (+ 6.6%)

Cruise Passengers.1,328,055 (+16.0%)

Gross Visitor ExpenditureUS$1,504M (+10.3%)

B. Calendar Year 2004

Stopovers.1,456,045 (+ 7.3%)

Cruise Passengers.1,296,998 (+17.5%)

Gross Visitor ExpenditureUS$1,465M (+11.0%)


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STOPOVER ARRIVALS TARGETS

%ChangeCALENDAR YEAR

2004/0320042003

4.8%446,63426,08Northeast

5.8%286,75270,973South

4.8%212,75202,965Mid_west

6.3%74,43970,010West

5.2%1,020,58970,03U.S.A.

12.2%107,16595,512Canada

Europe

13.8%234,99206,55Primary Mkts

21.3%11,6509,601Secondary Mkts

6.1%2,7842,623Tertiary Mkts

9.0%5,3304,890Other Europe

10.0%48,54144,128Caribbean

12.0%12,88311,503Latin America

-0.4%4,0594,075Japan

4.0%8,0607,750Other Countries7.3%1,456,0451,356,670Grand total

Primary Mkts - Includes UK, Germany, I taly, Holland & Spain

Secondary Mkts - Includes F rance, Austr ia, Belgium, Switzer land

Tertiary Mkts - Denmark, F inland, Norway, Sweden, Spain


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STOPOVER ARRIVALS TARGETS

%ChangeCALENDAR YEAR

2004/0320042003

4.8%446,63426,08Northeast

5.8%286,75270,973South

4.8%212,75202,965Mid_west

6.3%74,43970,010West

5.2%1,020,58970,03U.S.A.

12.2%107,16595,512Canada

Europe

13.8%234,99206,55Primary Mkts




10.0%48,54144,128Caribbean


-0.4%4,0594,075Japan

4.0%8,0607,750Other Countries7.3%1,456,0451,356,670Grand total


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STOPOVER ARRIVALS TARGETS%ChangeFISCAL YEARS

2004/05/ 2003/042004/052003/04

4.6%452,86433,091Northeast6.0%292,65276,17South

6.5%219,65206,30Mid_west

7.4%76,76471,449West

5.6%1,041,93987,01U.S.A.

11.0%109,8799,011CanadaEurope

9.1%230,93211,57Primary Mkts




7.0%48,66845,479Caribbean


-0.6%4,0604,084Japan

1.4%7,9657,858Other Count ries6.6%1,479,3641,388,264Grand total


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ASSUMPTIONS

The targeted g row th in vis i tor arr ivals is b ased on

certain assumptions:

Promotion al budget wi l l be adequate and avai lable on a

timely basis to keep Jamaica prom inent in the marketplace.

Room s scheduled to com e on s tream w il l largely generate

addit ional business .

The obstacles that tend to cons train grow th: cr ime, visi to r

harassment, and poor infrastruc ture, can be min imized or

el iminated.

An adequate number of airseats w i l l be avai lable from

each targetted region .


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STRATEGIC OBJECTIVES

Over the next th ree years, the JTB w il l employ a

range of strategies in i ts p rog ramme of operation.

The strategies may be categorized acco rdin g to

fun ct ional areas:

Marketing Strategies

Citizen Service Strategies

Human Resou rces Strategies

Financ ial Strategies

Sustainable Development Strategies

Information Techno logy Strategies


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Target those market segments th at hold good

potent ial for bus iness to Jamaica.

Promote Jamaica as a dist in ct iv e and preferred

destinat ion through pub l ic relat ions programmes

and through advert is ing in the electron ic and pr int

media.


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Establ ish and maintain c lose l inks w ith trade

partners, travel agents, tour o perators and air line

personnel.

Col laborate w ith the private secto r: ho tel iers,

attract ions and transportat ion operators etc., to

effect ively market Jamaica and to ensure that the

produc t is in tandem wi th recogn ized consumer

needs.


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Promote specia l events that can attract vis i tors

throughout th e year and enhance the image of the

destinat ion overseas.

Ach ieve greater integrat ion w ith JamVac and JRS

so that the combined effor ts o f these agencies wi l l

have ful l impact in the marketplace.


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Secu re adequate schedu led and chartered airseats

to J amaica from targeted air l ines and tour operators

in the internat ional markets.

Exploi t the advantages o f Internet techno logy to

market Jamaica.


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Citizen Service Strategies

Prom ote a g reater awareness , local ly, of the

impo r tance of tour ism in the Jamaican economy

through the local communication programmes.

Market Jamaica to Jamaicans.


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F inancial Strategies

Manage the finances and assets of the JTB so that

acco un tabi l i ty and transparency are observed, and

that maximum benef i t accrues to the coun try from

the budgetary al locat ion .

Achieve maximum impact for the promo t ional

do l lar spent in the marketplace.


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Sustainable Development Strategies

Play a key ro le in encou raging greater care of the

environment and th e maintenance of a desirable

ecolog ical balance in reso rt areas.

Work in conjun ct ion w i th other agencies to

develop and market cu ltural /her i tage tourism in a

manner compat ib le with the recogni t ion o f, and the

respect for our r ich national heri tage and h isto ry.


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I nformation Technology Strategies

Track industry performance and gather market

intell igence so that new and emerging co nsumer trends

are determ ined and strategies are mod if ied

accordingly.

Maintain a com prehensive tour ism database to aid

decis ion-making and pol icy form ulat ion at both

government and p rivate sector levels.

Enhance the organizations capabilities to exploit the

Internet and related techno log ies as a marketing

channel .


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I nformation Technology Strategies

Ac t as faci l itator fo r industry operators, especial ly

those of small enterpr ises, to understand and

effect ively market their produ cts th rough electronic

commerce.

Con t inue the development of a Management

Inform at ion System that w i l l enhance the effect iveness

of the organizat ion.

Bui ld a database of a sample of vis i tors w ith emai l

addresses.


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S.W.O.T(Streng ths , Weaknesses, Oppor tun it ies, Threats)

Analys is

The fundamental strategy is to

accen tuate the pos it ives, reduce the

negatives as far as poss ible, explo i t the

oppor tunit ies, and at the same time,

recogn ize the th reats.


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S.W.O.TSTRENGTHS

Diversi ty of n atural attract ions, topog raphy, f lora, fauna, and

accommodat ion.

Warm th/hosp ital i ty of people

Climate

Proxim ity to th e USA/Canada

Engl ish-speaking

Easi ly trained s taff

Cultu ral/his tor ic al heritage i.e. exot ic cu isin e, mus ic, art, etc.

Air l i f t , inclu ding the Nat ional Air l ine Air Jamaica

JTBs Website


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S.W.O.TWEAKNESSES

Image in the m arketplace Cunsafe dest inat ion, al l-

inclu sive/ cou ples dest inat ion .

Insu f f ic ient scheduled air serv ice from som e

markets e.g. Euro pe

Lack of man-made attract ion s/ development of

natural attract ions

Lack o f enough large faci l i t ies to adequately ho st

large meetings and convent ions over 300 people.


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S.W.O.T

OPPORTUNITIES

Growing n umber of two -incom e fam i l ies more

income

Earl ier retirement - mo re healthy/activ e retirees

travel l ing

Yuppie Market/m ore spend ing power

Reduced air travel t ime (more direct f l igh ts,

charters)

Improved standards of l iv ing in main markets


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S.W.O.T

OPPORTUNITIES

Grow ing special interest, cruise, conference and

incent iv e markets

VFR market

Domest ic tour ism

Cruise passengers as potent ia l stopovers.

Europe

New in frastructu re developm ent/pr ivat izat ion


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S.W.O.T

THREATS

High Crime Rate

Grow th of competi tion

Pollut ion of Envi ronment

Visi to r Harassment

Cuba


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THE MARKETS

The market ing and salesprogrammes and act iv i t ies are

developed and p lanned so as to

focus on:1. The Geographic region s:

The Americas USA, Canada, Latin America

and th e Caribbean

Europe pr imary & secondary markets


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THE MARKETS

a) Honeymoon

b)Nature Tou rism

c)Afr ican American

d)Groups/Convent ion

e) The Family Market

f) Sport s (golf , cr icket,

footbal l )

g )Overseas Jamaicans

2. Selected Market Segments:


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MAJOR PROGRAMMES/ACTIVI TIES

Complet ion o f the reorganizat ion o f the JTB

Review and appo intment of global

advert is ing agency

Implementat ion of market ing p rogrammes

Prior i ty areas:


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MARKETING

The marketing p rogammes and activi t ies are

informed by research and are designed to

suppo rt the strategies th at were ment ioned

earlier.

There are three main com ponents:

Sales

Adver t is ing

Publ ic Relat ions


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Sales Activities

The object ive is to generate and maintain

interest in Jamaica by the travel distr ibut io n

network , includ ing:

tou r operators,

retai l travel agents ,

air l ine representat ives and oth ers who sel l

Jamaica.


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Sales Activities

Activ i t ies, which have in the past del ivered

good return on inv estment, wi l l be pu rsued

and in creased. These inc lude:

B l i tzes

Sem inars

Fly-ins and fam il iar izat ion to urs

Trade and consumer shows


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Advertising

The advert is ing programme is

designed to create attent ion ,

interest , desire and act ion among

co re cons t i tuenc ies, resu l t ing in

inc reased v is i tor arr ivals to

Jamaica.


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Advertising An appro pr iate m ix of media channels wi l l be

used to communicate messages to the

various targeted audiences. These include

Electron ic media (netwo rk and cable TV,

radio, cinema screens) Print (magazines and newspapers)

The website

Televis ion advert is ing frequencies w il l bestrategical ly s tructu red so as to give the

imp ression that Jamaica enjoys an extended

presence on TV.


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Public Relations

The JTB has just appointed two publ ic

relat ions agencies:

Ruder and Finn for the Americas

Financial Dynamics Europe


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Public Relations

Prog ramme for the Americas

The Genius of Jamaica

The framewo rk f rom wh ich we w i ll

generate posi t ive media coverage through

un iquely Jamaican themes that have

subs tance, news and entertainment value


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his programme Identi f ies key niches

Includes each of Jamaicas six dist inct iveresort area products

Helps manage Jamaicas reputation,shaping and re-shaping opin ion s everyday

Sets Jamaica apartmore than abeacha country rich in art, music,l i terature, beauty, un forgettable cu isine,etc.


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his programme Imparts an asp irat ional aurathat says

come, let us inspire you

Enables us to showcase the very best

Jamaica has to offer

Gives consumers new reasonstocon sider/return to Jamaica

Speaks to resi l ient and inf luent ial aff luent

market


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hemes Jamaican Design

Jamaican Fine Arts

Jamaican Music

Jamaican Literature

Jamaicas Beauty

Jamaican Cuisine

Jamaican Perform ing

Arts

Jamaican Sports

Jamaican Hosp itali ty

Industry


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Prog ramme for Europe

Jamaica Look Again An Integrated Commun ications Strategy

Four main com ponents coord inated

through a Press Office

Consumer programme

Trade p rogramme

Aff in i ty p rogramme

Opinion Former Prog ramme


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Jamaica Look AgainProg ramme Object ives:

Raise visib i l i ty of JTB

Enhance consum er understanding

Drive hol iday book ings

Change percept ions among opin ion form ers

Boost innovat ion and yield from tour ism

Raise the pro f i le of Jamaica among trade

professional.


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A detai led programme structu re

by department w i ll be included

in the Corporate Plan 2004/05

Tourism Performance, Targets and Strategies.ppt

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