Travel Press reports that Jamaica Tourism Minister Edmund Bartlett and Jamaica Tourist Board Chairman John Lynch are in Toronto to launch their "5 by 5" plan for increasing visitation from Canada over the next 5 years.
Canada is Jamaica's second-largest tourism source market after the USA, and visitation from Canada has declined by 6% in 2016 YTD.
The Jamaica tourism officials and a delegation representing tour operators, hoteliers, airlines and travel agents are seeking answers as to how to reverse the decline in visits from Canada.
The nuts and bolts of the "5 by 5" plan, based on the results of market research as to what visitors to Jamaica want:F
- Five pillars of growth: new markets, investments, products, partnerships, renewal of human capital
- Five underpinning pillars: food, music, shopping, health and wellness, love
One important component of the plan will be more fam trips for agents hosted by the Jamaica Tourist Board.