Jamaica’s Tourism push continues in Asia Market

With Chris Gayle’s cricketing days behind him, Mr Gayle has been touring the Asian continent extensively and has been using his legendary status to promote Jamaica as a one-of-a-kind destination with an allure that is “second to none”.

Tourism Minister, Honourable Edmund Bartlett has stated that the, “Jamaican Cricketer, Chris Gayle has made the Tourism Ministry’s job a lot easier in the Asian market. Mr. Gayle’s larger-than-life persona, combined with his international recognition, has put Jamaica in the spotlight as a must-visit destination. The allure of experiencing the vibrant culture, breathtaking landscapes, and reggae music that Mr. Gayle embodies is significantly contributing to the growth of Jamaica’s tourism sector, notably in India and by extension the Asian continent”.

“As a cricketing legend in that continent, Chris Gayle’s influence continues to transcend borders and captivate audiences worldwide. When we meet with our Indian counterparts, they speak of him as the international superstar that he is, and which resonates well with the Indian people. Yes, we are seeing a jump in our numbers since we officially made him a Tourism Ambassador”, Minister Bartlett says.

“The Indian market initiatives are now fully on stream. We met with our partners and have started to see the engagements. There is a huge market for weddings, there is a confluence of cricket, a rapidly growing middle and upper middle class, over time better flight connectivity, and a very active Indian community in Jamaica itself will drive growth from this increasingly lucrative market,” Minister Bartlett further notes. 

The legendary West Indies batsman, Chris Gayle said, “he feels honoured to be charged by the Ministry of Tourism to be an Ambassador for Jamaica in the Asian market, notably in India, adding that he is embracing the role, especially since it involves both sport and music”.

With the tourism industry bouncing back to the pre-pandemic levels, Minister of Tourism, Honourable Edmund Bartlett has stated that service excellence is the backbone of the country’s tourism industry. “It is not a mere buzz word,” he said, noting that 60 per cent of the value of the experience of a visitor is service. He noted that although Jamaica’s tourism product is recognised among the finest in the world, it is important that Jamaicans “consistently deliver excellent service and a quality product that sets us apart from the competition”.

Since Jamaica is seeing a rapid growth in their tourism industry. The Jamaican tourism industry is on track to realise its 5x5x5 growth strategy of five million visitors and earnings of US$5 billion by 2025. Noting the five networks for growth – gastronomy, entertainment and culture, shopping, education, and health and wellness – Mr. Bartlett shared that 42 per cent of visitors’ expenditure is on food. The Minister said the network is what creates experiences for the visitor to consume.


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