We are celebrating World Tourism Day in one of the most challenging periods in global economic history, where virtually every thought and action is defined by the global economic crisis. We all are confronted by its direct and indirect effects, and are challenged to devise new ways of addressing them.

These new ways include redefining the treatment of our tourism product, and recognizing not only its current value but its potential for human and economic development.

In the case of Jamaica, tourism has taken on even greater significance as a major contributor of vital foreign exchange to our economy. The Government, through the special stimulus package for the Tourism sector, has, up to the middle of this year, provided J$634 million in cash flow support, and the performance of the tourism industry, especially this year, is a portent of the good times that will return to the sector and to our country.

In a year when international tourist arrivals declined by 8 per cent in the first quarter, stopover arrivals to Jamaica increased by 4 per cent, up to September 15. What this means in practicality is that an additional 1, 359,000 tourists have come to our shores so far this year. This is no small achievement, and it is owed not only to the efforts of the Government through the Ministry of Tourism, but also the hard work still being done by our entrepreneurs in the attractions, accommodations and services sub-sectors of the industry.

I wish to commend them, the associations that represent them, such as the Jamaica Hotel and Tourist Association, and encourage them to keep on swimming against the current negative tide, confident of the greater good that they and their country will experience when positive energy returns to the international economy.

The theme for this year’s observation of World Tourism Day is Tourism: Celebrating Diversity. Jamaica is a shining example of differentiation in the leisure experience, from the very exciting to the absolutely relaxed. Our entrepreneurs are continuing to diversify their offerings, and the recent investments being made in marine ecology-based attractions are especially encouraging.

In 2008 — the last year that increases in global tourism activity were recorded — there were 922 million tourist arrivals, and direct income from tourists amounted to US$944 billion. Our message to the world is very simple: Jamaica is ready for you. We have prevailed in these challenging times, and we intend to do even more to stamp Brand Jamaica on your hearts, and make your next port of disembarkation Destination Jamaica.

Bruce Golding M.P.
Prime Minister of Jamaica