Patricia Samuels, Head of Jamaica’s Tourism Office for Europe
Jamaica closes this year as the most award-wining Caribbean travel destination. Its state-of-the-art hotel infrastructure, backed up by excellent transportation and communication services, have positioned it as a top-class sun-and-beach destination, including cuisine and culture, specifically in terms of musical shows; a perfect place for travelers seeking a good rest and high-quality entertainment.
Jamaica was honored this year, during the World Travel Awards ceremony for the Caribbean and North America, as the Caribbean’s Best Destination and Best Cruises Destination. Moreover, it nabbed the awards to the Best Airport (Sangster International); Best Boutique Hotel (Golden Eye Hotel & Resort); Best Cruises Port (Ocho Rios); Best Meeting and Conference Center (Montego Bay Convention Centre); Best Travel Development Project (Puerto de Falmouth); Best Tourism Office, and Best Villa Resort (Round Hill Hotel & Villas).
In an exclusive interview with Caribbean News Digital, Patricia Samuels, head of the Tourism Office for Europe, based in Germany, lists the actions to be carried out by her country in a bid to attract more German tourists, who she says will have their aspirations fulfilled.
Could you tell us about Jamaica’s tourism development over the past five years, specifically in terms of the German market?
Jamaica has grown as a travel destination over the past years. During the last 5 to 10 years, it developed its tourism infrastructure, including the two larger airports of the islands, the road network, cruise ports, telecommunication facilities, hotels, attractions and hospitals. Of course, the German market also takes advantage of this evolution.
How many German tourists travel to Jamaica? For how long do average German tourists stay and how much do they spend during their stays?
Nearly 20,000 Germans travel every year to Jamaica. The average stay is 13 nights. All international tourists that visit Jamaica spend around 117 US$ per day.
What are the travel destinations Germans visit the most in Jamaica?
German tourists are very interested in exploring the island. Some of them usually buy tours. This trend started back in the 1970s with 2, 4 and 7-day tours. The most sought-after destinations are different waterfalls, the factory of Appleton rum, excursions around plantations or crocodile safaris along the Black River.
Do they buy excursions or tours when staying in hotels or resorts? If it is so, what are the most popular ones?
German tourists enjoy at least three excursions during their stay in Jamaica.
What are the main aspects to be promoted about Jamaica by tourism advertising campaigns?
Most of spa destinations offer sea, beach and sun. Beyond these elements, we want or visitors to admire Jamaica’s cultural heritage, its people, music, cuisine and sport spirit.
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We appreciate the devotion of Grupo Excelencias when it comes to promoting travel destinations in the Caribbean. After all, positive stories stay for longer in our memory.
