Jamaica has long been a popular destination for cruise passengers visiting the Caribbean. But instead of being satisfied with the status quo, more is being done to maximise the potential of the cruise industry on the island.
Cruise Jamaica is a new initiative established by the Port Authority of Jamaica to help unify efforts across the country to bring more cruise business. Working with organisations such as the Jamaica Tourist Board, Cruise Jamaica will help bring a new focus on the cruise consumer and travel agencies.
“Cruise Jamaica is going to dedicate resources – both financially and in terms of personnel – to reach out to cruise travel agents,” explains William Tatham, vice president of cruise shipping and marina operations at the Port Authority of Jamaica. “One of the things that has become clear is that consumer and travel agencies may not be outright saying ‘hey, I want a cruise that goes to Jamaica.’ But there’s undoubtedly an opportunity to change that thinking, and it’s something we’re looking to take advantage of.”
As a cruise destination, Tatham says that Jamaica has more to offer than many islands in the Caribbean. He believes that educating travel agents and preaching to the cruise consumer can help significantly build cruise business on the island.
But to ensure Jamaica’s offering remains among the best, it’s vital that the various port facilities are welcoming, interesting and reflect the island’s rich culture.
A prime example is Montego Bay, which has recently enjoyed its busiest homeporting season to date, during which its two terminals were used to the fullest extent.
“We were homeporting for seven vessels at Montego Bay, which was a great success, and next season we’re looking at eight homeporting vessels,” Tatham says. “We’re growing that business, and I think our location and the service we provide is helping to encourage lines to look at Jamaica as a starting point.”
The port at Montego Bay is also receiving a boost from a renovation project, the second phase of which has just commenced.
“We’re adding some more areas within the main terminal, and building a mezzanine with a coffee shop,” Tatham says. “We have also revamped our ground transportation area, making it much more efficient.”
In Ocho Rios, the first phase of the Fisherman’s Village redevelopment has reached completion.
“We bought the old Fisherman’s Village, partnered with the fishermen that are there, and have built a whole new retail and food and beverage offering,” Tatham says. “Now we’re building a very large seafood restaurant. The idea is that it will be the best place in Jamaica to get seafood, because the fishermen will be bringing in fresh cuisine every day. And fishermen and their families will be the tenants running things.”
That’s not all at Ocho Rios, as the port’s Reynolds Pier is being upgraded to accommodate larger vessels.
“We won’t be able to accommodate the Oasis Class, but pretty much everything below that will be able to port at Ocho Rios moving forward,” explains Tatham. “We’re upgrading some of the pile structure there, and we’re building a promenade from the port facility into the town. We’re also moving some buildings to build an expanded ground transportation area.”
At Falmouth, a new offering is being created on what was previously the wharf buildings of the Hampden Estate.
“We’re going to be converting that area into a new offering that will be part of the main port,” Tatham says. “Guests will have access in and out, and it will also be open to the wider public. There will be an artisan village there, as well as entertainment, retail and a museum component.”
In the town of Falmouth itself, the port authority has recently adopted Water Square in the town centre.
“We’ve refurbished that area, and put in new trees and landscaping,” says Tatham. “We’re putting in story boards around the town to provide visitors with information, and placement maps so guests can find their way around the town more easily. That will all be ready for the season.”
With so much investment and a new unified focus on cruising in Jamaica, it’s no surprise passenger numbers are rising. The projection for 2017 is that 1.75 million cruise passengers will set foot on Jamaica, making it a fourth consecutive record year.
And in a pleasing turn of events, the Port Authority of Jamaica is seeing the cruise industry being backed up by healthy movement in the private sector.
“The private sector is doing more and more to invest in the island,” Tatham says. “For example, at Good Hope, the Chukka Group have added a spectacular new area which has swimming, a mountainside waterfall, a water slide and a splash area for kids. They’ve also put in ziplines across the Duns River Falls.”
Tatham adds that the attractions aren’t sitting on their laurels. He says they are investing in upgrades and additions because they recognise that cruise passengers have a huge repeat custom potential.
“They want guests to have another reason to come off and visit each of these locations,” Tatham concludes. “That really is the strength of Jamaica’s offering – the variety and diversity of its attractions and excursions. It’s pleasing to see this being backed up by more and more parties and organisations, and long may it continue.”