87 Dunn’s River Falls, a terraced waterfall near Ocho Rios, is popular with cruise visitors for everyone, from a beach and pool experience to activities designed for the more adventurous visitor.” Jamaica Vacations is collaborating with local stakeholders to ensure cruise tourism grows sustainably while delivering benefits for the local community. It works alongside other tourism agencies and international travel companies, including hospitality and tourism consulting firm Lemoneight, to enable cruise lines to plan safe and enjoyable excursions for guests in Jamaica. “Jamaica is part of a wider Caribbean cruise product, so collaboration is important,” says Roberts. “Our partnerships provide us with insight into what cruise passengers are experiencing in other destinations, what is working well and how traveller expectations are evolving. We can use that knowledge to continually improve Jamaica’s shore excursions and the overall visitor experience. “We have also been strengthening our engagement with international travel advisors through Regal Rewards, a Jamaica Vacations programme that recognises and rewards topproducing cruise travel advisors for the business they generate for Jamaica. This programme allows us to build relationships with the professionals who are directly influencing travel decisions and selling Jamaica to the world. Our ambition is clear: when travellers are considering a Caribbean cruise, we want Jamaica to be a must-do stop.” For Roberts, achieving that ambition depends not only on attracting more cruise visitors to Jamaica, but also on creating memorable experiences for visitors and meaningful opportunities for local communities. “The Jamaican experience should begin from the moment a cruise passenger steps off the ship,” she says. “At our ports, visitors may be welcomed by musicians, dancers, reggae music and members of our onshore teams. We want them to immediately feel the warmth and energy of Jamaica. Our work includes going into local communities, auditioning entertainment talent and helping our selected performers to hone their skills. “Cruise tourism also provides opportunities for craft vendors, food vendors and other small business owners whose livelihoods are connected to visitor activity. The vast majority of those individuals are residents in and around the ports of call. We want cruise tourism to grow not only through increased arrivals but also through greater opportunities for Jamaicans and by ensuring the communities surrounding our ports participate in and benefit from cruise tourism.” “ We want cruise tourism to grow not only through increased arrivals but also through greater opportunities for Jamaicans” Photo: Matthew Khoury Photography
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