As the world is being battered by the current economic recession, governments are seeking new and innovative ways to earn well-needed funds and to also provide jobs.
What then could help to boost Jamaica's economy? I say we go after two major sporting events over the next three to five years. These major events could attract
Foreign-exchange income for the country
International media attention
Temporary jobs for residents
Opportunities for other residents to volunteer.
Over the next five years, World Track and Field championship is in Berlin (August 2009), World Cup Football, South Africa (July 2010) and Summer Olympic Games, London, (2012) are just some of the major events to take place; but there will be need for preparation tournaments and championships prior to these events.
I see where the Jamaica Amateur Athletic Association (JAAA) is about to host a USA and Jamaica bonanza; that would grab some attention, generating some well-needed funds. Also with Jamaica out of World Cup football, could we create a football festival where top teams (countries or clubs) can participate?
Also, could the cricket body look at its schedule over the next three years and see where a three/four nation five-day tournament could fit in.
Several news stories recently have shown where countries and states are moving towards sport tourism as an option, with the latest being Hawaii and also Thailand. One of the common reasons was "people need to feel good".
Last month, the Hawaii Tourism Authority voted to allow the NFL's Pro Bowl game to return to Hawaii in 2011 and 2012. The game has been held the week after the Super Bowl at Aloha Stadium in Honolulu since 1980, and has sold out every time.
JTB should see sport as a priority
Can the Jamaica Tourist Board work closer with the sporting federations to create our own sporting festival and throw their weight behind this venture? In light of the recent budget allocations to the industry, I am sure there are creative ways we can spread the money around effectively.
Malta recently signed a memorandum of understanding with Sheffield United and is using that collaboration to promote Malta as a sporting destination. Malta's training facilities, restaurants and other entertainment sites benefit over a two week period along with the media exposure. Malta's athletes also benefit from the technical courses run during this period; while volunteers are used to offer support services.
There are five or more internationally accepted sporting facilities across the island and so Jamaica should look to form relationships which will see countries, clubs and university/college teams come for a week or two to use the facilities, discover Jamaica and compete against our teams.
Let us look at a national football league, major league baseball, UK football club and any university in the US or Canada for starter and host one every half a year. That could generate the interest!
Note: The Jamaican people were the MVP for CHAMPS, April 1 to 4. Well done!
Wednesday, April 15, 2009
Thursday, April 2, 2009
Sport tourism and research
Sport-based travel has been a phenomenon for many decades but it has not been on the cards of researchers until recently. It is now a great time to build on the literature available to ensure that economies benefit from the opportunities which are available.
There are a number of things to consider in doing research as we identify the trends in the sport tourism market. First, is the research has to identify sport as an attraction and then develop a series of questions which can be used to highlight the relationship between the sport and tourism and how they can be explored.
Here are some generic questions:
What time of year do these tourists travel?
What are the foods they are likely to consume?
What are the attractions they are likely to visit?
What is the length of stay?
What are the modes of transportation?
Jamaica's situation is peculiar but interesting. Why? The physical layout of the facilities, attractions, beaches, accommodation is perfect, but there is need to package this information attractively enough to woo these new categories of travellers.
The University of the West Indies (UWI) can now take this as a project for the next three to seven years and ensure that a reasonable percentage of the US$4.5-trillion sport tourism industry comes to the Caribbean and more specifically, Jamaica.
UWI's creation in the Caribbean was formed on one basis - that unity and integration are possible. So while some of the more academically-charged efforts are being pursued. The sport tourism phenomenon has to be given time and space. In addition, the curriculum must be adjusted to include courses which will complement the research to be undertaken.
Dr Carolyn Hayle has been instrumental in some initial discussions, and her role on the board of directors for the Jamaica Tourist Board is one where she can make the difference we so desperately need. The collaboration necessary must see UWI teaming with colleges and universities abroad which can offer support. There is credibility in partnership. Research has to drive our new(er) way of thinking and sport tourism is a critical component of the bigger tourism sector, aimed at making major contributions to the economies of developing countries.
Making Jamaica the Next Best Travel Destination
So since there is a recession and we are looking for great ideas, let's refocus some of our energies in who we reach out to. Take China, for example, Jamaica has been an approved destination since 2005. How are we going to get them to come to Jamaica in the numbers which can fill up the coffers? What about the Germans? They have a settlement on the south coast, rebrand it and package it in a way to make it attractive. Let's be our brother's keeper and clean up the crime situation. When all is said and done, no one will come if there is a perception of a crime-ridden society.
Note: Witness the greatest high school show on earth, Kingston, Jamaica, April 1 to 4 ... Boys' and Girls' Championships. It's going to be a cracker!
There are a number of things to consider in doing research as we identify the trends in the sport tourism market. First, is the research has to identify sport as an attraction and then develop a series of questions which can be used to highlight the relationship between the sport and tourism and how they can be explored.
Here are some generic questions:
What time of year do these tourists travel?
What are the foods they are likely to consume?
What are the attractions they are likely to visit?
What is the length of stay?
What are the modes of transportation?
Jamaica's situation is peculiar but interesting. Why? The physical layout of the facilities, attractions, beaches, accommodation is perfect, but there is need to package this information attractively enough to woo these new categories of travellers.
The University of the West Indies (UWI) can now take this as a project for the next three to seven years and ensure that a reasonable percentage of the US$4.5-trillion sport tourism industry comes to the Caribbean and more specifically, Jamaica.
UWI's creation in the Caribbean was formed on one basis - that unity and integration are possible. So while some of the more academically-charged efforts are being pursued. The sport tourism phenomenon has to be given time and space. In addition, the curriculum must be adjusted to include courses which will complement the research to be undertaken.
Dr Carolyn Hayle has been instrumental in some initial discussions, and her role on the board of directors for the Jamaica Tourist Board is one where she can make the difference we so desperately need. The collaboration necessary must see UWI teaming with colleges and universities abroad which can offer support. There is credibility in partnership. Research has to drive our new(er) way of thinking and sport tourism is a critical component of the bigger tourism sector, aimed at making major contributions to the economies of developing countries.
Making Jamaica the Next Best Travel Destination
So since there is a recession and we are looking for great ideas, let's refocus some of our energies in who we reach out to. Take China, for example, Jamaica has been an approved destination since 2005. How are we going to get them to come to Jamaica in the numbers which can fill up the coffers? What about the Germans? They have a settlement on the south coast, rebrand it and package it in a way to make it attractive. Let's be our brother's keeper and clean up the crime situation. When all is said and done, no one will come if there is a perception of a crime-ridden society.
Note: Witness the greatest high school show on earth, Kingston, Jamaica, April 1 to 4 ... Boys' and Girls' Championships. It's going to be a cracker!
Friday, March 20, 2009
Sport to put Jamaican tourism in sprint mode
The stage was set at the recently concluded 33rd running of the Gibson Relays in Kingston. 14 records were broken and Jamaica has once again sent a message that there are more world beaters to come from this little rock.
The discussion is continuing about the country’s ability to churn out athletes year after year who continue to stun the world with credible and excellent performances and this year 2009 will be no different. The good thing about this is the pool is widening so there are a lot more athletes to choose from. Come June 2009 when the National Championships is over to choose the athletes to compete in the World Athletic Championships in Berlin, Jamaica should have a strong delegation.
The Diaspora should see themselves as part of this preparation by coming to Jamaica to witness the spectacular performances at a number of events this year:
1. Boys and Girls Championships – April 1 – 4
2. Jamaica Invitational – May 2
3. World Championship Volleyball Qualifier – May
4. National Track and Field Championships – June
There are a number of good options for sport; but we can collaborate with the theatre and music communities to see what plays and music shows will be on at that time and prepare a package for locals and visitors alike.
Studies have shown that people who generally love sports are the same ones who are likely to enjoy a good entertainment package, so I am urging organizers of these events to look to engaging visitors to come to REDISCOVER Jamaica around some of these dates. Reasonable air fares are now being advertised during these periods, so what more can we ask for.
I know there may be a bias towards the track and field events, but there are a number of activities we can think about which can be exciting enough to draw attention and certainly the visitors. Out west the Reggae Sumfest is on the calendar for July. So the attractions should benefit from these events. All I ask is that the proper packaging be done, so no area of the tourism gets left out.
The physical layout of the attractions, events and the warmth and hospitality of the Jamaican people are the most valuable assets; so I am urging us to take the advantage. Remember, in times of crisis, there is always a place for creativity and innovation (new ideas) which can emerge as a sustainable programme in years to come.
West Indies vs. England
I know the English men came to the Caribbean expecting little or no resistance from the West Indies; but what a wake up call they got. Cricket has once again proven to be a good sport tourism product and the Caribbean was the better off for it. So now that the tests are over, it is now on to the One Day Internationals and 20-20 matches.
Unofficial figures are showing that with each test the visitor number climbed, with Jamaica at the bottom of the table. If we do not fix the crime situation we are still going to be lagging behind our neighbours. We obviously have the best facilities and package to offer. Fix it!
The discussion is continuing about the country’s ability to churn out athletes year after year who continue to stun the world with credible and excellent performances and this year 2009 will be no different. The good thing about this is the pool is widening so there are a lot more athletes to choose from. Come June 2009 when the National Championships is over to choose the athletes to compete in the World Athletic Championships in Berlin, Jamaica should have a strong delegation.
The Diaspora should see themselves as part of this preparation by coming to Jamaica to witness the spectacular performances at a number of events this year:
1. Boys and Girls Championships – April 1 – 4
2. Jamaica Invitational – May 2
3. World Championship Volleyball Qualifier – May
4. National Track and Field Championships – June
There are a number of good options for sport; but we can collaborate with the theatre and music communities to see what plays and music shows will be on at that time and prepare a package for locals and visitors alike.
Studies have shown that people who generally love sports are the same ones who are likely to enjoy a good entertainment package, so I am urging organizers of these events to look to engaging visitors to come to REDISCOVER Jamaica around some of these dates. Reasonable air fares are now being advertised during these periods, so what more can we ask for.
I know there may be a bias towards the track and field events, but there are a number of activities we can think about which can be exciting enough to draw attention and certainly the visitors. Out west the Reggae Sumfest is on the calendar for July. So the attractions should benefit from these events. All I ask is that the proper packaging be done, so no area of the tourism gets left out.
The physical layout of the attractions, events and the warmth and hospitality of the Jamaican people are the most valuable assets; so I am urging us to take the advantage. Remember, in times of crisis, there is always a place for creativity and innovation (new ideas) which can emerge as a sustainable programme in years to come.
West Indies vs. England
I know the English men came to the Caribbean expecting little or no resistance from the West Indies; but what a wake up call they got. Cricket has once again proven to be a good sport tourism product and the Caribbean was the better off for it. So now that the tests are over, it is now on to the One Day Internationals and 20-20 matches.
Unofficial figures are showing that with each test the visitor number climbed, with Jamaica at the bottom of the table. If we do not fix the crime situation we are still going to be lagging behind our neighbours. We obviously have the best facilities and package to offer. Fix it!
Wednesday, March 4, 2009
Sport Tourism and Spring Break
Sports tourism and spring break
By now most destinations would have had their spring break plans in place and are hoping for higher numbers in visitor arrivals for this part of the winter tourist season.
Once Ash Wednesday passes, we know spring break is near. Entertainment is vital to this period, but I daresay we should, and must, include sport this time around to attract a different crowd to add to the already stressed college students who just want to have a great time on a tropical isle.
traditional sporting competitions
The real deal is the traditional sporting competitions may not work for spring breakers, but I am sure they will climb a rock for a margarita, or they would row a canoe across the ocean for a weekend for two, maybe even swim a channel or ride a five-mile distance. One thing is sure: They would apply physical skills while having fun and capturing a major prize, which has to be exciting.
What I also know is that these activities are done at individual properties, but I am advocating for these skill competitions to be done under the Jamaica Tourist Board banner and marketed as destination activity.
This would help to alleviate the stigma attached to spring break, which now seems to be boobs and booze. In addition to attracting just the MTV, BET-type stations, ESPN could be an outlet for the more sport oriented type of activity.
How about looking at a Brand Jamaica Strongest Man competition 'live' from Montego Bay, Jamaica? Now wouldn't that be something?
Another great idea would be to invite a professional team from the US or UK here for training for spring break. Major League baseball starts in the US on April 6 this year, so for next year, let's look at one of those teams which are located in one of the colder cities and have them here for a spring break practice session for a few days.
Let's take the Chicago White Sox, for example, a divisional champion of 2008. There are direct flights from Chicago; it gets very cold there and it is Obama's city. Just imagine the media attention the trip would make.
special invitations
We could work on the invitation immediately. Jamaica also has great ties with that city, so it may not be too difficult to get that arrangement going.
Some major cities across the US have not marketed their destination as a spring break attraction. Broward County in Florida, for example has suggested that "dropping spring break since 1986 has seen an increase from half a million to 10.8 million in 2008, over 20 years."
Jamaica, therefore, has to drive the demand for its new clientele by creating the products which are in demand.
Note: A campaign to plan for 2010 'Discover Jamaica for Spring Break 2010': Use our schools as an exercise in knowing our own country and then invite the world to do same.
Thursday, February 19, 2009
Develop local market through sports
The local sporting industry can grow and develop into a bigger business if there are enough events on the calendar. This is possible once the patrons are willing to purchase tickets, products and services associated with the particular event.
Jamaica has a significant number of sporting events from as early as the first week in January right through to the end of the year to satisfy the demands of a wide variety of sporting patrons. Organisers and promoters of these events must however ensure that patrons have a safe and secure environment to enjoy their respective events.
The venues for these events must therefore be in ‘safe’ locations. Facilities should have secure gate/doors to encourage patrons to pay; therefore tickets should be available. If patrons see a value to the event, they will pay, eventually. The venues should also have sufficient parking facilities, clean toilet facilities and other relevant amenities.
Opportunities for small businesses
Vendors in various communities across the island also have an opportunity to earn from plying their ware. Apart from the regular food products which are popular and needed, patrons should have an opportunity to find a nice piece of Jamaican art or craft or even a fine piece of fabric. T-shirts are also a good idea.
While I am on the subject of food products, can we encourage the patrons to dump the plastic containers in the same place? I know there is a plan afoot to have the JAAA sign a deal with a local recycling company to claim the plastics we so often discard incorrectly. I wish we could have the blue drums all around the island soon.
Community empowerment has to be a focus as we try to create viable opportunities for micro and small businesses to grow. What better way we can do it than through sports? This can have a positive spill over to each community where jobs and even a chance for upgrade of service offerings take place.
For example, in the upcoming weeks, as the track meets, football games and some community cricket matches, move around the island and obviously draw huge crowds, let’s support the communities.
I wonder how Kingston did in the recent first test of the West Indies versus England match. We hope to hear the results soon. These are important in planning for future events.
Formula
Communities must be prepared to offer top class service to people. The agencies with responsibility for community development should enhance the current model to empower the people to offer the service demanded and required.
What could happen from this is community can then use their own resources to organise these events, build on their own skills and develop on the capacity to do bigger and better things. What a recognition the community would then receive?
Note: Gibson Relays should provide a great preview for what is to come for the rest of the year for track and field, Saturday, February 28.
Jamaica has a significant number of sporting events from as early as the first week in January right through to the end of the year to satisfy the demands of a wide variety of sporting patrons. Organisers and promoters of these events must however ensure that patrons have a safe and secure environment to enjoy their respective events.
The venues for these events must therefore be in ‘safe’ locations. Facilities should have secure gate/doors to encourage patrons to pay; therefore tickets should be available. If patrons see a value to the event, they will pay, eventually. The venues should also have sufficient parking facilities, clean toilet facilities and other relevant amenities.
Opportunities for small businesses
Vendors in various communities across the island also have an opportunity to earn from plying their ware. Apart from the regular food products which are popular and needed, patrons should have an opportunity to find a nice piece of Jamaican art or craft or even a fine piece of fabric. T-shirts are also a good idea.
While I am on the subject of food products, can we encourage the patrons to dump the plastic containers in the same place? I know there is a plan afoot to have the JAAA sign a deal with a local recycling company to claim the plastics we so often discard incorrectly. I wish we could have the blue drums all around the island soon.
Community empowerment has to be a focus as we try to create viable opportunities for micro and small businesses to grow. What better way we can do it than through sports? This can have a positive spill over to each community where jobs and even a chance for upgrade of service offerings take place.
For example, in the upcoming weeks, as the track meets, football games and some community cricket matches, move around the island and obviously draw huge crowds, let’s support the communities.
I wonder how Kingston did in the recent first test of the West Indies versus England match. We hope to hear the results soon. These are important in planning for future events.
Formula
Communities must be prepared to offer top class service to people. The agencies with responsibility for community development should enhance the current model to empower the people to offer the service demanded and required.
What could happen from this is community can then use their own resources to organise these events, build on their own skills and develop on the capacity to do bigger and better things. What a recognition the community would then receive?
Note: Gibson Relays should provide a great preview for what is to come for the rest of the year for track and field, Saturday, February 28.
Saturday, January 31, 2009
Gateway to wider initiatives
Sport tourists are passionate! Sport tourists are high spending! Sport tourists are always open to new experiences! What can Jamaica do to attract more of these types of visitors? In this challenging economic climate, a destination must have diverse offerings to attract and keep tourists coming back over and over again.
The US$4.5 trillion industry is expected to see at least 10 per cent growth by 2011, according to Sport Business International. Cities around the world are becoming increasingly dependent of the visiting tri-athlete, golfer, cricketer, track athlete and footballer and Jamaica can benefit from these sports.
The average golfer is passionate, high spending and will more than likely try a new experience, so attractions become very important. So the Mystic Mountains, Chukka Blue and White River (tubing) are key attractions to maintain.
Passion
Take a look at the typical football fan, which travels to support his/her team of choice. Fully prepared with clothing to wear to the games, but will also spend to buy any kind of souvenir items available. There are also some items which a fan is not able to travel with and so those items, if available, are purchased at the venue for the games. These are flags or anything with sticks. Locals have a real opportunity to earn. The passionate sport tourist may also like great music/entertainment, so plays, musical shows and night clubs are a great addition to a package.
High Spending
Golfers are deemed to be some of the highest spending tourists in the world, and so the tastes are generally in the higher end. So great entertainment – Jazz shows, expensive wines, great cuisine. They will spend. Development of packages to suit the tastes must be done. The element of research should not be avoided and companies should invest.
The Business of Sport Tourism Report by Ross Biddiscombe is available for €690/476 pounds/US$815. This publication gives an extensive range of intelligence report in the sport tourism industry. It also identifies events and destinations which are key contributors to the growth and development of this sector.
The events which were used as case studies include, Athens Olympic Games 2004, Volvo Ocean Race, World Cup Cricket 2003 (South Africa); and the New York Marathon, to name a few; while some of the more popular destinations for sport tourism include Australia, Canada, Northern Ireland and South Africa.
In doing the research for this column, it was interesting to note than the major buyers for this report are private sector organisations. Financial institutions were also heavy on the list. So while we expect Government to develop policy, private sector activity must drive the economy.
I therefore call for an Advisory Team to work with the Ministry of Tourism, specifically on Sport Tourism. The team should consist of a planner, researcher, marketer, communicator, manager and maybe two other persons who are sport-business minded. Not more than seven is needed. A ten year plan can be drafted and must be done in conjunction with the ministries and agencies which design and implement activities worthy on capitalizing on the trillion dollar sport tourism industry.
Note: I know the Rose Hall team is already on the phone for the 2009 version of the Rose Hall WATA triathlon. What an event that should turn out to be? Triathletes, on average take up to five members of their families…so do the math!
The US$4.5 trillion industry is expected to see at least 10 per cent growth by 2011, according to Sport Business International. Cities around the world are becoming increasingly dependent of the visiting tri-athlete, golfer, cricketer, track athlete and footballer and Jamaica can benefit from these sports.
The average golfer is passionate, high spending and will more than likely try a new experience, so attractions become very important. So the Mystic Mountains, Chukka Blue and White River (tubing) are key attractions to maintain.
Passion
Take a look at the typical football fan, which travels to support his/her team of choice. Fully prepared with clothing to wear to the games, but will also spend to buy any kind of souvenir items available. There are also some items which a fan is not able to travel with and so those items, if available, are purchased at the venue for the games. These are flags or anything with sticks. Locals have a real opportunity to earn. The passionate sport tourist may also like great music/entertainment, so plays, musical shows and night clubs are a great addition to a package.
High Spending
Golfers are deemed to be some of the highest spending tourists in the world, and so the tastes are generally in the higher end. So great entertainment – Jazz shows, expensive wines, great cuisine. They will spend. Development of packages to suit the tastes must be done. The element of research should not be avoided and companies should invest.
The Business of Sport Tourism Report by Ross Biddiscombe is available for €690/476 pounds/US$815. This publication gives an extensive range of intelligence report in the sport tourism industry. It also identifies events and destinations which are key contributors to the growth and development of this sector.
The events which were used as case studies include, Athens Olympic Games 2004, Volvo Ocean Race, World Cup Cricket 2003 (South Africa); and the New York Marathon, to name a few; while some of the more popular destinations for sport tourism include Australia, Canada, Northern Ireland and South Africa.
In doing the research for this column, it was interesting to note than the major buyers for this report are private sector organisations. Financial institutions were also heavy on the list. So while we expect Government to develop policy, private sector activity must drive the economy.
I therefore call for an Advisory Team to work with the Ministry of Tourism, specifically on Sport Tourism. The team should consist of a planner, researcher, marketer, communicator, manager and maybe two other persons who are sport-business minded. Not more than seven is needed. A ten year plan can be drafted and must be done in conjunction with the ministries and agencies which design and implement activities worthy on capitalizing on the trillion dollar sport tourism industry.
Note: I know the Rose Hall team is already on the phone for the 2009 version of the Rose Hall WATA triathlon. What an event that should turn out to be? Triathletes, on average take up to five members of their families…so do the math!
Sunday, January 11, 2009
Sport Tourism Outlook 2009
While the pundits are painting a dim outlook for travel and leisure, they are not painting an overall dim picture for 2009. One of the bright sparks about the tourism pie is Sport Tourism, which the same experts are predicting, will remain consistent as in former years.
The expected growth for that sector remains at 10 per cent per annum according to KPMG at least for the next seven years.
The question is, Can Jamaica aggressively promote the island as a sport tourism destination? Ireland plans to spend €86 million on what is called “national, lifestyle and general interest” areas, hoping to attract a higher number of sport tourists to its shores.
What then is Jamaica’s plan? How that can piece of the pie be had in these harsh economic times? I guess it calls from some creativity and innovation, with the budget to match.
The country had a few products which helped in promoting the island as a sport tourist destination and were satisfactory in 2008. The Jakes and Rose Hall triathlons, the Reggae Marathon were just some of the few events on the calendar. There was interest in the National Track and Field Championships with Usain Bolt’s entrée into the 100 metres fray; but only the hard core came to watch. We may have attracted a few more television viewers.
Focus on Trelawny Multi Purpose Complex (TMPC)
One attraction owner said “We need to market the TMPC as an ideal location for spring training for American baseball and football teams. Its proximity to hotels and good beaches should make it an easy sell to the major baseball and football teams in North America. The economic benefits/spin-offs would be immediate - including the attendant press coverage for the country.”
Also, we need to develop more of the sport which will draw participants and TV coverage. Oh how I pray for the day when top-class golf competitions will return to this country. How much harder are we going to have to work to convince a major sponsor that Jamaica is the place for golf? The Tryall Golf Club needs to get back to its glory days.
The Jamaica Tourist Board could do more in the use of the slogan “Once you go, you know” for sports, leisure, music, food, etc. Do an ad campaign to include our athletes for a superstar event. You may recall I recommended this sometime before.
So I am voting for more non-traditional events
• Cross country cycling (will force the National Works Agency to fix the roads)
• Mountain climbing
• Any form of extreme sport (will attract the college crowd)
• Superstar obstacle races
• An additional triathlon, in the spring (for the athletes on spring break, in time for 2010)
POST BEIJING
Jamaica experienced the most successful year at the Summer Olympic Games, which was held in Beijing this past summer. The 11-medals haul, with six gold medals was a superb feat by any standard. The world’s eyes have been on us and the conversations will continue for a long time.
Along with the individual athletes, Jamaica has also been able to maintain prime spots in the international media and now the expectations, like that of Barack Obama are HIGH.
What will Berlin bring for Bolt and company? That too is something to look forward to. The opportunities are endless; the creative skills exist. And the financial support can be found.
The prospects are good for Jamaica for 2009 and beyond.
The expected growth for that sector remains at 10 per cent per annum according to KPMG at least for the next seven years.
The question is, Can Jamaica aggressively promote the island as a sport tourism destination? Ireland plans to spend €86 million on what is called “national, lifestyle and general interest” areas, hoping to attract a higher number of sport tourists to its shores.
What then is Jamaica’s plan? How that can piece of the pie be had in these harsh economic times? I guess it calls from some creativity and innovation, with the budget to match.
The country had a few products which helped in promoting the island as a sport tourist destination and were satisfactory in 2008. The Jakes and Rose Hall triathlons, the Reggae Marathon were just some of the few events on the calendar. There was interest in the National Track and Field Championships with Usain Bolt’s entrée into the 100 metres fray; but only the hard core came to watch. We may have attracted a few more television viewers.
Focus on Trelawny Multi Purpose Complex (TMPC)
One attraction owner said “We need to market the TMPC as an ideal location for spring training for American baseball and football teams. Its proximity to hotels and good beaches should make it an easy sell to the major baseball and football teams in North America. The economic benefits/spin-offs would be immediate - including the attendant press coverage for the country.”
Also, we need to develop more of the sport which will draw participants and TV coverage. Oh how I pray for the day when top-class golf competitions will return to this country. How much harder are we going to have to work to convince a major sponsor that Jamaica is the place for golf? The Tryall Golf Club needs to get back to its glory days.
The Jamaica Tourist Board could do more in the use of the slogan “Once you go, you know” for sports, leisure, music, food, etc. Do an ad campaign to include our athletes for a superstar event. You may recall I recommended this sometime before.
So I am voting for more non-traditional events
• Cross country cycling (will force the National Works Agency to fix the roads)
• Mountain climbing
• Any form of extreme sport (will attract the college crowd)
• Superstar obstacle races
• An additional triathlon, in the spring (for the athletes on spring break, in time for 2010)
POST BEIJING
Jamaica experienced the most successful year at the Summer Olympic Games, which was held in Beijing this past summer. The 11-medals haul, with six gold medals was a superb feat by any standard. The world’s eyes have been on us and the conversations will continue for a long time.
Along with the individual athletes, Jamaica has also been able to maintain prime spots in the international media and now the expectations, like that of Barack Obama are HIGH.
What will Berlin bring for Bolt and company? That too is something to look forward to. The opportunities are endless; the creative skills exist. And the financial support can be found.
The prospects are good for Jamaica for 2009 and beyond.
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