1. COTRI China Outbound Tourism Research Institute The Value of Emerging Markets Jamaica Tourism Outlook Seminar 2009 Montego Bay, February 11th

4. General overview of emerging markets Average growth for international tourism: 6 - 8%. Some highly successful exceptions as China. Tourism: strategic sector in poverty reduction Most significant growth areas for global tourism Asia Russia – India – China

5. Emerging markets presence in worldwide forecasts Source: WTTC (07)

6. Behaviour New in the game The whole world is open for them Few repeat visitors Nouveau riche society Looking for prestige and sophistication

7. India 2000 2001 2002 2003 2004 2005 2006 India’s Outbound Tourism, 2000 – 2006 (ITOPC) 1.1 billion population Outbound Tourism average growth 9% since 2001 2006: , 8.3 million travels Preferred destination Asia Pacific / Middle East Business Holiday VFR Market evolution, now looking for niche products

8. Russia Russia’s Outbound Tourism in 2007: 9.3 million travels (RTID, 2007) Preferred destinations: Turkey and Egypt Willing to become a mayor player in the outbound tourism industry Different behaviour and holiday season structure

9. China Outbound 2008: 46 million trips 90% inside Asia 10% (app. 4.5 million) outside Asia

10. Three phases of China’s Outbound Tourism: 1983 – 1996 1997 – 2004 2005 - today

13. China's Outbound Tourism to the Americas

14. 80% of Chinese Outbound Travelers to the Americas go to USA and Canada - even before/without ADS, mostly for VFR, also business, MICE, students 2007: app. 800,000 to North America, 200,000 to Central and South America In 2007 more than 1,000 visitors from China to Jamaica Outbound tourism to Africa a and South America seen as a positive diplomatic tool by the Chinese government .

15. Destination Jamaica ADS agreement between Jamaica and China in 2005 Mainland Chinese Tourists arrivals 2007: 1,077 (Source: JTB) Most important destination: Montego Bay

16. Result of focus group in China January 2009: Since the Olympic Games in Beijing, Jamaica is known as the home of good athletes, but is located in Africa or the Pacific. Nobody knows anybody who has ever been there. So Jamaica is mostly a “clean sheet of paper” on which an image can be created.

17. Neighbour countries cooperation Using the recently Jamaica – Cuba signed Memorandum of Understanding on tourism cooperation. Jamaica as the entrance to the Caribbean region. A further combination with other Caribbean islands or Mexico will also be beneficial for the island.

18. Product Adaptation If Chinese speak a foreign language, it is English. Emphasize that Jamaica, as part of the Anglophone Caribbean, is an English speaking country. Highlight that Jamaica is beautiful, high-class, but not extremely expensive, but certainly not cheap Affordable luxury Chinese must know how friendly the Jamaicans are, good relations with the Chinese community in the island and with the People’s Republic of China.

19. Marketing Jamaica Needs brand building and cooperation between the government and the private sector Achieve a clear brand message : Gaining prestige Showing respect Telling stories Networking Creating Win-Win-situations

20. Fairs, FAM Tours Jamaica participated in World Travel Fair 2008 in Shanghai CITM 2007 COTTM Beijing 2008 For a little-known destination like Jamaica, inviting journalists from China is an important step to raise awareness and shape the brand perception. Fair participation is mainly for brand building, not for immediate business

21. Awards / Quality Labels Communicate the special focus of a region or a company on the Chinese market by participation in the CTW Chinese Tourists Welcoming Award. Jamaica Tourist Board (JTB), 2008 Gold Award winnner CTW Award held annually since 2004 under the patronage of the United Nations World Tourism Organization .

23. Thank you for your attention! Photo: Hon. Edmund Bartlett, Jamaica’s Minister of Tourism (center), Mr.Yang Wanming Director General of Department of Latin American and Caribbean Affairs for Ministry of Foreign Affairs, People’s Republic of China (left) and Mr. Li Jianping, Vice President of Chinese People’s Association for Friendship with Foreign Countries (CPAFFC) during the Grand Jamaican Evening Cocktail Reception and Dinner, Beijing 2008