As Jamaica Product Exchange (JAPEX 2023), the leading tourism trade fair in Jamaica, staged a return in September after a gap of four years, the focus of the event, notably for its host, Jamaica Tourist Board, was the Indian outbound travel market.
Having watched the development of the market over the past couple of years, Jamaica finally took the plunge and invited Indian travel agents as well as media to participate in JAPEX and explore the destination and the attractions that it holds for the Indian tourists.
Soon after the event opened, the discussions at JAPEX turned to the Indian market as in his Destination Report, Donovan White, Director of Jamaica Tourist Board, said that India was one of the focus markets, along with Latin America, while other potential markets included Eastern Europe, Japan and West Africa.
"The Indian market is an interesting market for us. We are surrounded by a lot of native Indians here in Jamaica. We also have a lot of Indian diaspora out in the United States, Canada and the UK. In terms of mainland, India, we have really begun to now establish our base through Trac Representation in New Delhi. Myself and Minister Bartlett are expected to be on the ground in India later this year or early next year. And the reason for that is to ensure that we can put a face to the brand in the Indian market," White told India Outbound, which was the only media company at JAPEX.
"We feel that between creating new business opportunities, from mainland in India and connecting those opportunities with the Indian diaspora in the United States, the UK and Canada will create the kind of triage we need to ensure that as the Indian traveller contemplates vacation and holidays throughout the year and as well contemplate, their wedding and honeymoon opportunities. We want Jamaica to be at the forefront of those expectations," White added.
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