PEAKLIFE

By Neha Mehrotra

When you hear the name, Jamaica, sun and sea may come to mind, but there is so much more to this jewel in the Caribbean that is worth exploring. The culture is vibrant and infectious and is experienced through the world-famous reggae and dancehall music. The dance moves, the Blue Mountain Coffee, the phenomenal cuisine and the hospitable disposition are just a few aspects that make it an ideal destination for families, honeymooners, leisure travellers, and adventure enthusiasts alike.

In an exclusive interview with PEAKLIFE, Rajeev Nangia, Chief Operating Officer of TRAC Representations, the official representative of Jamaica in India, discussed the burgeoning post-COVID demographics that have bolstered Jamaica’s tourism industry, the myriad attractions awaiting visitors on the island, and the initiatives undertaken by the JTB to enhance the experience for Indian travellers.

Q1. How important is the Indian market for Jamaica?

Mr. Rajeev Nangia: Jamaica, the multicultural island, is placing special focus on developing new markets, and India is among them, to attract travellers, as part of their new campaign to expand Jamaica’s tourist markets. During their annual trade event, the Jamaica Product Exchange 2023 (JAPEX), Jamaica acclaimed India as a high potential tourism market. There is a huge and developing interest for Indian tourists to come to the island destination.

Recently, the Jamaica Tourist Board (JTB) participated for the first-ever time at SATTE 2024, South Asia’s leading travel and tourism event, in a bid to develop and deepen its tourism relationships within India’s tourism industry. The JTB is currently looking to increase their tourism activities in India and among the India diaspora, residing in Canada, the US and the UK. There is a huge market for weddings; there is a confluence of cricket; a rapidly growing middle and upper middle class; over time, better flight connectivity; and a very active Indian community in Jamaica itself that will drive growth from this increasingly lucrative market.

Q2. What are some of the unique attractions that have proven to be particularly appealing to Indian tourists?

Mr. Rajeev Nangia: For Indian travellers seeking an exotic and immersive vacation experience, Jamaica offers an ideal destination. The island boasts a plethora of attractions and activities. Begin by exploring Jamaica’s picturesque beaches, which offer both adventure and relaxation. For a tranquil rafting experience, embark on a journey down the Martha Brae River, renowned as the island’s premier rafting destination. Adventure seekers can challenge themselves with a hike to Blue Mountain Peak, the highest point in Jamaica, while music enthusiasts can delve into the legacy of reggae icon Bob Marley at his eponymous museum.

For adrenaline-fueled adventures, Chukka Adventures and Mystic Mountain offer thrilling experiences. Don’t miss the iconic Dunn’s River Falls for breathtaking rainforest views or the interactive Dolphin Cove experience. Indulge in the rich history of rum-making at the Joy Spence Appleton Estate Rum Experience, and witness unforgettable sunsets at Rick’s Café in Negril. Finally, savour the vibrant flavours of Jamaican cuisine, from street foods to fine dining, including the famous Jerk Chicken and diverse Indian cuisine options.

Q3. Could you share some insights or initiatives undertaken by the JTB to enhance the overall experience for Indian travellers?

Mr. Rajeev Nangia: The Jamaica Tourist Board has recently concluded its first-ever participation in SATTE 2024. To strengthen the cultural ties between Jamaica and India, the High Commission of Jamaica in New Delhi, in association with PVR INOX, hosted an exclusive premiere of the highly anticipated Paramount Pictures Bob Marley biopic, “One Love.” Destination Jamaica has also been awarded as the “Most Preferred Caribbean Island Holiday Destination 2024” at the VETA Awards 2024. JTB has more marketing and trade promotions lined up in the coming part of the year.

The JTB India office had also participated in JAPEX 2023 (Jamaica Product Exchange); Jamaica hosted six travel agents from the Indian travel trade fraternity and an Indian media house in Jamaica. JTB had also participated at The Iconic Experiences Show 2023 to ensure Jamaica’s presence among the Indian travel trade fraternity.

Q4. What steps are you taking to make Jamaica a sustainable destination?

Mr. Rajeev Nangia: As part of its mandate to make Jamaica a sustainable tourism destination, the JTB supports the efforts of our local Jamaican partners in facilitating solutions and implementing strategies for the care of the environment and communities at large. These efforts are all part of Jamaica’s National Energy Policy 2009-2030. In order to enhance the island’s sustainability framework, Jamaica has been encouraging the use of renewable energy sources such as wind, water and solar. Several tourism establishments are working to reduce their carbon footprint by reducing their reliance on fossil fuels and reducing the use of potable water in landscaping and other operations.

Other efforts include the use of environmentally friendly products and services that can be recycled, re-used or are bio- degradable. These efforts help to not just preserve the island’s ecosystem but also ensure that our island’s beauty remains for generations to enjoy. Initiatives like the Wigton Wind Farm facility, Content Solar Farm, and the Montego Bay Convention Centre (MBCC) have been leading the way in sustainable operations for tourism facilities.

Q5. Lastly, what’s next?

Mr. Rajeev Nangia: The government of Jamaica has laid special emphasis on expanding its tourist markets in the Asiatic region. The Indian market initiatives are now fully on stream and are being rolled out. The Ministry of Tourism has appointed the famous Jamaican and retired West Indies cricketer, Christopher Gayle, as the official tourism ambassador for the Asian market to promote Jamaica as a one-of-a-kind destination. The Jamaican tourism industry is also looking at Indian Bollywood celebrities and influencers to promote the island destination.