A Successful Tourism Marketing Plan Tourism Essay

Jamaica is one of the greatest island to visit in the Caribbean. Adjoining Jamaica are other islands such as Cuba, Haiti, and Puerto Rico, but none of them can compare to the land of beauty. This wonderful country is 80 kilometers in width and 234 kilometers in length and contains about 4, 300 square miles, which makes it the third greatest island in the Caribbean.

Some of the wonderful features that Jamaica posses are: reefs that are filled with natural outdoors live; beaches that contain crystal clear water and white tender sand; a broad coastal plan; and mountains that are filled with greenery. It's important for a country to make folks from all over the world be familiar with the items it provides that can't be found anywhere else so they can be attracted to go there again and again.

Five tools or techniques that might be used by the Jamaica Vacationer Table to effectively control and market a destination such as Jamaica for site visitors appeal.

Jamaica is marketed using the AIDA process. This is the procedure for influencing customer to go to areas through marketing affords related to the AIDA theory.

A- Consciousness.

I- Create a pastime.

D- A desire for your product.

A- Action

These are:

Identify target market

Market combination (price, place, marketing promotions, products)


Brand Ambassadors

Product development

1) Identify concentrate on market- This means that the tourist table have to identify a specific target market, that they are trying to sell their service to. For instance, if they are going to focus on Eco-tourism, families, couples, inclusive tourism, and exciting people, etc. With this clear purpose of knowing who their concentrate on is, they can carry on accordingly. In any business, you have to determine whom, why, what, how their marketplace is and focus on that group when they are marketing the destination and make it attractive and attractive.

2) Market combination- (price, place, campaigns, products, people and planning)

Price: make the purchase price match the grade of service that is being offered. For example, the price should think about the service, infrastructure and experience. Therefore, it should not be expensive to at a low end motel that has poor quality service, old infrastructure, no air condition in the rooms, and warm water available, etc.

Place: the area should be easily accessible. As Jamaica being the vacation spot targeted by AMERICANS, Canadians and Europeans, it can be accessible by land, sea, and air. Also, being affordable and near proximity to North America, helps it be Jamaica's biggest market. That is very important to visitors because they like countries that are often accessible.

Promotions: Jamaica can be sold utilizing the above line advertising method- this is used in connection with advertising of the product/ service through the marketing. This can take the form of advertising via: tv, digital slides on the Internet, magazine, theatre, sales marketing promotions, brochures/ leaflets, as well as public relations revealing what Jamaica has to offer.

Products: the Jamaica Holiday Board would need to let the targeted destination know what Jamaica offers and what places them apart from the other Caribbean countries. The other Caribbean counties also offer land, sea, sunshine, and resorts. The Jamaica Vacationer Board would have to ask the question "what makes Jamaica so different", and market it. For example, Jamaica is well-known for its culture, known for the Great House of Annie Palmer House, Port Royal, Blue Hill, coral reefs, having over 100 and eight rivers, the famous Bob Marley 'ruler of reggae music' and so on.

People: the people of Jamaica should be inviting to the traveler. This in particular employees, and professionals of the vacation resort, while keeping the culture of the organization.

Planning: the Jamaica Holiday Board should placed clear targets of what they hope to achieve. Therefore, asking themselves, ''what are we seeking to accomplish?'' For example- lower competition, enhance revenue, etc.

Incentives- This means an optimistic motivational effect, a selected hotel that vacationer stays at will get appraisal. For example- buy a evening meal over "x" amount and get a free meal; stay for five times in a lavish suit and get two free nights; visit in Sept to December 1st and get half price on rooms and so on.

3) Brand Ambassadors - Using celebrities to advertise the Jamaica destination. For example- using Usian Bolt as the "face" behind tourism. Images will be displayed showing Bolt comforting, sipping Martinis on the north coastline, shirtless, sun-bathing on the white sandy beaches, with the surrounding lush greenery of the mountains highlighted in the background. The image will likewise incorporate illustrations of Rastafarian's splashing in the sea, shaking their dreads, and with feminine models passing in their two-piece bath tub suits, looking at Usian Bolt in awe.

5) Product development- improves the infrastructure of the vacation spot and the quality of service being offered by training staff in the customer care department.

According for an undiscovered source, "It is very important the needs for the vacation spot be the center point for any plan. This will determine the kind of tourism that will be developed. "

SWOT evaluation of the techniques found in question one.

SWOT analysis means; S- power, W- weaknesses, O- opportunity and T- threat

Target market/market research-

S- You'll get to learn the needs of your customers, which means you know just what they want. You do not offer something that does not appeal to them.

W- expensive to carry out research. People always really know what they want but sometimes they are simply indecisive.

O- Greater market share.

T- It requires time which is costly to execute a market research.

Market mix-

S- People will find out about the merchandise.

W- It cost money to create recognition about Jamaica and the things it offers.

O-people who have no idea they want it'll buy higher market share.

T- Builds expectation in individuals who the business cannot meet. This leave customer dissatisfied.


S- Its very appealing to people.

W- If not supervised properly can increase cost more than customer bottom and lessen revenue.

O- Encourage more stocks.

T- People get bonuses without spending.

Brand Ambassador-

S- Increase attention about Jamaica.

W- Only people who like the ambassador will be drawn.

O- Increase market show.

T- The person (Usian Bolt) personal life impacts the business and also insufficient money to carry out the activities.

Product development-

S- Better satisfactions, more customers, more income.

W- Cost.

O- Greater market show.

T- New improvements do not meet customer needs.

The value of your Travel and leisure Marketing Plan and the processes involve in producing the plan

Tourism Marketing Plan is an outline of a technique that seeks to maximize the deal of a specific service or product. A Tourism Marketing Plan helps to minimize the potential risks associated with the launching of a fresh product, or service that consumers might not have any affinity for. However, a Travel and leisure Marketing Plan can be a written document comprising a strict explanation and guide lines for a business or vacation spot, products, marketing strategies and programs for offering their products and services on the define planning period which is often a year.

A successful travel and leisure marketing plan includes

Be honest about your market. For instance, if you state that your vacation spot has nine mls of beautiful white sand beach on the north shoreline, make sure when the tourist comes, it isn't two a long way of white sand beach. This implies, be honest when you're marketing the destination.

Testimonials. For instance, all positive and negative testimonials are important. This permits the builder of the destination to enhance the quality of service and make changes where necessary. Therefore making consumer happy while making a profit.

Sell your strengths (sell the vacation spot). For example, Jamaica offers reefs, beaches and considerable coastal plan, encompassing a backbone of pile traversing the space of the island latitudinal, the ruler of reggae music the famous Bob Marley, drinking water falls (YS Comes Dunn River Falls), culture, background (the great Port

Royal), historical structures (The Great White House of Annie Palmer), activities (Reggae boyz), Jazz and Blue Happening, night time life, Hedonism hotel, etc.

Target major initiatives to major market. For instance North America, European countries, and Canada are Jamaica's major market segments. North America is the most notable market for Jamaica, this is due to the fact it is near the island, it's cheap and it accessible by sea or air. Therefore, it's safe to state that more money can be spent in North America to market the island.

Focus on unique visitors attractions. Including the sceneries, town, locations, villages, historical and history sites, theme parks, resort and hotels.

The value of a Tourism Marketing Plan is how they'll (a) develop the united states (b) offer quality service to the visitor and (c) manage the vacation spot.

The country can be produced by collecting more room taxes and departure tax from travel and leisure, give potential investor's initiatives' to invest in the country, export more and reduce imports, instruct the citizen's, make loans at a lower percentage rate etc. Furthermore, this allows the country to expand and eliminate poverty on the list of citizens. Furthermore, the standard of living increase. Therefore, with all the current taxes the government will be collecting, it can help in the creation of theme parks, attraction, eco-tourism, repairing of infrastructures, such as roads, bridges, properties, etc.

The quality of service wanted to guests is very important because tourism is service oriented. The grade of service wanted to guest should match the value of these money. For example, manage to survive expect the same quality service of high end hotel verses a low end hotel.

Nevertheless, whether it's a low end hotel or a higher end hotel the service should be good because this can represent either negative or positive feature on the business, depending on service the visitor received. The service attendance should be reactive and mindful of guest needs. Information should also be easily available and accessible for tourist. Entertainment should be accommodating a number of genre.

By handling the destination, there will be more visitors to the island which will increase revenue for the government. Therefore, if the destination is handled well and advertised properly, you will see an increase of tourist introduction to the island. The travelers should feel safe and comfortable to explore the environs. With security not an issue, you will see a high degree of return visitors to the island. In addition, this will create jobs, reduce poverty, raise the understanding of the individuals about the value of travel and leisure to the country, repairing and building of infrastructure, like roads, schools, private hospitals, etc.

Three processes entail in developing such a plan

The three procedures are: the quest statement, vision assertion and the strategies, theses will be mentioned below:

Mission statement-

The mission declaration is purpose at creating customer recognition about Jamaica.

Increase sales with international partners.

Increase use of new technologies

Target visitors outside normal market

Improve communication strategies

Increase sales with overseas partners

Vision statement-

For Jamaica to be the quantity choice for holiday for all types of people round the world.


To create knowing of tourism in Jamaica, it would have to be advertised by the Jamaica Tourist Board (JTB). The JTB will inform the tourist/people about the hot spots on the island and market the island by advertising and promotion. The funding should come from the government. The government uses the money that they collect from room taxes, departure taxes and so on, to invest in the campaign of the destination.

Establish connection with a network of travel advisories to boost efficiencies in being able to access information.

The Jamaica Hotel Vacationer Association (JHTA) can be used to develop the hospitality industry also to represent the eye of it's' member in all forums.

In conclusion, the value of a tourism marketing plan and the procedure involved in expanding such programs are vital to the vacation spot. Marketing the destination creates recognition, hence resulting in a high number of holidaymakers to the island. The high levels of tourists will generate revenue for federal, in return will create jobs and alleviate poverty.

External players and business that assist the CVB with execution of a Destination Marketing Plan and two economic significant of this assistance.

Caribbean Tourism Group (CTO)

Tourist Enhancement Funds (TEF)

Jamaica Hotel Holiday Associations (JHTA)

United Region World Tourism Group (UNWTO)

Jamaica Getaway (JAMVAC)

The two financial significant that could asses in the implantation of the vacation spot marketing plan is: the Traveler Enhancement Funds (TEF) and the United Land World Tourism Corporation (UNWTO). These two can help assist the CVB by aiding spend less or help economically.

The Tourist Improvement Money (TEF) is a finance that is set up to improve the tourism project. They offer job tourism seminars, travel and leisure training, etc. The TEF cash funding the programs. The TEF gets their money by charging all incoming visitors, ten us dollars by air (airplane) and two us dollars by sea (cruise ship). This money is employed to help develop man made attraction, enhance tourism experience, and eradicate poverty by employing citizens, both directly and indirectly. Using the development of travel and leisure project around the island of Jamaica, you will see a higher influx and returning vacationer to the island.

The development and sustainability of man-made interest will keep earnings and community standard of living stable. Together with the areas and fascination being properly kept, tourist will be more drawn to those areas.

Therefore, the visitor will be enjoying themselves and scenery sites, learning about the people, the culture etc. Therefore, vacationer will spread the knowledge that they had in Jamaica, which will create free advertising while more folks become intrigue to go to the island. When vacationers return home, they'll reveal their experience with relatives and buddies. This can make people wanting to visit the island. Furthermore this will create revenue for the government.

The improvement of tourism experience will promote lasting development. Local areas must play a significant role in defining, developing and taking care of the tourism experience so that they take possession of the industry. The success of the industry will depend on the visitor's experience, so they much go through the best vacation they ever endured. Planning should be bottom-up, not top down. Together with the citizen's supporting tourism experience, the forex will help boost the economy.

Eradicating poverty is every countries main concern. Tourism is one of Jamaica's main income source and the first selection of any Caribbean destination. Therefore, with the high influx of holiday to the island, either by air or sea, the duty associated with it can help to build up the infrastructure of the united states, help in main and supplementary education, medical center equipment, research, security and so on.

According to (McDonald, 2001)

World Tourism Company (WTO) is involved in the removal of barriers to travel and leisure and the liberalization of trade in travel and leisure services. WTO also contributes to improvement of travel and leisure health and safe practices requirements and the development of methods to make tourism more

accessible to the handicapped.

Moreover, UNWTO installation polices and advisory for CVB such as, the Jamaica Traveler Board. Each goes around different countries throughout the world to get information to assist countries in tourism development, travel and leisure research and become a lobby body/ ability. The UNWTO get downers from various countries and companies surrounding the world to invest in the projects. Economically, the CVB would end up saving money to do research. Furthermore, the CVB eventually ends up keeping to do research because the UNWTO people/group conclude doing the research for free. If the CVB didn't have the UNWTO to lobby on the behave, it would cost them money to worker people/groups to visit round the world to gather information and create consciousness about the Jamaican brand. Therefore, these create awareness to the globe by offering free promotion. The UNWTO serves as a positive end result because of the fact that the CVB did not have to do advertisement or any promotional activities. The UNWTO also find new and creative ways to discover new ways that Jamaica can be the premiere destination of the world by looking at how other top destination promote themselves.

The financial assistance of the UNWTO permits removing tourism barriers, which supports the free influx of travel and leisure to the island. This in return allows more and more free flow of holiday to the vacation spot. However, with this being done, the federal government will collect more and more revenue that will be used to develop the vacation spot. Hence, with the fascination and security, tourists will be safer within the surroundings and the encompassing areas. With protection no problem, the destination will have high come back holiday rate to the island. With the great influx of

tourists, room tax and departure fees will be gathered. Furthermore, with the tourism removal obstacles, the overall economy will grow within the vacation spot due to the fact that tourist can visit from throughout the world without wondering if indeed they can visit the destination but knowing they can without having to have a visa.


Tourism is very essential for Jamaica because it's the primary economic contributor to the island. With new development and marketing style, using the AIDA principle (A- Consciousness, I- Create an interest, D- A desire to have your product and A- Action) with no dough, holiday will influx the island.

When using a SWOT research (S- durability, W- weaknesses, O- opportunity and T- menace) it helps to look at all the things that might be a possible end result, either negative or positive. Therefore, it's important before venturing in a fresh business to execute a SWOT evaluation.

A Tourism Marketing Plan is important, because it provides you a stand point. For example, where are you now? Where do you want to be? Just how do we make it happen? Just how do we make sure we make it happen? How do we know we got there? Hence, with this knowledge and questions applied predicated on the result you have, it will determine if the marketing plan process worked well or not. For instance, the; amount of visitors getting into the island, amount of awareness in the market, increase in demand, amount of income being made, etc.

Tourist Enhancement Cash (TEF) and the United Country World Tourism Business (UNWTO) are very helpful with the implementation of a Destination Marketing Plan. They both help the CVB by saving cash and offering money to help develop and promote the Jamaican brand as a must see


With the implication of good tourism planning and development, travel and leisure will be sustained within its vacation spot for a long time to come.


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