Jamaica suspends European ad campaigns

Friday, January 30, 2004

LONDON, England: Jamaica has suspended tourism advertising in Europe, a major source of visitors, because it is short of cash, according to Britain's Press Association.

The government's tourism agency made the decision in November, ending television ads in key markets like Germany, Italy and Britain, said Godfrey Dyer, president of the Jamaica Hotel and Tourism Association.

"They stopped because they ran out of funds," Dyer said.

The move has angered some of the Caribbean island's top tourism players, who warn the government is ignoring a lucrative travel market. European visitors to Jamaica increased 22% last year.

"It is equivalent to blowing up our own industry and undermining it," said Gordon Stewart, owner of Jamaica's largest hotel chain, Sandals Resorts.

Dyer said his group is urging the state-run Jamaica Tourist Board to find the needed funds to resume advertising in Europe by February, in time to lure visitors for the 2004 summer season. 

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