CARIBBEAN : Explore it, taste it, feel it

The power of collaboration and networking are manifest in the Unique Jamaica project - a pioneering private-public sector tourism partnerships with the government to enhance economic opportunities in pro-poor tourism.

In a difficult and competitive environment for small to medium enterprises, the BLCF was involved in collectively marketing and upgrading a consortium of 85 expanding SMEs in the Jamaican hotel and tourism industry.

Under the banner “Unique Jamaica” the project promotes three niche markets: soft adventure including hiking, birding and water excursions; culinary and aesthetic experiences including food, art and craft festivals; and heritage and culture showcasing reggae, folk music and drama.

The project began in 2004 by setting up a call centre and website along with a booking engine and a public relations campaign that successfully established a brand identity. The comprehensive member database was developed and became a critical component in networking among SMEs and enhancing visibility to tourists.

Certification programmes for hotels and tour guides and a responsible tourism policy were established. The linkage with the National Council on Technical and Vocational Training was particularly important.

In the aftermath of hurricane Ivan, the members, acting as a consortium, were able to broker a preferential insurance coverage deal at a tenth of the cost that individual entities would normally incur.

With a steadily increasing membership, particularly of female managed SMEs, Unique Jamaica is increasing market share and occupancy levels with products that are authentic, interactive and unique – the real essence of Jamaica.

For more information contact BLCF fund manager, the Emerging Markets Group at this address