Would-be travellers were rattled by negative publicity over the 2010 state of civil emergency and unrest in West Kingston. Combined with the effects of the ongoing global economic recession, Jamaica’s tourist industry sustained total losses of $20.0 billion or 88.9 per cent.
A new campaign, ‘Jamaica Home of Alright’, made its debut in 2013 at the World Travel Market in London. It struck an edgy tone, drawing attention to the new and exciting attractions such as zip-lining and swimming with dolphins, while emphasizing Jamaica’s positive vibrations and energy to reinvigorate the frazzled traveller.
Another headline-grabbing PR initiative was the appearance of the record-making world’s largest stress ball in Times Square, in New York City. The giant yellow inflatable stood out in the bleak November weather in ‘the world’s capital of stress’. At the unveiling, JTB’s Christopher Dobson invited New Yorkers to squeeze, touch, even kick the ball and to ‘Come to Jamaica and Get alright’.
Emphasis on digital marketing grew exponentially as VisitJamaica.com was revamped to be fully integrated, allowing visitors to book right on the site.
A Digital Jamaica Valentine activation in 2013 invited Twitter users to have their Valentine’s Day messages written in the dreamy white sands of Frenchman’s Cove Beach. The activation generated over 28 million impressions across social media.
In 2018, the Join Me In Jamaica Campaign, created exclusively for social media, featured Jamaican music, cuisine, and cultural icons Tessanne Chin, Sean Paul, Edgar “Puddin’ Man” Wallace, and others. Sharing their stories on why they love Jamaica and inviting viewers to join them on the island for an unforgettable experience. It was clear that digital media was now the new architecture for tourism marketing and an indispensable tool for showcasing the many aspects of the Jamaica experience.
By the end of 2019, tourist arrivals had topped 4,234,150 and the outlook was positive on all fronts as the industry enjoyed a period of sustained growth
