German travel agents at Riu Montego Bay. - Photo by Janet Silvera

LONDON , England:

In a bid to revive the struggling German market, European tour operator TUI has given Jamaica a shot in the arm with the hosting of 120 travel agents, who are currently on the island participating in a familiarisation trip dubbed the 'Jamaica Experience'.

Notably the largest group of agents to ever come out of Europe to Jamaica, Corinna Habicht, TUI's manager, sales and marketing, told The Gleaner that in collaboration with the Jamaica Tourist Board (JTB), "only the crème de la crème or top-producing German agents were selected to visit the island".

The agents represent six regional offices in Germany and were taken from 12,000 agencies, she added, and the aim is to strategically increase arrivals for the winter tourist season, which starts on December 15.

The move comes at a time when there has been a marked decrease in the country's most dependent market, the United States (US). Jamaica continues to struggle to sustain its second-largest market in Continental Europe, Italy, which has reported a decrease of 3.5 per cent in January to June stopover arrivals, compared with the corresponding period last year.

German tourists

"Economically, the Germans are not as challenged as the US market, but they are going to be careful how they spend, which means they are looking for the right price and the most appealing destinations, and that is what Jamaica has to offer," Riu Hotels director of sales, Angella Bennett, explained.

In the meantime, Gordon Townsend, the man launched the campaign to bring German tourists to Jamaica in the 1970s, who has lauded the initiative.

According to Townsend, who is affiliated with Caribic Vacations, the European market has fluctuated, and the agents' visit speaks volumes for Jamaica's prospects.

"To get such a large fam (familiarisation) trip taking the long haul from Continental Europe means that they have interest in Jamaica," he told The Gleaner during an interview in London on Sunday morning.

Vibrant period

Jamaica was one of the first countries in the region to open up to the Germans, boasting a vibrant period until the elections of the 1980s when the island lost most of its goodwill to Cuba, the Dominican Republic and Mexico.

However, for years, the JTB has maintained its pre-sence in Germany, being aware that the Germans maintain longer vacation stays, meaning a far greater spend than North Americans.

"The market is coming back slowly and what we have done with their itineraries while on the island is to expose them to the music, people and the culture," noted Habicht, acknowledging that they don't want to stay at the beach, "They want the diversity that the island has to offer."

Arranged in association with Riu Hotels and SuperClubs, Half Moon, the Ritz-Carlton Rose Hall, Round Hill and Frenchman's Cove are the other hotels accommodating the group. The agents depart the island on Thursday.

janet.silvera@gleanerjm.com.