"Forward bookings are not encouraging, but they are coming late," John Lynch, director of tourism, told journalists at a media briefing on Wednesday.

"People are holding back because they don't know if they are going to have a job next week. It's just a complete loss of confidence."

Lynch and Tourism Minister Edmund Bartlett were adamant that local tourism officials would not roll over and play dead at a time when experts are projecting a three to five per cent decline in international travel.

"We have the hammer out, and if you are looking to travel Jamaica is in your face. We are there and if anybody is travelling they are going to know about Jamaica," Lynch added.

Four-per cent growth

The tourism officials noted that despite the global slowdown last year, Jamaica enjoyed a four-per cent growth in stopover visitors, which moved from just over 1.7 million to almost 1.8 million.

This produced more than US$2 billion in revenue for the country and Bartlett is adamant that everything will be done to at least keep this momentum.

"In the first four weeks of the current winter tourist season the number of stopover visitors has been flat when compared with the previous year which was the best in our history," Bartlett said.

He noted that the country recorded an almost 30 per cent increase in visitors from Canada last year, while there was a slight increase in the number of tourists from the United States. However there was a decline in visitors from countries in Eastern Europe, Japan and Italy.

Now Bartlett and his team have embarked on a massive marketing thrust aimed mainly at the United States.

"We are on 40 television stations, radio, public transport and the port authority building in New York where we are being seen by millions of eyes," Bartlett said.

Destination Jamaica is prominently displayed at the New York Port Authority Bus Terminal in Manhattan while posters have been placed on yellow cabs and the popular dollar cabs in sections of New York.

Market diversification

"We are also intensifying our market diversification by focussing on South America, Asia and Eastern Europe," Bartlett added.

But even as the tourism ministry tries to ensure that it keeps visitors coming to the island, it is also increasing its efforts to ensure that local operators survive the tough times with a minimal loss of jobs.

Already the Government has announced a $500 million dollar loan package with 10 per cent interest over three years for the larger players in the sector and $150 million dollars to be loaned to operators of medium and small properties and attractions.

Yesterday, Bartlett added a $50 million loan deal for ground transport operators to the stimulus package.

Under the deal, financed by the Tourism Enhancement Fund, ground transport operators can borrow up to $1 million to replace vehicles or refinance loans at an interest rate of three per cent over five years.

But Bartlett was clear that despite the stimulus package some workers in the tourism industry could lose their jobs.

"One has to understand that there is going to be some level of dislocation, but the stimulus package plus the marketing that we are doing is geared at minimising the impact of any fallout," Bartlett said.