The Editor, Sir:

This is an open letter to the prime minister and the tourism authorities of Jamaica. I would like to be convinced that this bread-and-butter industry of Jamaica is being prepared for the advent of Cuba opening to the rest of the world, but I do not think so. Significant recent overtures by President Barack Obama during this month's Summit of the Americas in Port-of-Spain indicate that things can suddenly accelerate as far as business between the western world and Cuba is concerned. The tourism industry of Jamaica should therefore wake up, face the reality and prepare for a good run for their money.

Cuba is a major tourist spot. Cuba attracts around two million visitors per year. It has a number of beaches, colonial architecture, favourable climate and a rich cultural history to invite tourists from all over the world. It had the most number of tourists in the Caribbean between 1915 and 1920! Cuba also has a favourable and flourishing health tourism business, which alone generates around US$30 million each year for the Cuban economy. The Cuban tourism industry is ready to go.

Sport tourism package

Jamaica would not be able to compete, at least, not in the early period of an opened Cuba. The sameness of the sun, sea, sand approach with craftshops (all selling exactly the same things) which makes up the Jamaica tourism package needs to be diversified and packaged with other aspects of the Jamaican life now, otherwise we will be left behind.

For example, I would like to suggest that the tourism authorities sit down with their sporting counterparts and take a serious look at developing a sport tourism package that is unique to Jamaica. Recent successes of the Jamaican Olympic team at Beijing make this idea very ripe for the picking. Jamaica is the ideal place for winter training, so some of our hotels should be developed in order to facilitate track and field teams, football clubs and teams representing other sporting disciplines such as basketball, golf, even baseball etc., from countries with cold climates which happen to be our tourism markets. Furthermore, our own athletes at home will benefit from these enhanced facilities. A 'Train in Jamaica' campaign will be extremely hard to resist with people like Usain Bolt, Veronica Campbell, Courtney Walsh, etc, empowered as ambassadors of such a programme.

International media attention

National events like Boys and Girls' Champs are already attracting international media attention. We can begin as early as next year by bringing at least one day of Champs to the island's north coast. Open up participation to schools from our major tourism markets like Canada, the United States and the United Kingdom. We do not need Penn Relays again. A high-profile school event in Jamaica will be bigger than Penns. If the timing coincides with the North American spring break, then we can have something huge on our hands, especially if people like Usain Bolt make special appearances. And of course, we can develop other sporting events and sporting festivals which can be tied-in to a vacation package in Jamaica.

Cuba or no Cuba, this issue needs to be looked at. Sport is a global multibillion, dollar industry. Jamaica has made a global name in sport. It is time to marry the Jamaican tourism industry to the great sporting tradition of this nation. The ball is in your court, Mr PM and team.

I am, etc.,

Pastor Wesley Boynes

boynes@cwjamaica.com

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St Ann