TALKING POINTS FOR MINISTER OF TOURISM, HON. EDMUND BARTLETT AT THE ‘FALMOUTH INVASION’ MARCH AND CONCERT WATER SQUARE, FALMOUTH, TRELAWNY WEDNESDAY, FEBRUARY 8, 2017

Salutations...

§  Mayor of Falmouth, His Worship Councillor Colin Gager

§  Deputy Mayor of Falmouth, Councillor Donovan White

§  Custos of Trelawny, Hon. Paul Muschette

§  Mr. David Dobson, Acting Permanent Secretary, Ministry of Tourism

§  Mr. Godfrey Dyer –Chairman, Tourism Enhancement Fund (TEF)

§  Mrs. Joy Roberts – Acting Executive Director, Tourism Product Development Company (TPDCo)

§  Mr. Delroy Christie, President. Trelawny Chamber of Commerce

§  Mr. Garret Edmonson, Regional Manager National Solid Waste Management Authority

§  Ms. Lavern Salmon, Head of Recycling Partners

§  Boys and Girls from Holland High, Hague Primary, William Knibb, Duncans and Salt Marsh Primary

§  Members of the Media

§  Other tourism partners

Good morning….

INTRODUCTION

·        It is wonderful to be here this morning in historic Falmouth, surrounded by so many amazing people who have generously volunteered their time for the Ministry of Tourism’s Falmouth Invasion. I am especially heartened to see so many students from different schools – primary and high – participating in this very important event.

·        It tells me that you are serious about taking practical action in Falmouth to improve civic pride; it tells me that you are serious about keeping your community clean and attractive; and it tells me that you are serious about protecting the natural and cultural history of your beautiful town.

·        So following this brief opening exercise we will proceed on a special sensitization march through the town, which will end with a free awareness raising concert in Water Square. 

·        It is our hope that these activities will further raise the collective civic consciousness of the people Falmouth about the problem of littering and waste management practices.  Particularly as the town has been identified as a key area for the development of Jamaica’s tourism product.

·        With this in mind, my Ministry has partnered with the Organization of American States (OAS), under the auspices of the Sustainable Destinations Alliance for the Americas (SDAA) initiative, to position Falmouth as a Sustainable Tourism Destination. Under this Initiative, a variety of activities – including today’s Falmouth Invasion – are being undertaken to boost civic pride in Falmouth as well as foster cultural and economic innovation.

UN YEAR OF SUSTAINABLE TOURISM FOR DEVELOPMENT 

·        Today’s Falmouth Invasion is significant for another reason too.  It kicks off a year of local activities to celebrate the designation of 2017 as the United Nation’s (UN) International Year of Sustainable Tourism for Development. 

·        This declaration provides an opportunity to promote the significant contribution of the tourism sector to economic development, social inclusion, peace and understanding as well as cultural and environmental preservation. At the same time, it raises awareness of the true benefits of the sector.

·        Jamaica is in full support of the year’s focus and we will be hosting various events around the theme of Sustainable Tourism, prime among them the United Nations World Tourism Organization’s (UNWTO) flagship event for the year – a major international conference to be held at the Montego Bay Convention Centre from November 27 to 29.

·        This is of great historical importance because it signals the first time that the UNWTO will be staging a world conference on tourism in the Caribbean or the Americas. 

·        It will bring together high-level decision makers in tourism from some 157 countries to discuss public and private sector partnerships that balance social and economic objectives with environmentally sound management.

·        This major global event provides us with a great opportunity as the world’s spotlight will be on Jamaica and by extension the Caribbean, the most tourism-dependent region in the world.  I assure you that we will be using it to our advantage.

·        It therefore gives me great pleasure to announce that the Caribbean Tourism Organisation’s (CTO) Council of Tourism Ministers and Commissioners has endorsed this global conference. Tourism ministers throughout the Caribbean have committed to use it as a forum to promote a shared vision of the Caribbean as the most desirable, year-round, warm weather destination.

·        My Ministry has always championed a sustainable and inclusive tourism sector – one that generates income and decent employment, stimulates trade and linkages, and respects and protects our natural and cultural environment.

·        There is great synergy between the year of activities celebrating the UN sustainable tourism initiative and those activities that fall under the Ministry’s flagship programme – Spruce Up Jamaica, which is primarily geared at changing attitudes and creating integration among industries and programmes that impact the tourism sector.

·        We recently unveiled a revamped Spruce Up Jamaica programme to better deliver on the mandate of the Ministry to make tourism a much more inclusive sector and to ensure its sustainable development.  It is being executed by the Tourism Product Development Company (TPDCo) and funded by the Tourism Enhancement Fund (TEF).

·         ‘Fi Wi Falmouth’ – a $4 million pilot public education project to instill civic pride in and increase awareness of the importance of tourism in general and to Falmouth in particular – is just one example of the many projects that are a part of Spruce Up Jamaica.

·        Through ‘Fi Wi Falmouth’ we are engaging students at the primary and secondary levels so that they may learn and convey tourism information to their peers and family members. We will also sensitize and build awareness among citizens’ associations, Neighbourhood Watches and youth groups.  

·        In addition, some fifty micro business operators will also be targeted for training in the areas of customer service, cultural sensitivity, self-development, business basics and the history of Falmouth. I am pleased to tell you that the ‘Fi Wi’ initiative will be replicated in other resort towns across Jamaica.

THE IMPORTANCE OF TOURISM

·        Tourism is not just, sun, sea, sand and fancy hotels. It is a serious business that contributes substantially to the economies of countries all over the world.  The international tourism industry is worth over US$7.2 trillion and supports 284 million jobs. That is equivalent to 1 in 11 jobs globally.

·        Here in Jamaica the economic benefits of tourism are equally significant. It is one of the key sectors driving Jamaica’s economic growth, with earnings of US$2.5 billion last year. 

·        At the same time, the sector provides tens of thousands of jobs and supports numerous other sectors such as agriculture, manufacturing, transportation and entertainment.

·        So, what I am saying is that the benefits of tourism stretch far and wide. Unfortunately, quite often we do not fully understand the degree to which this sector touches our lives.

·        For every tourist that books into one of our hotels, there are the obvious associated services – hotel managers, food and beverage staff, front desk staff, chefs, waiters and the housekeeping staff.

·        However what about the less visible beneficiaries of tourism? The farmer who supplies fresh produce to hotels and restaurants; the craft entrepreneurs who produce souvenirs; the manufacturer who makes furniture for hotels; and the tour operators who take visitors on tours of our beautiful island.  

·        Tourism is therefore important to all of us in some form or fashion. This is why it is important that individually and collectively we all work together to create a greater understanding of the sector’s true potential and explore ways to integrate this industry into our communities in a positive way.

FALMOUTH AS A TOURIST DESTINATION

·        Falmouth is an attractive destination with much to see and experience.  The rich history, Georgian architecture and many attractions make it a major tourism asset.

·        Falmouth therefore has a central role to play in the Ministry’s growth strategy as we seek to attract five million visitors, generate US$5 billion in tourism earnings, increase total direct jobs to 125,000 and add 15,000 new hotel rooms by 2021.

·        Moreover, Falmouth has the potential to be one of the finest cruise destinations on the planet. The three largest cruise ships in the world - Harmony of the Seas, Oasis of the Seas, and Allure of the Sea – are making regular calls at the port this winter.  How many ports can make this claim?

·        The Government will be leveraging the heritage experience in Falmouth to further develop the town as a tourist destination.  To date, the Tourism Enhancement Fund (TEF) has spent some $190 million on completed projects here in Falmouth including the renovation of the Trelawny Parish Church, the Falmouth Post Office, Falmouth Court House and Water Square and we have another $1.1 billion of projects on stream, inclusive of the Artisan Village at the old Hampden Wharf.

·        My timeline for the completion of these projects is 2018 at which time this wonderful Georgian town will be transformed into a premiere Caribbean destination. These enhancements will benefit both visitors and residents.

·        In addition, TPDCo is leading the charge on several other projects designed to “Spruce Up” Falmouth. Working in collaboration with local stakeholders and government agencies we will be beautifying Water Square; relocating vendors to more strategic locations; painting buildings; taking the mentally ill and homeless off the streets; establishing visitor centres; and increasing the number of District Constables in the town to help keep crime in check – just to name a few.

·        However, I wish to stress that this is a partnership and we are in this together. While the Government is investing millions to enhance Falmouth and make it a cleaner place for people to live, work and do business, we need you – the residents, the business owners, local authorities and students– to do your part. 

·        A clean Falmouth is critical to boosting local tourism. Visitors value scenic beauty and a clean environment.  You cannot be an alluring destination if there are bad odours, plastic bags, bottles and other garbage all around.  So please, keep your community clean.

YOUTH AND TOURISM

·        Now I have a charge for the young people here today.  Students, you have a powerful voice and can be a positive influence on family, friends and peers. 

·        I challenge you to encourage them to do their bit to help keep Falmouth clean and tidy. Ask them not to throw their garbage on the ground or through the bus or car windows. Also, I challenge you to be tourism ambassadors for Falmouth and encourage the town’s residents to treat visitors with respect.

·        Tourism is good for Falmouth and it is good for Jamaica.  It generates income, provides jobs and helps community and national economies to grow. Furthermore, the tourism industry is greatly dependent on the skills and talents of young people. In fact, it is well suited for young people entering the working world as many jobs in the sector have low barriers to entry but allow those who work hard to rise quickly up the ladder.

·        This is why quite a few of our Spruce Up Jamaica initiatives are geared towards helping the youth of Jamaica to become more familiar with our tourism product.  If you appreciate it you will protect it. Numerous opportunities await you tomorrow but you have a role to play today.  Be proud of your town, keep it clean and beautiful, and be kind and welcoming to visitors.

CONCLUSION

·        In closing, I wish to remind you that tourism does not belong to someone else, but to each and every one of us.  A clean Falmouth is critical to boosting tourism, which in turn is a key factor in economic growth and employment generation. So let us continue to work together to help this wonderful town realize its full potential.

Thank you.