64 Knutsford Boulevard, Kingston 5 Jamaica, West Indies
??OGANIZATIONAL STRUCTURE
Currently, there are five operational offices located in Miami (USA), Toronto (Canada), London (UK/Northern Europe), Berlin (Continental Europe), and Montego Bay (Jamaica).?? The US operations are headed by a Deputy Director of Tourism, Sales-USA; based in Miami who also supervises the Regional Director with responsibility for Groups & Conventions, as well as a specialist officer responsible for tour operators and airlines. The other four Regional Directors head the other offices and report directly ??to the Director of Tourism.
Importantly, JTB representation exists in all the island???s major markets through JTB personnel operating, in some instances, from ??a??home office, maintaining critical trade and consumer linkages.??In addition, the JTB utilizes the services of specialized representation companies/personnel in key regions, and particularly in Europe.
The Kingston office is the Corporate Headquarters, with the main marketing functions centralized there.?? The Deputy Director of Tourism for Marketing is based in the corporate office in Kingston.?? The Board???s Montego Bay office has responsibility for directing the activities of sales personnel across the island.
In 2008, the Cruise, Events and Attractions Department, headed by a Deputy Director of Tourism, was established, with responsibility for the marketing and promotion of cruise and marine tourism, events and attractions,.?? This was done to enhance the capacity of the JTB to contribute to increased visitor arrivals and expenditures through better marketing and promotion of cruise and marine based tourism, and local attractions and events.
??LOCAL OFFICES
The JTB???s Marketing Department is responsible for worldwide marketing and communication programmes. The marketing of Jamaica???s tourism product is achieved through advertising, public relations and in today???s world making the best use of social media. The Departments includes several units including Destination Marketing, Marketing Communications, Promotions, Research & Market Intelligence, Tourism Awareness, Website/E-Commerce and the Information and Resources Centre
??In 2008, the Cruise, Events and Attractions Department, headed by a Deputy Director of Tourism, was established, with responsibility for the marketing and promotion of cruise and marine tourism, events and attractions,.?? This was done to enhance the capacity of the JTB to contribute to increased visitor arrivals and expenditures through better marketing and promotion of cruise and marine based tourism, and local attractions and events.
In an effort develop sport tourism and position Jamaica as leading destination for sport in the region, Jamaica Sport, a specialized unit within the Cruise, Attractions & Events department was established in 2014. It is a unit within the JTB with a strategic working group drawn from various sectors and with expertise.
The Corporate Services Department has four divisions- Corporate Planning, Management of Information Systems, Human Resources and Administration. This department has the responsibility for the strategic planning of activities undertaken by the JTB, employing new and emerging technologies to enhance marketing processes, management of people in the workplace and for the organization, planning and controlling of office operations.
The Finance and Accounting Department has the responsibility for administering the finances of the Jamaica Tourist Board (J.T.B.) in accordance with regulations laid out in the Government???s Financial Administration and Audit Act and the Tourist Board Act.
The JTB???s Regional Office Jamaica provides support at the local level to various JTB programmes by facilitating the efficient arrivals of visitors to the destination, Liaising with local and partners in the development and exposure of the product and extending the visitor experiences through expanded interaction programs. The responsibilities of this division include local and Caribbean markets, support for promotions and events and the Meet-The-People programme
OVERSEAS OFFICES
??The objective of the JTB???s overseas offices is to create high visibility in selected markets and to stimulate demand for the destination. They are engaged primarily in co-ordinating the market???s needs and promotional activities. They provide information, literature, advice and special services as required to both the trade and to the consumer. The Board also retains advertising and public relations firms which work with our marketing department to keep the brand – JAMAICA – in focus at all times.
The JTB???s marketing efforts worldwide are complemented by the work of our overseas regional offices and sales representatives who continue to maintain close contact with our partners in the industry such as tour operators, travel agents, airlines and cruise industry personnel.?? Their activities in the marketplace include trade shows, Jamaica presentations, seminars, sales calls blitzes and receptions to the industry as well as participation in a number of consumer promotions in department stores, malls and through radio and newspaper.
The Jamaica Tourist Board has a Groups and Conventions Department with global responsibilities headed by a Regional Director based in Miami.?? Key objectives of the department are to promote Jamaica globally as the preferred Caribbean destination for the MICE market and to maintain brand exposure through the appropriate trade industry events in the marketplace.
The unit continues to be the central liaison between the JTB and all US tour operators and airlines currently doing business with Jamaica. The department is the JTB???s contact with airline route planners for developing new routes or increasing capacity on existing routes and monitors future performance, advance booking load factor on carriers.
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