Look to the diaspora, Minister McNeill

DIANE ABBOTT

Sunday, January 29, 2012

The new tourism minister, Wykeham McNeill, recently said that he is looking for new ways for Jamaica to grow its income from tourism.

He is correct. And I can suggest one obvious way. That is for Jamaica to target its own diaspora as a market. Jamaicans born on the 'rock', but living overseas, tend to come home quite regularly. And they are usually happy to stay with friends and family. Often they go back to their parents' house and the district where they were born. As an extension of that they will often build or buy their own property to stay when they come.

But as Jamaican property prices have climbed sky-high and economic times have become tougher, the feasibility of buying a second home in Jamaica has receded for many of us. And the second and third generations are less willing to come and live in their grandparents' home, however much they love them. But second and third-generation Jamaicans living abroad often have a strong emotional pull to Jamaica and would happily holiday here if the tourism offer was right.

Jamaica boasts some of the most fabulous high-end properties in the world. They attract wealthy people from all parts of the globe. And it should continue to do that. But there should be an effort to encourage smaller properties and inns to target the diaspora. They actively want to go into the community, mix and mingle. They want somewhere clean where they can enjoy a good Jamaican breakfast and then they would be content to spend their day visiting family and friends, patronising local restaurants, bars, etc.

There are thousands of Diaspora tourists who would return to Jamaica year after year if the product was right. And children brought to Jamaica every year would in turn become loyal customers when the time came for them to bring their family on holiday. Diaspora tourists would also appreciate a more imaginative range of attractions and cultural activity than Jamaica currently offers.

Jamaica should keep, and continue to expand, its traditional market and demographic. But it should also fashion a product for its own diaspora.

Diane Abbott is the British Labour party's shadow public health minister

www.dianeabbott.org.uk