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Dealing With the New Us Travel Initiative

The paramountcy of security considerations inget travellers to acquire passports. The
air travel is, for Americans, something thatchallenge that has been presented will, I am
has been non negotiable since terroristssure, open up opportunities for even more
slammed commercial aircraft into the Twincreative means to promote our destinations,
Towers on September 11, 2001. If there wereand in the process, sensitise potential
any likelihood of a lessening of intensevisitors about the new requirement. As of
feeling about air travel security, this wasnow, hoteliers, tourist boards, airlines,
blown away by the recent plot unearthed intravel agents and tour operators have been
London against transatlantic flights to therunning infomercials, but there needs to be a
USA.heightening of awareness as the deadline
approaches.
This is the context in which we must view the
decision last week by the US lawmakers toThe Caribbean has been benefiting from the
reaffirm the deadline for the coming intofear of terrorism in certain parts of the
effect of the Western Hemisphere Travelworld since 9/11, and is generally seen as a
Initiative. Under this measure, US citizensrelatively safe area for travel.
will be required to have passports in orderConsequently, visitor arrivals in this region
to return home by air from trips to thehave recovered quickly and we are now
Caribbean, Mexico and Canada. Having agreedenjoying real growth. This is even truer for
to extend the previous deadline for itsthe cruise business, with the Caribbean
introduction from January 2006 to Januarybecoming dominant in that business. Jamaica
2007, US lawmakers were in no mood for ahas done better than the average in the
further  extension.growth of stopover visitor arrivals, as well
as in cruise passengers. For the current
But while insisting on the passportcalendar year, we have indeed been
requirements for air travel beginning inexperiencing accelerated growth rates in both
January 2007, the lawmakers, apparently atareas.
the last minute, entertained lobbying efforts
by the cruise-ship industry to postpone theWhile the cruise side of our business will be
application of the requirement to cruisefurther enhanced by the extended grace period
travellers until June 2009. This is prettygranted to it, there are justifiable fears
much in line with the treatment accordedamong the hoteliers that this may be partly
border crossings by land in respect of Mexicoat the expense of land-based tourism. With a
and Canada. Clearly, trans border crossingsprojected 1.2 million stopover visitors from
and ocean travel are viewed by the Americansthe USA this year and on the basis of the
as being of lesser ranking in terms ofcurrent level of such visitors who travel on
security  risks  than  is  air  travel.documents other than passports, there is
substantial work to be done by Jamaica in
Notwithstanding the lobbying efforts thatparticular, to mitigate the potential damage
must be continued at the highest politicalof the bias towards the cruise business. This
levels for similar treatment to the cruisework will not be made easy by any lethargy by
business, it is critical that the keyAmerican travellers towards acquiring
stakeholders of the regional tourist industrypassports.
intensify their campaigns in US markets to



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