Carnival drums up economy
Carnival is being hailed as major fillip to Jamaica’s economy and Tourism Minister Edmund Bartlett is hoping it will be expanded to other sections of the island.
Bartlett was speaking with Jamaica Observer yesterday, a day after the season culminated with a massive road march throughout the Corporate Area.
“Carnival has become a product that we are marketing within the framework of entertainment and culture… We want to work with the mas bands to create a wider spread to areas like Ocho Rios and MoBay… We want it to get into more areas,” he told the Observer.
According to data from the Ministry of Tourism, 51,384 visitors arrived in the island in the first week of April, ahead of the island’s carnival kick-off.
The figure represents an uptick of 12.4 per cent over the corresponding period last year.
“This is the best we’ve done in the first week of April and this comes on the heels of a record-breaking March. So now we’re on track,” said Bartlett.
While the minister could not immediately say how much money was injected into the Corporate Area’s economy, he asserted it had a trickle down effect.
“There was a spread of economic activity… hotels were full, restaurants did thriving business, the jerk man and taxi men all benefited. So it has multiplier effect on the economies of Kingston and Ocho Rios,” he said. “What is an important element is that the money goes directly to the people.”
On Sunday, Jamaica’s three major carnival bands — Xodus, Xaymaca International and Bacchanal Jamaica — boasted thousands of costumed revellers, many of whom flew into the island for the occasion.
Michael Ammar Jr, principal of 19-year-old Bacchanal Jamaica, said at least half of his revellers were from overseas.
“They came from Australia, Romania, Switzerland, Cayman Islands, Haiti, Dom Rep, Panama, Colombia, Trinidad, Barbados, St Lucia, Italy, Spain, Canada and all over the US. It was a diverse group. They all said they heard about carnival in Jamaica and all spoke of the value and vibe… A lot of them talked about how friendly Jamaicans were and that they fit in nicely. And that was a rewarding feeling,” he said.
Kamal Bankay, a director of Dream Entertainment — organisers of Xodus — said his company used its wide database to tap into the overseas market.
“We were able to do that easily… The information was presented to them in a palatable way,” he said.
An Xodus reveller, Vanessa Jenoveic from Frankfurt, Germany, said she was a first-time visitor to Jamaica and learned of the carnival from friends. She made the trek alone.
“Carnival in Jamaica is a marketable product on the calendar of events that attracts thousands of visitors to our island. This is why we have invested so heavily in the event and increased promotion globally through the Jamaica Tourist Board,” Bartlett added.
The Ministry of Tourism acquired the brand Carnival in Jamaica last year. This is in keeping with its mandate to enhance seasonal events, including carnival, through its Tourism Linkages Network.