THE CHINESE version of the Jamaica Tourist Board's (JTB) website was launched recently at a reception held at the Shangri-La Hotel in Beijing China. The website, which is written in Mandarin, was developed by Chinese Business Network and may be accessed at www.visitjamaica.com.cn or on the language bar at the top of the JTB's visitjamaica.com website.

Jamaica is the first and only English-speaking Caribbean country to have a website for Chinese travellers. Deputy Director of Tourism, in charge of Marketing, David Shields launched the site in collaboration with Jamaican Ambassador to China, His Excellency, Wayne McCook. Mr. Shields, along with other local tourism interests had gone to China to participate in the World Travel Fair (WTF) in Shanghai from March 30 to April 2 and the Beijing International Travel and Tourism Market (BITTM) from April 2 to 5.

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Jamaica's Ambassador to China, His Excellency Mr. Wayne McCook (centre), Deputy Director of Jamaica Tourist Board, Mr. David Shields (2nd right), Operations Director of China Business Network, Dr. Adam Wu (right), in discussions with two Chinese journalists (on the left) on marketing Jamaica's tourism in China.

He explained that the website was critical to marketing Jamaica as a vacation destination among the Chinese, adding that key travel partners in the Beijing market and members of the Chinese diplomatic community were on hand at the reception to witness the launch. The initiative was well received by the Chinese people and was highlighted on the influential broadcast network, China Central Television (CCTV).

"It is important that we have ease of communication in order to facilitate understanding of our market. The website is a critical component of this and is portal for access to Jamaica's tourism offerings. Though English is widely spoken in China, persons feel more comfortable with information that is in their everyday, native language", the deputy director said.

As such, he pointed out that some Jamaican tourism partners have already identified Chinese language competencies within their organisations to respond to the market needs. Additionally, the University of the West Indies (UWI) is currently offering a course in Mandarin and already a number of persons have received training. The Chancellor of the UWI, Sir George Alleyne was also in attendance at the Beijing event.

Mr. Shields informed that for the first time, Jamaica produced collateral materials such as brochures, pamphlets and posters in Mandarin for the travel shows in Shanghai and Beijing. All materials referred to the new website. "There was a noticeable pique in interest in the collateral materials which enabled efficiency in the sales process as delegates engaged their Chinese counterparts in travel-related discussions", the JTB marketing director observed.

Last year some 750 Chinese visited Jamaica after the island received Approved Destination Status (ADS) in February 2005. The recent initiatives by the JTB and its private sector partners are aimed at capturing a portion of this growing Asian market, which is projected to see some 100 million Chinese travelling across its borders by 2020.