WELCOME TO Jamaica Community Tourism Market Demand Study

Consultancy for Conducting a Market Demand Study for Jamaica’s Community Tourism on Behalf of the Jamaica Tourist Board

Project Outline

The Jamaica Social Investment Fund has contracted the services of an International Consultant Target Euro Srl to complete a Market Demand Study on behalf of the Jamaica Tourism Board for Jamaica’s Community Tourism landscape.

The main objectives are

Undertake a comprehensive analysis on 3 regions (North America, Europe and Latin America and the Caribbean) to identify the size, nature and expectations of the market demand for community-based tourism in the specified markets/regions

Create a profile of the visitor who prefers or considers travelling for Community Tourism Experiences

Identify gaps and opportunities for Community Tourism Experience product enhancement and the new opportunities in line with market needs

Strengthen the capacity of the Jamaica Tourism Board to deliver marketing messages in the appropriate format and across the respective markets

To develop this Market Demand Study, the Target Euro team will implement extensive data collection and analysis to collect information for the following tasks:

  • Assess the specific markets’ propensity to purchase and utilize the products/services offered by the Jamaican Community Tourism ecosystem
  • Create a profile of the visitors best suited for community tourism messaging in each of the identified regions
  • Identify opportunities to connect the identified traveller with Jamaica’s Community Tourism offer
  • Conduct an audit and assessment of existing Community Tourism Enterprises in Jamaica to meet the basic needs of the international travellers

These tasks will be completed through a series of in-person, phone and online surveys and interviews, combined with an online web presence analysis, with

Jamaica CBT/CTE enterprises focused on the demand (qualitative and quantitative) and the offer (qualitative and quantitative)

The international demand market, to understand the size and the activity of competitors, including advertising and distribution and the market related to CBT

The international demand market focused on the profile and needs of CBT visitors

The web, to determine the use of digital and social media tools and analyse the feed-back

This field mission is the first step in this data collection process, and over the next week we will

Survey a range of CBT/CTE businesses by interviewing managers / key staff members

Interview international tourists currently visiting these CBT/CTE

Gain first-hand knowledge of the current Community tourism eco-system in Jamaica

Based on the data results and the profiles for key demand markets willing to travel for Community Based Tourism, the Target Euro team will:

  • Consult with the Jamaica Tourist Board and other relevant agencies and private sector partners to determine how to access the markets and sub-areas identified as holding the best potential for travel for community experiences.
  • Develop draft and Final Report(s) with the findings by research stage. Within each region it is expected that each target area will yield its own visitor profile of persons who have an interest in community experiences, broken down by demographic, psychographic, economic and other relevant characteristics.
  • Carry out a range of training workshops with JTB and other relevant stakeholders to enhance the capacity to deliver on the results of this study