The Port Authority of Jamaica (PAJ) has embarked on a series of Familiarisation Trips (Fam Trips) over a six-month period which began in October 2011.

These Fam Trips are primarily aimed at marketing Jamaica's four cruise ports - Montego Bay, Falmouth, Ocho Rios and Portland - to executives of major cruise lines. The Fam Trips will also bolster the Cruise Jamaica brand, under which the PAJ sells and promotes the world-class facilities at our ports and attractive destinations in port towns.

The first of these Fam Trips was hosted October 8-12 with executives from the Norwegian Cruise Line (NCL). NCL has not called on Jamaica for the past three years, but will be doing so during the next two winter tourist seasons, November 2011-March 2013.

Ideal medium

According to William Tatham, vice-president, cruise shipping and marina operations, PAJ, "These Fam Trips will be the ideal medium to showcase our port offerings. It gives us the opportunity to highlight the various features of our ports, while positioning them as both suitable ports of call, as well as home ports."

The Fam Trips allow the PAJ to provide a channel through which executives of the cruise lines can enjoy the actual experience of the Cruise Jamaica brand. It gives them the chance to personally visit the various attractions within the port towns and have first-hand knowledge of the shopping, dining, bar and recreational facilities.

The PAJ is cognisant of the tremendous value cruise shipping has on the Jamaican economy and, therefore, seeks to host this series of Fam Trips as part of an ongoing strategic initiative to increase cruise-ship visitors to the island.

Traditionally, Fam Trips are undertaken with multiple cruise lines simultaneously. However, the PAJ will fete each cruise line individually in order to provide customised services and ensure the best results.