Applications are invited from suitably qualified persons to fill the position of:

DIRECTOR OF TOURISM
(Based in Kingston, Jamaica)

JOB OBJECTIVES:
To provide leadership, direction and management of the Jamaica Tourist Board in order to
ensure the continuous development, expansion and successful marketing of the tourist industry
so that Jamaica enhances its position among the leading tourist destinations in the world.

PRINCIPAL DUTIES AND RESPONSIBILITIES INCLUDE (but are not limited to) THE
FOLLOWING:

Public Relations and Marketing

§ Develop initiatives to cover gaps/weaknesses in the Jamaican product and improve its
effectiveness
§ Develop strategies whereby the quality of visitor experience may be enhanced and the
product on offer may be improved
§ Create vehicles that would assist in the provision of an inviting environment for investors
§ Effect generic destination promotion and special initiatives such as resort and events
marketing
§ Move Jamaica towards becoming a complete, diverse and unique warm weather tourist
destination
§ Facilitate development of the wider tourism product and promote the achievement of rapid
growth based on a sustainable market position
§ Establish monitor and evaluate procedures to assess the effectiveness of the public
relations/marketing programmes assigned
§ Facilitate and maintain the JTB’s developmental role of opening up new markets,
strengthening under-developed markets and supporting those areas of the industry in need of
assistance
§ Initiate promotional programmes, events and activities to encourage cultural and community
networks
§ Produce an annual public relations and marketing plan for presentation to the Board and
coordinate the activities of the advertising agencies secured to ensure successful
implementation
§ Maintain contact and good rapport with stakeholders, e.g. tourist interests in Jamaica,
Caribbean tourism personnel and association, foreign travel agents, advertising agencies and
the international press
§ Establish and maintain key strategic partnerships/relationships with national, regional and
international stakeholders in the tourism, commercial, government and related sectors
§ Position the Jamaica Tourist Board as an enabling force, indispensable in the marketing and
sale of the products of individual businesses in the industry
§ Share in the commitment to formulate appropriate operating policies to establish a sustained
market position by developing an efficient and internationally competitive industry
§ Establish and maintain working relationships with local hospitality industry, local officials,
media and regional tourism organizations
§ Create and sustain a positive image so as to increase visitation and length of stay
§ Research trends to determine the size, growth and needs of the travel industry

Tourism Development (Heritage Assets)

§ Foster a culture of collaboration that would encourage the development of public/private

partnerships so that their combined skills and resources can be harnessed in support of
developing heritage products
§ Embrace the development of heritage assets as a requirement for sustainable development so
that the product reflects the culture and aspirations of the Jamaican people
§ Foster the promotion of areas in which Jamaica enjoys international stature
§ Direct promotional focus towards Jamaica’s unique heritage – diversity of fauna/flora and
their habitats, culture (including the arts), crafts, sporting tradition and social customs,
history and the built heritage
§ Promote the importance of natural, cultural, historic and built heritage of the Jamaican
people, emphasizing what makes Jamaica unique
§ Attend trade and consumer shows locally and internationally to promote tourism as a
representative of the JTB

Management Function

§ Exercise full responsibility for the planning, formulation and execution of programmes and
account for delivery of the programmes involved
§ Plan, organize, direct and control the work of a team of managers
§ Develop new policies and strategies in keeping with current market trends
§ Be predominantly responsible for action taken within agreed or approved budgets, financial,
operational or technical constraints
§ Direct the operations of the Board’s local and overseas offices
§ Develop the Internet as a means of mobilizing travel/trade partners and as a direct sales
channel
§ Ensure that appropriate Human Resource policies and practices exist and are in operation in
the Jamaica Tourist Board
§ Prepare and present the annual budget and ensure continued adherence to the parameters
defined
§ Investigate funding sources for tourism development

KNOWLEDGE, SKILLS AND ABILITIES

§ Knowledge of the broad policy and strategy and the main initiatives and investments required
to help fulfill the potential of the industry
§ Extensive knowledge of the principles, practices and procedures of marketing and public
relations
§ Knowledge of all applicable laws, rules, regulations and policies governing the tourist
industry in general and the JTB in particular
§ Knowledge of current developments in the fields of public relations and marketing
§ Knowledge of the requirements for making press releases with the news media, radio and
television broadcasters and the ability to assemble informative news releases, pamphlets and
brochures
§ Knowledge of the global influences that impact on the industry
§ Excellent working knowledge of Resource Management
§ Excellent interpersonal skills and ability to build mutually productive working relationships
with key players in the industry
§ Excellent verbal, written and personal communication skills
§ Excellent organizational skills
§ Excellent time management skills and the capacity to accurately categorize and act upon
priority matters
§ Extensive knowledge of Administrative and support systems and practices
§ Forward planning and strategic decision making are a key component
§ Ability to motivate and gain maximum cooperation on matters of major importance
§ Ability to establish and maintain effective working relationships
§ Proven expertise in the area of marketing and promotion
§ Ability to meet deadlines and to function under pressure
§ Proficiency in the use of the computer and other standard office machinery

EDUCATIONAL REQUIREMENTS

A University Degree in Marketing, Tourism, Public Relations, Journalism, Communication,

Business or Public Administration or any related discipline is required. Postgraduate work is
desirable.

EXPERIENCE

§ A minimum of ten (10) years’ experience in a tourism related environment with five (5)
years of progressively responsible exposure in advertising or marketing in a public or quasi-
public agency
§ Significant experience in the tourism industry, staff and budget management and marketing
§ Demonstrated experience in developing and implementing innovative
promotion/communication strategies for significant projects
§ Specialized training and experience in the use of computers

DESIRED QUALITIES/ATTRIBUTES

§ Commitment to the mission, goals and expectations of the Jamaica Tourist Board
§ Considerable proficiency in the art of management
§ Exceptional record of research performance and professional and personal achievement
§ Leadership experience in complex environments
§ Strong commitment to the highest levels of openness, character and integrity
§ Outstanding communication skills and the ability to formulate clear organizational goals for
the JTB and its programmes
§ Ability to make timely and difficult decisions
§ Demonstrated ability to develop and motivate an outstanding team
§ Demonstration of a high level of dependability
§ Project a positive image
§ Bring a creative and entrepreneurial approach to problem solving
§ Ability to fulfill important external functions including fundraising, government and
community relations
§ Stamina to cope with pressure, long hours, etc.
§ Be highly confidential, professional, mature and capable of relating appropriately with
individuals of various social backgrounds
§ Versatility and innovativeness

WORKING CONDITIONS

This position operates in a general office setting. Some duties are performed sitting at a desk,
table or workstation, however there is regular requirement for extensive travel, both locally and
overseas. Normal working hours often do not apply to this position as allowance must be made
for the accommodation of meetings and the meeting of deadlines.