Former Air Jamaica administrator wants greater recognition of diaspora leisure market

WESTERN BUREAU:

FORMER AIR Jamaica administrator and longstanding community advocate Kay Chang has called for greater recognition of the diaspora leisure market, saying its untapped potential and historical significance would be a great asset to have.

Chang, who was speaking at a dinner hosted for the ‘Back to Jamaica Homecoming Tour’, an annual initiative led by Florida-based Jamaican radio personality and publisher Dr Bevan ‘Duke of Earle’ Earle, reflected on her tenure at Air Jamaica and the visionary leadership of Gordon ‘Butch’ Stewart, who redefined the airline’s relationship with the Jamaican diaspora.

“When Mr Stewart took over the airline, he said anywhere there was a strong contingent of Jamaicans, Air Jamaica would fly,” recalled Chang. “That was his commitment, and he didn’t just say it; he did it.”

She further noted that Stewart recognised the limitless potential of global tourism, particularly among Jamaicans abroad, which was testimony to the large group of Jamaicans who came home for a week-long vacation from September 11 to 15 at Sandals Royal Caribbean.

“What he said then is that Jamaicans will always go home, and we need to make sure that they understand their importance to the airline,” stated Chang, in noting that a department dedicated to the Jamaican community was established to serve this market directly.

For a decade, the Gordon Stewart-led Air Jamaica Acquisition Group controlled the national carrier, following a US$26.5 million investment in 1994. Under its stewardship, Air Jamaica rebounded from financial distress, transporting 69 per cent of all passengers to the island and accounting for more than half of its tourist arrivals.

Chang, who was among more than 130 members of the Jamaican diaspora from South Florida who returned home for a holiday at Sandals Royal Caribbean during the 26th annual Homecoming Tour, commended Sandals Resorts for their continued commitment to the diaspora.

In noting that other hotels had initially declined to participate in early efforts to attract Jamaican leisure travellers, Chang urged the Jamaica Tourist Board (JTB) to do more to engage the diaspora as a strategic market.

“Sandals has remained that choice, offering us the same standard of service as any other leisure market,” she said. “The JTB did not see us as tourists, only as people going home. But we are a market; more than two million of us live overseas, and we must be engaged just like any other.”

“Mr Stewart welcomed us, and Sandals treated us with the same service as any other guest. That was revolutionary,” she added.