More to tourism than meets the eye

Lance Neita, Contributor

"As I was passing someone's desk this morning, I heard the remark, 'that's not my job'. I would just like everyone in this office to know that if everybody was to do just their job, then we would not be the most dynamic, successful, overworked, efficient and swinging organisation in the entire hemisphere.

"Doing one's own job is very simple. Anyone can do that. Doing more than one's own job is damned difficult. And that is what I expect from everyone in this organisation."

The memo was from John Pringle, director of tourism, April 1966. It has been kept as a souvenir for over 40 years by almost everyone who worked for the Jamaica Tourist Board (JTB) in those glory days of tourism, when he led the industry to commanding heights.

I joined the public relations department of the JTB in August 1967, just three months after Pringle demitted office.

First-rate standards

My first contact with this icon was in 1966 when, fresh from the country and the Jamaica Library Service, I was ushered into his office for a job interview. I was making good weather until the great man asked me what kind of salary I was expecting. I timidly mumbled the low-level parochial salary scale that I was earning. It was enough to make Pringle lose all interest as, obviously, he was dealing with a man who had no self worth. Argument done, and I was politely shown the door. It was several months later, and probably through some office slip-up which mislaid the files, that I was called by Fred Wilmot, then director of public relations, to the starting gate at 78 Harbour Street.

John Pringle had no time for second-rate stuff. His 1966 memo to his office staff illustrates the tone he set of constant challenge and motivation to his employees to do their utmost best. His quick dismissal of my bumbling efforts trying to convince him that I could be a member of his fast-paced team illustrates the larger-than-life perspective and expectations that he had for those who wanted to be part of his dynamic organisation. His infectious enthusiasm and dedication is mirrored in the present-day efforts of Tourism Minister Ed Bartlett to keep Jamaica ahead of the rest.

That's the stuff of which tourism is made. It is a most exciting industry and serves Jamaica well. The dynamics of running the industry have changed considerably since the 1960s. But underlying all the marketing, statistics, research, competition, strategies and politics, there has to be a passion so well represented by Bartlett's approach to the task.

Tourism is full of life and style and humour.

I had the good fortune to work during an era when hundreds of travel writers and editors, internationally known photographers, major television stations, and independent networks were encouraged to come to Jamaica.

Interesting people

Young project officers like myself had the privilege of meeting and working with some of the most interesting people. Such heady stuff demanded a cool and clear mind under trying conditions, many times tested by the eccentricities of the rich and famous.

On one occasion, the travel editor for one of Britain's leading financial papers who was in my care faked a bout of Alzheimer's, lest he be summoned home, when he disgraced himself at dinner after too many rounds of Jamaica's finest. At another time, Charlton Heston and his family, after a visit to Port Royal to observe the archaeological dives being conducted by famed diver Bob Marx, were refused boarding passes back to Montego Bay by a Jamaica Air taxi front desk clerk. When I whispered to her that this was the Charlton Heston, she looked up, stared at him, and fell into a dead faint.

Producing the famous 'girl in a wet T-shirt' for an advertising campaign turned out to be one of the JTB's most memorable posters. The shot took three days and was done at the Frenchman's Cove beach in Port Antonio, for those who would like to know.

Tourism can be glamorous and exciting, but as Mr Bartlett will tell you, it is also a hard and exacting job. He is setting a hot pace, and will be a hard act to follow.

Comments to columns@gleanerjm.com or lanceneita@hotmail.com.