Travel agents recognised

Ruddy Mathison, Gleaner Writer

WESTERN BUREAU:

Continuing the month-long recognition of travel agents, the Jamaica Association of Travel Agents honoured 75 agents at a luncheon aboard Royal Caribbean's Oasis of the Seas at the Falmouth cruise-ship pier.

Richard Bourke, president of the Trelawny Chamber of Commerce, in his keynote address, highlighted the importance of travel agents in the travel industry despite increasing online bookings.

"Even with online booking, at the end of the day, the travel-agent industry is very critical in the role of travel. As a result, care should be taken to ensure balance in variety and delivery of product," he said.

Bourke pointed out that there is an increasing trend of larger entities taking over the functions of travel agents.

"Most independent operators are now becoming employees because of this phenomenon."

He said the way to combat this trend is for travel agents to sell vibrant products, know their clients and products, as well as have the ability to match the two features to stay relevant in the industry.

Director General in the Ministry of Tourism Carrole Guntley in her greetings called for a diversification of the travel industry.

Jamaica Association of Travel Agents president, Coral Whittle, forecast greater success in the years ahead and called for more support for local travel agents.

"Support for our local travel agents is support for the Jamaican economy," Whittle noted.