While in the United States watching Barack Hussein Obama's inauguration, I saw an advertisement promoting one of Jamaica's major tourist chains. It showed only non-black tourists with black individuals as 'servers' i.e. jelly cutters, waiters etc.

My host, in bewilderment, asked if Jamaica genuinely welcomed black tourists. This type of advertisement is typical among major Jamaican tourist players, and is common in the print and electronic media.

My host's comments embarrassed me, as this is a phenomenon which has remained unchanged throughout the years. It is no secret that in times past, black tourists were not welcome in some establishments, to the extent that even black hotel workers were hostile to black tourists.

Important market

This is most regrettable, in that Jamaica is not taking advantage of a very important market. In the US alone, this market represents 39 million black individuals. Our tourist interests spend millions of dollars trying to attract tourists from Germany, China, Japan, the UK, France, etc. They, however, choose to ignore a ready and very important market segment in the USA. Why? I think most Jamaicans know the answer.

Black Americans who visited Jamaica, including Dr Martin Luther King Jr, have had a very favourable impression of us. Many feel more at home here than in their native land. This should be exploited to our advantage. At a time when the USA (the home of the KKK, Jim Crow and rednecks) can elect a non-white president, we find we are still living with colonial attitudes. Are they afraid that black tourists will impact negatively on their business? Our minister of tourism should actively explore the black tourist market in the US and elsewhere. When the entire world is in recession, every tourist to Jamaica should be welcomed.

I am, etc.,

GARTH MARTIN

gemblocks@cwjamaica.com

Kingston