Lionel Messi, one of the world's most popular footballers, in action at the National Stadium on Thursday. (Photo: Garfield Robinson)
Massive Messi boost for sports tourism, says Seiveright
MONTEGO BAY, St James — The Ministry of Tourism is reporting that Jamaica reaped strong economic benefits from the surge of people who attended the Concacaf Champions Cup Round of 16 second-leg clash between Lionel Messi’s Inter Miami and Jamaica Premier League champions Cavalier at the National Stadium last Thursday.
According to minister of state in the ministry Delano Seiveright, the game, which attracted bumper attendance, was a groundbreaking moment for Jamaica and underscored the potential of sports tourism.
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“The massive turnout of local and international fans created an electrifying atmosphere that showcased our island as a world-class destination for major sporting events. Beyond the excitement on the field, this match provided a tremendous economic boost, benefiting hotels, Airbnbs, restaurants, bars, attractions, ground transportation operators, and vendors, who all capitalised on the surge of visitors,” Seiveright told the Jamaica Observer.
“This reinforces the critical role that sports tourism plays in stimulating business activity, job creation, and economic growth, positioning Jamaica as a top-tier hub for global events,” added Seiveright as he pointed to the extensive international media exposure Jamaica received from the game which featured the Argentine footballer who has captured a record eight Ballon d’Or awards as the world’s top male player and who led his country to the 2022 FIFA World Cup title.
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“Global news outlets, sports networks, and digital platforms featured widespread coverage, with Messi’s presence ensuring that Jamaica remained in the international spotlight.
“This level of global attention is invaluable in strengthening Brand Jamaica — solidifying our country’s reputation as a premier destination for sports, entertainment, and tourism,” said Seiveright.
He argued that the tourism ministry’s efforts to increase visitor arrivals from Latin America could be shored up by Messi’s immense popularity in the region.
“It also aligns perfectly with our ongoing efforts to expand our reach in Latin America — a key market where Messi’s influence is particularly strong. By leveraging this exposure we can further drive visitor arrivals, strengthen our tourism product, and enhance Jamaica’s appeal on the world stage,” Seiveright said.
Jamaica Tourist Board (JTB) data show that for 2023 the island welcomed 31,152 stopover visitors from Latin America, compared to 22,304 in 2022, an increase of 39.7 per cent.
However, the 2023 arrivals were 19.9 per cent lower than in 2019 when the highest number of 38,885 arrivals was recorded, the JTB said, but pointed out that “Latin America continues to be a market which holds much potential for Jamaica”.
Seiveright, who was recently appointed to the Senate and on Monday sworn in as state minister for tourism, commend all stakeholders involved in making the Concacaf event “a phenomenal success” and said the island’s tourism authorities were looking forward to “building on this momentum for even greater opportunities ahead”.
Messi, one of the most popular footballers in the world, scored as Inter Miami eased into the quarter-finals of the Concacaf Champions Cup with a 2-0 win over Cavalier, booking a place in the semi-finals with a 4-0 aggregate win.
Messi, who had been rested for Miami’s last three games, including the first leg against Cavalier, started on the bench but came on in the 53rd minute, to the delight of the crowd at the National Stadium.
