Wed | Sep 20, 2017

Beckford launches book on sport and tourism

Published:Saturday | December 31, 2016 | 12:00 AMRachid Parchment
Carole Beckford signing a copy of her book at Jamaica Promotions head office on Thursday evening.
1
2

Carole Beckford has written a new book to showcase the potential of Jamaica as an opportunity for business and sports tourism.

The book, titled Jamaica Is In - Sport and Tourism, is Beckford's second and was launched on Thursday night at an official book signing held at Jamaica Promotions Corporation (JAMPRO) on Trafalgar Road. The function was attended by various leading figures in sports, business and tourism.

Beckford said that she had been working on the book for eight years.

"The motivation to write the book was really to ensure that Jamaica and the Caribbean can capitalise on sports tourism - a very important aspect of our economic development," she said. "I think, over the years, we have depended on talent, but I think there's actually a business model that we can use and I think this book kind of chronicles some ideas that people can put to good use."

Beckford said that it was not difficult to publish because of her years of experience working in sport. This includes her time spent as a sports publicist, broadcaster, writer, blogger and lecturer.

"The book says to me that the door is open for business to happen in sport in Jamaica," Dahlia Harris, Beckford's friend and master of ceremonies at the launch, said.

Milton Samuda, past chairman of JAMPRO, is one of the book's endorsers. He says that the book brings attention to the importance of branding in sports.

BRANDING OF SPORTS

"This book says the business of and the branding of sports and also the branding of individual sportsmen and sportswomen is something we need to pay attention to," he said.

Beckford said that an online version will be released next month and her aim for both formats is to reach not only local readers but also members of the Jamaican diaspora.

"From the first one, I think I've done pretty well in terms of schools and colleges, centrally into the diaspora areas: New York, Miami, around the Caribbean, and so on," she said.

Beckford said this is not her last publication as she will be working on a third book in the future, but she would not give any hints, except to say 'it will be about sports, but I won't tell you what about sports'.