US$10 million to repair Jamaica’s image
The tourism ministry will be rolling out a US$10million marketing programme today to help to restore the brand ‘Jamaica’.
The programme will last for nine months.
Initial reports indicate that the tourist industry has been severely impacted by the international press coverage of the west Kingston incursion two weeks ago.
According to the tourism ministry, preliminary losses have been put at US$350 million.
The tourism minister, Ed Bartlett, says the Tourism Enhancement Fund (TEF) will provide the US$10 million for the marketing programme.
Mr Bartlett says industry stakeholders will also provide support for the programme, which will target the United States, Canada and England.
The president of the Jamaica Hotel and Tourist Association (JHTA), Wayne Cummings, says the Government’s support in repairing Jamaica’s image is crucial.
According to Mr Cummings, there has been a definite slow down in forward-bookings and the marketing programme should help to reverse this.
For the first three months of this year, stopover tourist arrivals increased by 9.2 per cent and remittance inflows by 9.7 per cent.