New nat’l branding strategy touted to modernise Ja’s global image
Published:Thursday | October 17, 2024 | 12:15 AMJanet Silvera/Senior Gleaner Writer
WESTERN BUREAU:
Prime Minister Andrew Holness says his Government has engaged an international consulting firm to lead a strategic initiative to modernise and reposition Jamaica’s global image.
Speaking at the Sandals Jamaica Love Showcase at the Montego Bay Convention Centre yesterday afternoon, Holness emphasised that while Brand Jamaica remained a globally recognised powerhouse, the time has come for a fresh approach to align the country’s image with its evolving potential.
“We recognise that what is being said about Jamaica, what is known about Jamaica, may not always be accurate,” said Holness. “There are so many other things happening in Jamaica that we need to project into the consciousness of the world.”
The new ‘Nation Branding’ initiative aims to update and elevate Jamaica’s image beyond its traditional tourism offerings of sun, sea, and sand. Holness outlined that the Government is looking to make Jamaica synonymous with qualities like safety, sustainability, and seamless experiences, positioning the island as a modern, forward-thinking destination.
“We want Jamaica to be known for more than just the three Ss. We want Jamaica to be known for security, sustainability, and satisfaction,” the prime minister added. He emphasised that while Jamaica’s natural beauty remained a significant draw for visitors, the nation needs to communicate its progress in areas like infrastructure, safety, and innovation to continue attracting both tourists and investors.
Holness’ speech also touched on broader national development plans aimed at creating a more robust and inclusive economy. He reiterated the Government’s commitment to leveraging tourism as a key driver of economic growth while ensuring that the benefits reach all levels of society.
“Tourism is not just about bringing visitors to our shores,” he said. “The income generated by this industry needs to find its way into the pockets of poor families, helping them grow and develop.”
Infrastructure projects
Holness acknowledged the significant contribution of travel advisers, tourism operators, and airline industry partners present at the event who play a pivotal role in strengthening Jamaica’s tourism industry. He also highlighted that Jamaica’s tourism sector continues to thrive under his administration, with international arrivals and visitor satisfaction at all-time highs.
One of the most significant announcements was the Government’s investment of US$320 million in infrastructure projects, specifically a new roadway system on the southwestern side of the island. This includes the expansion of the highway heading into St Elizabeth, which Holness described as a major step towards developing Jamaica’s south coast for tourism.
The prime minister also revealed that a renowned international architectural firm has been contracted to develop new tourism spaces in Portland and St Thomas. These investments, he explained, will create entirely new dimensions to Jamaica’s tourism offering, opening up untapped regions with high potential for growth.
Holness pointed to Jamaica’s current economic standing as proof of his administration’s sound management, noting that the country is now at near full employment, with an unemployment rate of 4.2 per cent, a significant decrease from previous years. Additionally, Jamaica’s public debt has been reduced without the need for new taxes.
“We are now able to make strategic investments in the financial and economic environment without worrying about the risks that once held us back,” he said. Holness acknowledged the decade of fiscal sacrifice and prudent management that positioned Jamaica for this moment of economic resurgence, allowing the country to move forward with confidence.
The prime minister underscored the importance of maintaining a strong and relevant national brand as Jamaica continues to compete on the global stage. He reiterated the need for strategic and careful branding, noting that the Government’s efforts to modernise Jamaica’s image are designed to ensure that the island remains attractive to a diverse range of visitors and investors.
“Jamaica is strategically instrumental in ensuring that the brand remains a powerful and strong force in the market,” said Holness. “We are at the point where we can turn our full potential into reality.”
His remarks were met with applause from the audience, which included more than 1,000 travel advisers, government ministers, industry leaders, and key partners attending the Sandals Jamaica Love celebration.