The strong appeal of Brand Jamaica is drawing more visitors from Latvia and the country should do more to encourage the flow of stopover arrivals from that Baltic state, according to honorary consul for the Republic of Latvia in Jamaica, Robert Scott.

"The cache and mystique of Jamaica is well recognised in Latvia, hence, each year several couples journey to Montego Bay to get married. Travel to Jamaica is on the wish list of many Latvians," Scott disclosed at the recent eighth Latvian Independence Regatta Awards reception at the Royal Yacht Club.

The start of direct flights from Moscow to Montego Bay on September 7 was a significant step in the right direction, Scott explained, adding that much more should be done to strengthen links with the Northern European country, which has a population of 1.9 million.

A direct flight reduces the need for visitors to have to secure a visa for in-transit countries, reduces the stress and discomfort of travel, and makes Jamaica more attractive versus other countries, said Scott, who offered a suggestion on how to make travel to Jamaica even more cost-attractive.

Latvian citizens can travel to Jamaica for 30 days without a visa, providing they show proof of being immunised for rubella, polio and measles. Otherwise, they will have to pay US$100 for the visa at the port of entry. Unfortunately, for a period during the 20th century, Latvian immunisation records have not been properly maintained, and even though persons will attest to having received immunisation, there is no proof, the diplomat pointed out.

So, with the Latvian authorities having supplied documentary proof that the country has been free of these diseases for several years, removal of this requirement will make Jamaica even more attractive and less costly for these visitors to our shores, he said.