Brand Jamaica to get makeover

Prime Minister Andrew Holness has revealed that an international consulting firm has been brought in to revamp Jamaica's brand messaging, ensuring the island stays at the top of the global tourism market.

Speaking at the Sandals Resorts International's Mega Showcase, Holness said the Government's decision is "very strategic and instrumental" in keeping Brand Jamaica strong and relevant.

"The Government realises that we must be very clear about the message surrounding Jamaica... because we recognise that what is being said about Jamaica, what is known about Jamaica, may be dated and may not always be accurate," Holness declared, hinting that the island's image could use a fresh spin.

He also emphasised the importance of delivering a sharp, cohesive message to key players in the tourism industry. "We need to be very clear about what we are saying about ourselves. What are we saying to our friends, the travel advisers, the airlines, the booking agents, the people who come here as our visitors every day?" the prime minister asked the crowd.

Holness' remarks came during Sandals' inaugural 'Jamaica Love' celebration, a grand eight-day affair running from October 13 to 20 at the Montego Bay Convention Centre. Travel advisers and tourism stakeholders are being immersed in the island's culture and tourism offerings, as the resort giant seeks to boost Jamaica's standing as a premier vacation hotspot.

Holness was quick to commend Adam Stewart, executive chairman of Sandals Resorts International, calling Sandals the "best example of Jamaica fulfilling its potential." But the prime minister didn't stop there.

"We still have far more to accomplish. Our friends in the tourism and travel industry are critical partners in achieving these goals. I want to thank you for accepting the invitation to be here today. It means a lot to us."

Meanwhile, US Ambassador to Jamaica, Nick Perry, dropped a bombshell stat-- more than three million Americans visited Jamaica last year! He praised the "warm, enjoyable Jamaican hospitality" and highlighted the strong collaboration between the US and Jamaica, particularly in tourism and safety.

"We robustly support Jamaican institutions that provide services to our tourists and the tourism sector," Perry said, adding that the partnership between the two nations also drives investment, training, and sustainable tourism initiatives. Adam Stewart, ever the showman, couldn't resist pumping up Jamaica's rising star status.

"The Jamaica brand has never been bigger... Jamaica is a rock star; I guarantee you that," Stewart boasted, declaring that Sandals is also a "rock star brand" powered entirely by Caribbean nationals.

Stewart, who was named Ambassador and Special Investment Envoy for Tourism by Holness, pointed out that Jamaica is hitting milestone after milestone. He highlighted the country's ultra-low unemployment rate of 4.5 per cent and the slashed debt-to-GDP ratio, which has been halved in the last 15 years.