The launch, which took place at Sandals Royal Caribbean Hotel in Montego Bay, will see a major push being made towards attracting international visitors to the island, as well as encouraging Jamaicans to support local entertainment activities across the country.
“We have taken all of our events that are going on during these 90 days of summer and packaged them in a way that it is easy to sell. From the festivals to culinary activities, sporting activities and fashion shows… For years, people see Jamaica as a place they can escape for the winter so we are now pushing to promote Jamaica as a place where they can go and enjoy themselves during the summer,” the Minister said.
He informed that the initiative is being spearheaded by the Entertainment Board, and is a concept on which work started over a year ago. He said that the response from the stakeholders has been very encouraging.
“Once they (the stakeholders) are participating in these activities, it earns more for Jamaica which is the bottom line. We want to constantly increase the number of visitors but we also want to increase the spend of each visitor,” he pointed out.