THE EDITOR, Sir:I WAS always concerned about our total dependency on tourism as our main foreign exchange earner as this industry is so fragile. I always wish that we could come up with more ingenious ways of earning foreign exchange or to look to other areas to assist in our sustainable development such as the breathing of new life in our agricultural sector or to find new ways and means to attract investors to our island.
Nevertheless, bearing in mind that we are dependent on the tourism dollar I would like to recommend the following to the Ministry of Tourism:
First, I believe that our advertising scope should be broadened from highlighting our white sand beaches, local attractions, fine foods and friendly people, to educating the local masses as to their role in the tourism sector. How often have you seen or heard an advertisement in any of the media (television, print or radio) talking to the hearts of Jamaicans as to the importance of Tourism to the island?
The whole Tourism machinery at work needs to be more visible in the island and not just internationally.
Secondly, identify those inner-city communities that are negatively impacting on our image internationally through the upsurge in violence and target those areas for training. Areas such as: Mountain View, Grants Pen, Denham Town, Rema, Tivoli, areas in Spanish Town and any other areas that impact negatively.
Collect from the media houses both locally or internationally evidence of all the negative activities that take place in the communities (riots, killings, blocking of roads) and produce a documentary for those communities so that they can see how those activities negatively impact on the country.
After educating the people in these communities, the Tourism Minister should then reach some agreement with the people or representatives of these communities to state that if there are visible or tangible improvements in the image of these communities then the government will agree to spend say 1 per cent of the tourism earnings for the development of these communities.
Thirdly, improve the environment (cleaning of roads etc.,); let there be no blocking of roads and a reduction in violent upsurges.
An agreement to have a mediator from the community and the police force discuss issues in cases where there are disagreement between the police and the communities.
Fourthly, the one per cent could be used for: the repair to roads; improving the environment in the communities; provide school fees or books for the children of these communities; job creation (if possible).
Whatever development is done to improve these communities should be highlighted as being conducted through money earned from the Tourism sector.
My recommendation is that for persons to buy into this agreement, a new community must be identified each year regardless of that community's political connections. If the Government buys into this recommendation I suggest that they start with a community that is not affiliated to its party.
I am, etc.,
CHRISTINE STEWART-NEMBHARD
csn64@hotmail.com
Although these communities are nowhere near the tourism capitals we all know that the tourism capitals stand not by themselves.
I am, etc.,
CHRISTINE STEWART-NEMBHARD
csn64@hotmail.com
