Renaming the brand
published: Friday | January 31, 2003
THE EDITOR, Sir:
Despite being rated as the number one destination of choice for vacation, word from the movers and shakers within the sector is that the country, and inevitably our tourism product, continue to struggle with a negative image in the overseas market place. Whilst I make no attempt to explain this paradox, there is a solution which, in my opinion, is one that can be explored by Tourism Minister Aloun N'Dombet Assamba and her team, especially since it has worked for other countries with greater depravity than Jamaica. Instead of marketing 'Jamaica' as the tourism product, why not brand destinations such as Negril and Ocho Rios for example, and market them separately?
This concept was explored at length by Carey Wallace in his article entitled "A prosperous Jamaica", in The Sunday Gleaner issue of December 22, 2002. According to Mr. Wallace, "Negril, the Caribbean" would have more potential than "Jamaica, the Caribbean", especially in light of the upheaval in crime and social unrest which seem to be never-ending, and which contribute to any decision by visitors as well as Jamaicans living overseas to travel here.
Outside of us attempting island-wide exorcism, the allocation of the taxpayer's dollar on a diversified tourism product, a 'new brand', may be just the solution for the fragile tourism sector.
