THE EDITOR, Sir:

The JNHT has taken yet another bold step in tackling its mandate.

I wish to bring into focus a dynamic marketing approach being undertaken by the country's sole heritage body, the Jamaica National Heritage Trust in its efforts to further develop Jamaica's heritage product.

Since its establishment in 1958, it was then The Jamaica National Trust Commission, one got a sense that the entity was being given basket to carry water, and I suspect in many respects the same is true today bearing in mind heritage preservation still does not factor as a priority area of national development.

However, I am heartened that the JNHT has taken yet another bold step in tackling its mandate, apparently without creating too much havoc on the national purse, in a manner that seeks to propel the social and economic value of our heritage. The entity is working assiduously to take full advantage of a tourism niche that is directly within its purview, heritage tourism.

The Trust is extending the scope of the cultural programmes it hosts, and is utilising its heritage properties for a number of cultural programmes that forces families, in particular the younger generation, to pay close attention to our history. I wish to also draw the nation's attention to the JNHT website, www.jnht.com, which has been given an overhaul of sorts, and is now attractively exhibiting a far greater expanse of information and photography of our cultural heritage.

These actions emphasise the point that we cannot and should not expect the world to embrace our cultural heritage, if the local population cannot buy into the value of our heritage product. I notice quite a bit of chanting taking place in various circles as it relates to heritage tourism, but very little action to back what is becoming a noisy and confusing chorus.

Please let's stop meandering and get straight to the heart of this critical area of national development. The JNHT is proving that one step at a time can get us to the dance floor in fine style, and I think it only prudent that the entity be publicly recognised for its efforts.

I am, etc.,

JANICE FRANCIS-LINDSAY

Northern Caribbean University

Mandeville