The Editor, Sir:

The term 'Brand Jamaica' has been bandied about by an assortment of politicians and businessmen to reflect product superiority. They feel that such a superior product will invariably sell itself. While this might have been true 40 or 50 years ago, today's reality is quite different.

To many people in the international arena who are the primary target, Brand Jamaica has come to symbolise a country riddled with crime and violence. The country's high murder rate underscores this point. Rather than embracing the brand, people are repulsed by it.

Jamaica has lost its lustre as a potential for foreign investments and as a premier tourist destination. People in business will invest their money only in an environment where they can maximise their return on investment. Employee productivity becomes a key element. Workers are much less productive when they feel that their safety and security in the society is threatened.

Given a choice of two countries with similar physical attributes, tourists will generally choose the country which offers greater security. A friend of mine, who recently vacationed at a villa in Jamaica, remarked that the sound of a dog barking at night sent shivers down her spine. Such sentiment does not bode well for the tourism product.

As Jamaica struggles with a loss of foreign direct investments and a downturn in tourism, the onus on the Jamaican Government is to try to attract Jamaican nationals living abroad. This is particularly true of those in retirement or near retirement age. Many of these people have lots of disposable income and the multiplier effect on the economy could be immediate. Besides, they have acquired talents and skills, which if harnessed properly could significantly contribute to nation building.

The task of attracting Jamaican nationals living abroad should not be too difficult, as many are eager to return home. But they will not return to a country where their safety and security is compromised.

Jamaica has a lot to offer, but crime gets in the way.

I am, etc.,

RANDY VASELLI.

RVasse5@optonline.net

460 Montgomery Avenue

Brooklyn, New York

Via Go-Jamaica