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Cabinet has approved the provision of an additional US$10 million to boost the Jamaica Tourist Board’s (JTB) budget to execute an integrated marketing and sales plan over the next nine months.
“The strategy devised by the JTB. will involve an integrated approach of sales, marketing, promotions, events, social media, and an effective public relations programme to add value to the work already being done,” informed Minister with responsibility for Information, Telecommunications and Special Projects, Hon. Daryl Vaz.
Minister Vaz, who was addressing Wednesday’s (June 16) post-Cabinet press briefing at Jamaica House, said that the initiative was aimed at restoring confidence in the country as a tourist destination, in the aftermath of the West Kingston unrest.
He noted that the turmoil, which received some negative international media coverage, has caused some damage to the Jamaica brand globally.
Travel alerts and security advisories were issued for citizens in the key United States, Canada and the United Kingdom markets, while several events and activities were postponed locally.
Tourism Minister, Hon. Edmund Bartlett, has said that Jamaica stood to lose up to US$350 million consequent on the unrest, and cited a need to move, post-haste, to effect damage control and repair Jamaica’s image in the premium North American and European markets, as well as those emerging markets.