The Government has committed $10 million to initiate and build out a major cultural product, which is intended to enhance the visitor experience through the streamlined infusion of reggae music.
Mr. Bartlett said the concept, dubbed the ‘Tourism Reggae Product’, is intended to facilitate the development and hosting of multiple daily reggae events, particularly in resort areas, targeting visitors to the island who are fans of the genre.
The initiative is a joint effort between the Ministry of Tourism and the Ministry of Culture, Gender, Entertainment, and Sport.
He argued that visitors want consistent entertainment as part of their experience.
“They aren’t coming for an event today and then next week, another event, and then next month, another event. They want to have reggae events like they do with the tango in Buenos Aires [Argentina] or at the Tropicana in Cuba… three, four times a day. So, this [Tourism Reggae] Product will be available to our visitors 24/7,” he said.
Moreover, he said, “Entertainment represents, perhaps, the strongest element of consumption within the visitor’s patterns; and next to food, music, and entertainment is the very next point for which large consumption expenditure is related.”
Furthermore, the Minister projected that over the next ten years, the number of tourists is set to double.
“We are going to have more tourists in the next ten years than we have ever seen in Jamaica. We are now at the edge of five million… so we are going after 10 million visitors. But we are also doubling the number of rooms that we have… because we currently have on track investment of another 25,000 rooms that will be ready within the next ten years”.
Consequently, the Minister said this is expected to create demand for more goods and services, adding that “there is going to be a strong call on the cultural assets of Jamaica, and we must, therefore, invest in it.”
Pollyanna Davy, Readers Bureau, Fellow
Edited by Jesus Chan
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