Jamaica

Tourism Minister Says Ian Fleming Int’l Airport Is Powerful Marketing Site for Jamaica

Minister of Tourism, Hon. Edmund Bartlett, says the Ian Fleming International Airport at Boscobel in St. Mary has all the right tools to be a powerful marketing magnate for Jamaica.

Mr. Bartlett, who was speaking to reporters at a recent function at the Moon Palace Hotel in Ocho Rios, St. Ann, said even though the airport is named after a non-Jamaican (late British author Ian Fleming), the massive international name recognition and appeal, especially “when we factor in” the worldwide success of the James Bond movie franchise, justifies the move in going in that direction.

“The renaming and upgrading of what was once the Boscobel Aerodrome to the Ian Fleming International Airport, named after the iconic writer and creator of the successful James Bond movies, can be a huge pull factor for Jamaica,” Mr. Bartlett said.

“Mr. Fleming, who wrote the James Bond novels from his villa in nearby Oracabessa and lived in Jamaica for a significant portion of his life, has strong ties to the area, making the change from Boscobel to Ian Fleming a fitting tribute,” he added.

Mr. Bartlett said that the association with Ian Fleming and the James Bond series brings with it myriad advantages for the tourism sector, arguing that the international recognition and global popularity of the James Bond franchise can serve as a powerful marketing tool for Jamaica, enticing fans of the iconic 007 (moniker for James Bond) spy movies to visit the island and explore the locations that played a part in the creation and filming of the series.

“Also, by association, Jamaica, as the place where the creativity emerged that enabled Mr. Fleming to write 13 James Bond novels, provides a very strong appeal. Importantly also, the market segment to which Jamaica is appealing is one to which the name Ian Fleming would have significant resonance,” he said.

Mr. Bartlett further pointed out that the strategic targeting of the higher end of the leisure market is a critical element of the development and expansion of the tourist industry going forward.

“Our achievement in the mass end of the market has formed the backbone of the tourist industry for many years. However, we recognize that there are other elements of the market that can add significant value if Jamaica is able to attract them to our country,” he said.

Mr. Fleming fell in love with Jamaica on his first visit in 1943.

The Jamaica of the British Author’s time was the playground for the rich and famous. Katherine Hepburn, Noel Coward, Errol Flynn, and others were regular visitors to the island.

Mr. Coward (Mr. Fleming’s neighbor) was the best man at his marriage to Anne Fleming at the town hall in Port Maria, St. Mary.

Mr. Fleming loved Jamaica and for nearly 20 years retreated to the island where he wrote the 12 novels and short stories that feature James Bond.

He died in England on August 12, 1964, and was buried in Kent.

Source — JIS

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 Edited by Jesus Chan

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