22 July 2011 -
Jamaica's Tourism Minister, Edmund Bartlett, is embracing a tourism plan for the island that offers several distinct, focused tourism packages, such as sports tourism and faith-based tourism. But toursim officials like Bartlett are being criticized for pushing this approach, as opposed to a more holistic marketing strategy.
Dr. Janice Lindsay, a world heritage scholar, said she thinks marketing the culture of Jamaica as a whole, rather than breaking down its tourist-attracting potential into specific areas of interest, would be a better approach. She says Jamaica should draw tourists' attention to the overall cultural heritage of the island. She argues that the fragmented approach to tourism is not only unnecessary - especially because Jamaican culture in general holds a great deal of appeal worldwide - but more expensive.
See the original article, on jamaicaobserver.com's news website, here.