PATRICK BECKFORD, the chairman of the northeast region of Jamaica Diaspora in the United States, has criticised the Ministry of Tourism for its approach in the marketing of the country.
Beckford, who said the campaign to woo tourists to the island’s shores was too skewed to non-natives, argued that enough was not being done to reach out to expatriate Jamaicans.
“The time is now to rebrand tourism,” Beckford told The Gleaner.
He cited the staging of Champs 100 – the centenary celebration of Jamaica’s most popular athletics even – in April as an example of bad marketing.
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