UDC intensifies marketing drive to boost foreign, local visits to Dunn’s River Falls

The Urban Development Corporation (UDC) is seeking to strengthen its strategic marketing of Dunn’s River Falls and Park in St Ann through a multi-channel campaign designed to drive increased visitation, boost domestic tourism participation, and support Jamaica’s continued tourism expansion in key international markets.

The campaign includes a range of targeted advertising placements designed to reach travellers at key moments in their journey. These are intended to position The World Famous Dunn’s River Falls and Park prominently within the travel experience, encouraging visitors to include the attraction as a must-see part of their time in Jamaica.

The initiative forms part of the UDC’s ongoing commitment to supporting Jamaica’s tourism growth and ensuring that one of the island’s most recognised natural attractions remains globally competitive while stimulating broader economic activity in the evolving travel landscape.

“Dunn’s River Falls and Park is a cornerstone of Jamaica’s tourism offering, and it is important that we continue to promote it in a deliberate and sustained way. These expanded marketing efforts are aimed at keeping the attraction visible in key markets, encouraging increased visitation, and supporting the economic activity that flows from a strong tourism sector. This integrated marketing strategy reflects our commitment to modern, data-driven engagement and to ensuring that Dunn’s River Falls and Park delivers long-term value for the destination and the communities it supports,” said UDC General Manager Robert Honeyghan.

In addition to these initiatives, the corporation has expanded its digital outreach through digital engagement aimed at international and domestic audiences.

As one of Jamaica’s premier attractions, Dunn’s River Falls and Park plays a significant role in the local tourism economy. The UDC said it remains committed to strengthening the attraction’s contribution to national tourism growth and economic development through sustained marketing investment and strategic promotion.