Decision on Jamaica's rebranding budget soon
Published:Friday | July 16, 2010 | 12:00 AM
Edmond Campbell, Senior Staff Reporter
THE COUNTRY will know shortly whether the Ministry of Finance and the Public Service can afford the hefty US$10 million budget that tourism officials requested to rebrand Jamaica in the wake of the massive fallout from the Christopher 'Dudus' Coke extradition affair.
Deputy Financial Secretary in the Ministry of Finance Annmarie Rhoden indicated on Wednesday that the ministry had not given a formal undertaking to fund the exercise to rebuild the country's tattered image.
The tourism sector suffered a significant setback in May, following the incursion by the security forces in Tivoli Gardens where they clashed with gunmen, resulting in the deaths of more than 70 persons. At least one member of the security forces was killed in the raid.
Jamaica's main tourist markets such as Canada, the United States and the United Kingdom had issued travel advisories which impacted negatively on the tourism sector.
Despite Cabinet approval of US$10 million for a rebranding of the tourism product, the finance ministry had not formally signed off on the request.
Yesterday, Rhoden told Parliament's Public Administration and Appro-priations Committee (PAAC) that the ministry was reviewing the out-turn for the June quarter and would shortly be able to determine whether the funds were available.
"We have not yet issued the formal approval. We are reviewing and we will advise shortly," Rhoden stressed.
Possible source
The deputy financial secretary had earlier advised the committee that finance had indicated that the money could be sourced from the Tourism Enhancement Fund (TEF).
However, she pointed out that there would be implications for the TEF in terms of targets set under Jamaica's standby arrangement with the International Monetary Fund (IMF).
Director General in the Ministry of Tourism Carole Guntley told the PAAC that the ministry had intended to unveil a US$9.8 million marketing programme.
Dubbed: 'Brand Jamaica - restoration of Jamaica's tourism growth 2010/2011' the effort involves the development of a marketing plan to rebuild the tourism product.
According to Guntley, the programme will involve advertising, sales blitz and public relations. The ministry will also use social websites such as Facebook and Twitter as it reshapes Jamaica's image.
She said tourism markets in Canada, Europe and the United States would be targeted as part of the rebranding programme.