TALKING POINTS FOR MINISTER OF TOURISM, HON. EDMUND BARTLETT AT THE OFFICIAL LAUNCH OF REGGAE SUMFEST WEDNESDAY, JUNE 15, 2016

• Reggae Sumfest is major event on the international music calendar.
• That this event is in its 24^th year is proof that it is one of the world’s premier music festivals.
• The Jamaica Tourist Board (JTB) estimates 6,000 visitors come to the island for the festival each year.
• It has significantly enhanced Jamaica’s international profile as more and more reggae music fans converge on Montego Bay to enjoy great music in a remarkable destination.
• Reggae music and culture have developed a global appeal from the great works of legendary artistes such as Bob Marley, Peter Tosh, Bunny Wailer, Toots & the Maytals to the more current stars Taurus Riley, Damian ‘Jnr. Gong’ Marley and Shaggy.  All of whom have helped build global awareness of brand Jamaica.
• However, we are all aware that reggae and dancehall are more than music; they reflect the heart of the rich cultural heritage of Jamaica.  This is why this indigenous music, our heritage, is such an integral part of our tourism product.
• The Five Pillars - Form the blue print to achieve sustainable growth in the tourism sector.
  • New markets
  • New products
  • New investments
  • New partnerships, and
  • Human capital renewal
• Underscoring these five pillars of growth, are five networks:
  • Gastronomy
  • Sports and Entertainment
  • Health and Wellness
  • Shopping, and
  • Knowledge

• Entertainment Tourism has tremendous potential and is a key element of our growth strategy.  For all the reasons I stated previously Jamaica is a natural for an enhanced entertainment tourism product.
• In the spirit of joined up government we will be working closely with my colleague Minister Olivia ‘Babsy’ Grange and her team in better developing the product.
• Other strategies:
  • Upgrading venues
  • Coordination of established activities/events for the Tourism Calendar
  • Promotion of festivals, etc.
  • Promotion of Jamaica as an entertainment destination
  • Greater collaboration with event promoters and venue managers to package and promote local music events, festivals and live shows to combat seasonality.
     
• Reggae Sumfest provides this perfect synergy between music and tourism and I commend Robert Russell and his team for their great work in organizing this unparalleled music event year after year.
• I wish you a successful staging this year and for many years to come.

Thank you.