The Jamaica Ministry of Tourism has vowed to use Carnival in Jamaica as the overarching brand to promote the carnival experience to visitors and locals alike through the aggressive marketing support from its agency, the Jamaica Tourist Board.

Preparations are in top gear ahead of the inaugural staging of Carnival in Jamaica, which was recently launched at the Jamaica Pegasus Hotel, New Kingston. The initiative is a project of the Sports and Entertainment Network of the Ministry of Tourism’s Linkages Network and has facilitated the developers and organizers of many of the biggest local carnival bands, brands and events to provide a well-packaged entertainment offering.

“It is our intention to make Carnival in Jamaica a national product that our visitors can look forward to experiencing each year. So, this will become an annual undertaking which will transform the carnival experience locally. It is our aim to have Carnival in Jamaica become on par with or even better than carnival in our sister Caribbean island of Trinidad, Mardi Gras in New Orleans, Notting Hill in London or any of the other big carnivals in major capitals of the world,” said Minister of Tourism, Hon. Edmund Bartlett.

While the Ministry of Tourism is leading the initiative in partnership with the Ministry of Culture, Gender, Entertainment and Sports, the Chairman of the Sports and Entertainment Network, Kamal Bankay, was quick to highlight that the event has received much support from key partners to ensure its success.

“I truly believe that Carnival in Jamaica is a powerful initiative as it has brought together all the Carnival bands for the first time to work together to create the biggest and best carnival experience Jamaica has ever seen. We are very grateful for the support received from all our partners, such as the Ministry of Local Government and Community Development, the Mayor of Kingston and the NSWMA to facilitate City Branding reflective of the personality and identity of Kingston for promotional activities,” said Bankay.

The Network is also working closely with the Norman Manley International Airport (NMIA) and VIP Attractions to curate an exciting Carnival in Jamaica display inside the Arrivals/Immigration Hall to increase visitor interest in Carnival upon arrival at the NMIA and Sangster International Airport. Partnerships have also been forged with the Ministry of National Security to ensure a heightened security presence for traffic control and protecting pedestrians.

“As an island destination, we must unearth and develop the various musical experiences that make the visitors want to travel to the island to enjoy themselves and spend while doing so. That is why the Ministry of Tourism has been supporting events such as Reggae Sumfest, Rebel Salute and other reggae productions…that is also the reason why we have developed Carnival in Jamaica,” said Bartlett.

Carnival in Jamaica will be used as the umbrella brand for all carnival activities during the peak period of April 14 to 24, this year, making it a national product.