Entered by Jamaica Social Investment Fund (JSIF)

Jamaica’s place brand is globally known for sun, sand, and sea, but behind the famous resort image lies a strategic challenge: ensuring tourism benefits reach local communities and foster sustainable growth.

The long-term vision for Jamaica’s brand has evolved to celebrate authentic culture and community as core to national identity, while balancing the needs of environment, citizens, businesses, and visitors. The Government’s Revised Community Tourism Policy encapsulates this, aiming for an equitable, inclusive sector where “every Jamaican will have the opportunity to benefit from tourism.”