Jamaica’s Ministry of Tourism through the Tourism Enhancement Fund (TEF) is embarking on initiatives to broaden the scope of the Jamaica Blue Mountain Coffee Festival.
At the recent seventh installment of the festival in Newcastle, St. Andrew, Minister of Tourism Edmund Bartlett shared insights with JIS News regarding plans for expansion.
Discussions have revolved around extending the festival to various locales across Jamaica, indicating a desire to diversify its reach.
Private sector collaboration
Bartlett emphasized the need for increased involvement from the private sector to infuse the festival with fresh vigor and extend its influence beyond the confines of Newcastle.
Expressing intentions to engage in discussions throughout the year and beyond, Bartlett outlined aspirations to introduce the festival to Mandeville, Montego Bay, Port Antonio, and other areas across the island.
TEF’s role in festival development
Highlighting the instrumental role played by the Ministry of Tourism and TEF in fortifying the festival, Bartlett underscored their commitment to fostering its growth and expansion.
While the Ministry does not directly oversee the management of Jamaica’s coffee industry, it provides invaluable marketing platforms through events like the Jamaica Blue Mountain Coffee Festival.
Marketing opportunities
Bartlett emphasized the importance of strategic marketing endeavors in bolstering the profile of Jamaica’s coffee industry.
Leveraging festivals like this, the Ministry endeavors to amplify the brand’s presence and cultivate broader public awareness regarding Jamaica’s renowned coffee.
By disseminating compelling content and attracting visitors to experience the product firsthand, the Ministry aims to reinforce Jamaica’s standing as a premier coffee destination.
This year’s edition of the Coffee Festival witnessed active participation from 59 booth holders, offering them a platform to showcase and retail their diverse array of products.
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