Prime Minister Andrew Holness says he wants Jamaica to be known for more than just its beaches and the tropical weather.

According to the Prime Minister, Jamaica is largely recognized for what he called the three S’s: sun, sand and sea.

He believes there are many other attributes that can be used to sell brand Jamaica, such as safety and security, sustainability and seamlessness, as well as service and satisfaction.

He said to bolster this branding, the government has hired an international consulting firm.

He said the government has recognized that many of the things that are being said and known about Jamaica may be dated and not always accurate.

He added that his administration will continue to take Jamaica’s brand, reputation and messaging very seriously.

The Prime Minister also said government is committed to making Jamaica the most seamless place a tourist can visit.

He made the statement at the Sandals all mega Jamaica showcase today.

According to the Prime Minister, several investments have been made to ensure that transportation to the island’s attractions is seamless.

He said the investments will ensure that persons can travel to these attractions and back to their hotels with ease. 

Mr. Holness said steps have also been taken to transform Portland, in particular Port Antonio, into a low density, high value tourism area.