Jamaica Trade and Invest utilizes the concept of Nation Branding as a tool for achieving competitive advantage for Jamaica’s products and services. It serves to package and promote Jamaica as a legitimate and respectable business and investment destination.

Business Brand Jamaica captures the essence and dual nature of the great Jamaican people. Creative and supportive with an unyielding, enterprising spirit, we continue to be pioneers, reaching great heights and blazing trails around the world.

The creative and innovative side of the Jamaican people is exemplified by the exotic cuisine, pulsating rhythms, tantalizing designs and indomitable human spirit for which we are internationally renowned.

Our business acumen is another side of Jamaica - lesser known, but just as powerful. We are contemporary, globally connected, and possess an entrepreneurial character which has spawned new businesses and innovations in a variety of commercial endeavours. And we are dedicated, hardworking, supportive, educated, and highly skilled, making our workforce, efficient and productive.

Both sides exist in harmony. Both make us champions in business, culture and sporting arenas.

It is for this reason that Jamaica Trade and Invest has embarked on this business brand building campaign to expand the country’s profile from a primarily leisure-based destination, celebrated for its cultural icons and athletes, to one where business plays an even greater role.