Eight months after marketing specialist Zachary Harding was seconded from the Wisynco Group to the Ministry of Tourism as a consultant, he is to be appointed deputy director of tourism with responsibility for niche markets, cruise shipping, attractions, events and marine projects.

Tourism Minister Ed Bartlett Tuesday confirmed Harding’s impending appointment, which is to be announced by the Jamaica Tourist Board (JTB).

“The appointment of Zachary to the JTB as deputy director of tourism is a significant strategic move designed to position Jamaica’s product diversification strategy,” Bartlett told the Observer. “He will help to create for Destination Jamaica, an experience for every visitor type. There is now a demand for a value-added experience away from the conventional sun, sea and sand fare we have served up in the past. We will be looking to implement more concerted niche marketing efforts, and in that respect Zachary will help us put more heads to beds.”

Harding will join the JTB’s other deputy directors – David Shields, who has overall responsibility for marketing, and Donnie Dawson, who is responsible for the North American market. His appointment is aimed at bolstering Shields’ and Dawson’s functions by creating a wide-ranging ambit that reflects the wider demands placed on a growing sophisticated, multi-layered tourism product.

When the Observer contacted Harding Tuesday night, he said he was looking forward to his new role.

“The outlook for Jamaican tourism is great, and we have a very strong brand,” he said. “Our tourism product is no longer just about the all-inclusive concept and sun, sand and sea. We don’t want to be commoditised like many other destinations. We will continue to leverage the Jamaica brand assets and that will be a major part of my new role. I am looking forward to this new appointment and will serve

my country to the best of my ability.”

In October last year, Harding was seconded from his duties as director of marketing at the Wisynco Group where he had responsibility for over 50 brands. For the last eight months he has been working with Jamaica Trade and Invest and the JTB in an effort to further enhance Jamaica’s tourism product.

Harding, 34, was a former member of the Business Development team at GraceKennedy Remittance Services, before joining Red Stripe as a conversion development manager, where he had responsibility for developing, co-ordinating and implementing activities and promotions for Red Stripe’s portfolio of brands.

He has served as marketing manager for Jamweb Internet Service, marketing and advertising manager for IMEX technologies and art production manager for Dunlop Corbin Communications. He then landed a plum job as director of marketing for the Wisynco Group where he helped to make Wata, Bigga and Ocean Spray into household names.