SPORT could play a role, but the Jamaican government would have to act quickly to host major events in order to restore faith in the country’s tourism product in the wake of negative publicity following the declaration of a limited state-of-emergency in Kingston, sports administrator and tourism expert Carole Beckford said.

The former Jamaica Volleyball Association (JAVA) president and current CARICOM consultant for sport tourism told the Sunday Observer all is not lost, but action must be taken swiftly.

“Sport can contribute to some extent. There is always going to be fall-out but the recovery is dependent on how consistent we can become in ensuring that our destination remains viable,” she stated.

Jamaica Hotel and Tourism Association (JHTA) president Wayne Cummings revealed that promotional activities for the country’s tourism product in the international marketplace had ceased given the sustained attention being placed by the local and international media on the unrest in sections of the Corporate Area and St Catherine.

“We’re taking a beating in the international marketplace … from the front-page headlines there and in Jamaica. They have been bringing Jamaica a lot of fame and all for the wrong reasons,” Cummings said.

“We’re not advertising right now because we would be throwing away money,” he said, adding that the tourism industry will have to come up with “millions of US dollars” to counter the negative effects of the unrest when the glare subsides.

The island’s sport, specifically the Jamaica Cricket Association (JCA), took a major hit when the 5th One Day International, a two-day warm up game, and the first Test between the West Indies and South Africa, which were schedule for Sabina Park and a second venue, had to be moved to Trinidad & Tobago because of the unrest.

Beckford said greater effort should have been made to have the games moved to the Trelawny Multi-purpose Stadium.

She cited the case of the Antigua Recreation Ground (ARG) which was forced to host the final Test between the West Indies and England in February last year when the Sir Vivian Richards Stadium had to be abandoned because of a dangerous outfield.

“I did check and the ARG was prepared within a week and a Test match was in fact hosted,” Beckford said. “I understand there was rain in Trelawny, but at least an effort should have been made for an alternate venue.”

She added that the JCA should communicate to the public what negotiations it made for finding an alternate venue in Jamaica.

The Sunday Observer tried unsuccessfully to contact JCA president, Paul Campbell for a comment.

Beckford says, however, that the best solution to try to repair the country’s shattered image would be for a marketing team to come together and put a plan into action.

“(The team) should look at small events in specific areas especially on the north coast and target people in specific sectors to come and see that although we have these issues, the place is still in fact open for business,” said she.

Cricket is not the only sport which has been affected. Netball also got a blow as matches have been put off in the local competitions, while track athletes and swimmers who usually do so have not been allowed to train at the National Stadium, which is closed indefinitely because the National Arena is being used as a holding area for detainees.

Meanwhile, Beckford remained optimistic as she said the resultant fame from the country’s exploits at the 2008 Beijing Olympic Games and 2009 World Championships in Berlin had not been completely erased in light of the current situtation.

“Even while this was going on our athletes were performing and continue to do so… and they know their responsibility that they have as ambassadors for the country,” she said.