ST JAMES, Jamaica (JIS) — Prime Minister Andrew Holness has hailed the inaugural staging of the Jamaica International Exhibition (JIE), noting that the event sends an important signal to the world that Jamaica is serious about claiming its share in the regional and global marketplace.

Holness, who was giving the keynote address at the opening at the Jamaica Manufacturers’ Association’s (JMA)-organised trade show on June 1 at the Montego Bay Convention Centre, said the event is putting brand Jamaica on full display.“Undoubtedly, Jamaica has a well-known and well-loved brand,” Holness said. “Our brand stands boldly and is amplified in the global marketplace. Our brand is an infusion of our music, our hospitality, culture, food, entertainment, creativity and our innovativeness – all coming together to create a distinct meaning of a Jamaican product or service,” he pointed out.He noted that the island produces some very exotic products that are in high demand in the global marketplace, and the country must now put itself in the position where it can fully capitalise on the benefits.As such, Holness said the Administration is working to broaden brand meaning and brand awareness, in order to boost sales in the global marketplace.“By virtue of our brand, our products are easily noticed on shelves. In fact, the Jamaican flag is one of the most-known flags in the world, and if our manufacturers were to stamp that flag on our products more, I am willing to bet they would move much faster off the shelves,” he argued.Holness said that in addition to brand strength, Jamaica has other advantages, such as its geographic location.“Nothing passes through this region without it passing through Jamaican waters,” he pointed out. The prime minister said “the Government also wants the world to know that Jamaica is one of the easiest destinations in which to do business, and that we are serious about doing business”.“When that becomes a part of our brand, then you will start to see real economic growth taking place.“The Government is engaged in a very involved process of improving our business climate… of improving the regulatory environment, and in ensuring that we create the infrastructure for business,” he noted.The JIE will run from June 1-3 and will see some 200 buyers and suppliers from 11 countries converging on the tourism capital of Montego Bay to make business contacts.