THE Government has committed $10 million to initiate and build out a major cultural product, which is intended to enhance the visitor experience through the streamlined infusion of reggae music.

Tourism Minister Edmund Bartlett made the announcement during Tuesday’s media launch of activities for Reggae Month 2020, at The Jamaica Pegasus hotel in New Kingston.

Bartlett said the concept, dubbed the ‘Tourism Reggae Product’, is intended to facilitate the development and hosting of multiple daily reggae events, particularly in resort areas, targeting visitors to the island who are fans of the genre.

The initiative is being spearheaded by the Ministry of Tourism, in tandem with the Ministry of Culture, Gender, Entertainment and Sport.

He noted that a number of visitors travelling for indigenous cultural and entertainment experiences, crave multiple offerings of associated events.

“They aren’t coming for an event today and then next week, another event, and then next month, another event. They want to have reggae events like they do with the tango in Buenos Aires [Argentina] or at the Tropicana in Cuba… three, four times a day. So, this [Tourism Reggae] Product will be available to our visitors 24/7,” he pointed out.

Bartlett said Culture and Entertainment Minister Olivia Grange will be collaborating with director for the Tourism Linkages Network Carolyn McDonald-Riley to assemble a team to undertake the groundwork and, thereafter, “we identify investors”.