THE Urban Development Corporation (UDC) has intensified its marketing investment in the world-famous Dunn’s River Falls and Park with a multi-channel campaign designed to drive increased visitation, strengthen domestic tourism participation, and support Jamaica’s continued tourism expansion in key international markets.

In a media release the UDC pointed out that the campaign includes a range of targeted advertising placements designed to reach travellers at key moments in their journey.

These are intended to position Dunn’s River Falls and Park prominently within the travel experience, encouraging visitors to include the attraction as a must-see during their time in Jamaica.

The UDC said the initiative forms part of its commitment to supporting Jamaica’s tourism growth and ensuring that one of the island’s most recognised natural attractions remains globally competitive while stimulating broader economic activity in the evolving travel landscape.

“Dunn’s River Falls and Park is a cornerstone of Jamaica’s tourism offering, and it is important that we continue to promote it in a deliberate and sustained way. These expanded marketing efforts are aimed at keeping the attraction visible in key markets, encouraging increased visitation, and supporting the economic activity that flows from a strong tourism sector.

“This integrated marketing strategy reflects our commitment to modern, data-driven engagement and to ensuring that Dunn’s River Falls and Park delivers long-term value for the destination and the communities it supports,” said UDC’s General Manager Robert Honeyghan.

According to Honeyghan, in addition to these initiatives, the UDC has expanded its outreach through digital engagement aimed at both international and domestic audiences.

As one of Jamaica’s premier attractions, Dunn’s River Falls and Park plays a significant role in the local tourism economy and the UDC said it remains committed to strengthening the attraction’s contribution to national tourism growth and economic development through sustained marketing investment and strategic promotion.