EXECUTIVE director of the Tourism Enhancement Fund (TEF), Dr Carey Wallace has underscored the importance of collaboration as Jamaica’s entertainment sector in driving economic growth and advancing the country’s development.

Wallace made the call on Tuesday during the official launch of Greatness Weekend at the Jamaica Pegasus hotel in New Kingston, where tourism officials, event promoters, and other stakeholders gathered ahead of the four-day entertainment series slated for October 16-19.

“For Jamaica to get to where we want — to a First World, developed country — we need to have more collaborations like what we’re seeing here tonight,” Wallace told the gathering.

He said Jamaica already possesses many of the ingredients necessary to become a developed nation, pointing particularly to the strength of its people, culture, and international brand.

“Jamaica has all the ingredients to be an amazing, developed country. In fact, when the British had it, it was their most-prized colony. We are a people that are revered anywhere in the world we go. When you say you are Jamaican you see people’s pupils dilate; people get excited. So, let us deliver,” Wallace said.

WALLACE… for Jamaica to get to where we want — to a First World, developed country — we need to have more collaborations like what we’re seeing here tonight.

He added that tourism has an important role to play in ensuring Jamaica’s resources and global appeal translate into tangible benefits for its people.

“We, in tourism, recognise that we must play our part in developing the country, and so our mantra is ‘Building tourism for all Jamaicans’, and that includes entertainment,” he said.

Greatness Weekend, now in its second staging, will be held under the theme ‘I Choose Kingston’ and will bring together four events across the Corporate Area.

The festivities begin on October 16 with Pool Cooler Fete (PCF), followed by RECALL: Throwback Festival on October 17. Both events will celebrate their 10th anniversaries this year.

CUPS: Château Blanc follows on October 18 before the weekend culminates with the Greatness Pink & White Brunch on October 19.

Promoters representing the events were on hand for Tuesday’s launch which also welcomed mayor of Kingston, Councillor Andrew Swaby.

Mikisha Silvera, destination manager for Kingston and St Andrew at the Tourism Product Development Company Limited (TPDCo), lauded the promoters for their contribution to Kingston’s entertainment landscape, and said Greatness Weekend could further strengthen the capital’s appeal as a destination.

“When you look at what they have done so far, it’s amazing. Kingston is the cultural mecca of Jamaica. We’re talking about nightlife, daylife, gastronomy. The culture that exists here is a rich cultural heritage,” Silvera said.

She noted that the weekend provides an opportunity for Jamaicans and international visitors alike to experience the capital’s cultural offerings.

“We’re able to participate as citizens, as well as the visitors who will be coming here for Greatness Weekend. The brand being here is something special, and you’re going to be a part of Jamaica’s history,” she said.

Silvera said initiatives such as Greatness Weekend can help position Kingston as a premier destination by combining entertainment, culture, food, and tourism into a single experience.

The packed launch offered guests a taste of the festivities to come, with specially prepared rum mixes sponsored by Rich Rum adding to the evening’s celebratory atmosphere.