Dorraine Duncan and Colleagues Examine Propaganda and Infrastructure of Brand Jamaica

In a pioneering analysis of Jamaica’s national branding strategy, researchers Dorraine Duncan and colleagues have uncovered the complex relationship between propaganda, infrastructure development, and the globally recognized “Brand Jamaica” initiative.

The study examines how Jamaica’s government has methodically cultivated an international image that leverages the island’s cultural assets—from reggae music and Rastafarianism to its pristine beaches and vibrant hospitality industry—while simultaneously addressing fundamental infrastructure challenges that affect both tourists and local citizens.

“What we’re seeing is a sophisticated balancing act,” explains Duncan, the lead researcher. “Jamaica has successfully exported a carefully curated national identity that drives tourism and foreign investment, but this branding effort also serves domestic political purposes.”

The research reveals how Jamaican authorities have used infrastructure projects as both practical improvements and powerful visual symbols of progress. New highways, airport expansions, and hotel developments serve dual purposes: enhancing visitor experiences while demonstrating governmental competence to local constituencies.

Particularly noteworthy is the strategic development of Jamaica’s north coast, where tourism infrastructure has been prioritized. The expansion of cruise ports in Montego Bay, Ocho Rios, and Falmouth has significantly increased Jamaica’s capacity to accommodate international visitors, with each location designed to showcase different aspects of the Jamaican brand experience.

“These infrastructure projects aren’t merely functional,” notes co-author Robert Thompson. “They’re carefully orchestrated brand touchpoints that reinforce specific narratives about Jamaica—its natural beauty, cultural authenticity, and economic potential.”

The research also highlights the tension between the international portrayal of Jamaica as a carefree paradise and the domestic realities faced by many Jamaicans. While Brand Jamaica projects images of luxurious resorts and carefree vacations, many locals contend with infrastructure gaps in areas less visible to tourists, including inconsistent electricity service in rural regions and water access challenges in certain communities.

Tourism Minister Edmund Bartlett has previously acknowledged this dichotomy, stating that the government’s long-term strategy involves leveraging tourism revenue to fund broader infrastructure improvements. “The success of Brand Jamaica ultimately benefits all Jamaicans through increased foreign exchange, employment opportunities, and infrastructure investment,” Bartlett noted at a recent Caribbean Tourism Organization conference.

The economic impact of Brand Jamaica has been substantial, with tourism contributing approximately 34% to the island’s GDP before the pandemic and employing roughly one-quarter of the workforce either directly or indirectly. This economic engine has provided the government with political capital to pursue ambitious infrastructure agendas.

Industry analysts have praised Jamaica’s approach as a template for other developing nations seeking to leverage cultural assets while building fundamental infrastructure. “What makes Jamaica’s strategy particularly effective is how they’ve integrated their branding and infrastructure development rather than treating them as separate initiatives,” explains Caribbean tourism expert Maria Gonzalez, who was not involved in the research.

The study also examines how digital infrastructure has become increasingly central to Brand Jamaica, with significant investments in connectivity at tourist hubs and aggressive social media campaigns that amplify carefully selected aspects of Jamaican culture. The Jamaica Tourist Board’s digital presence has been recognized with multiple international awards for destination marketing.

Critics, however, argue that the focus on branding sometimes obscures deeper structural issues. Local advocacy groups point to environmental concerns associated with rapid tourism development and question whether infrastructure improvements primarily serve foreign visitors rather than addressing the needs of local communities.

As Jamaica continues navigating post-pandemic recovery, Duncan’s research suggests that the interplay between national branding and infrastructure development will remain central to the island’s economic strategy. The government recently announced a five-year, $800 million infrastructure improvement plan specifically targeting transportation networks connecting major tourist destinations with residential communities—a move that appears to address both tourism needs and local concerns.

The comprehensive study provides valuable insights into how nations with limited resources can strategically align public messaging, economic development, and infrastructure planning to maximize impact both internationally and domestically.