Government Ministers have often touted that Jamaica's strengths lie in the creativity of its people, in particular, our performing arts. Yet, the startling news was recently announced that the national premier arts institution, the Edna Manley College of the Visual and Performing Arts (EMC), will have its budget drastically cut by two-thirds.

It seems a contradiction in policy focus to acclaim the value of creativity, but in the same breath hobble the very institution integral to nurturing and finessing Jamaican (and West Indian) artistic expression just as it is seeking to deepen and expand its capacity.

Perhaps the EMC should enquire of Jamaica Jazz and Blues as to who to befriend within the Jamaica Tourist Board and Ministry of Tourism. For surely, these entities would wish to give their fullest support to any endeavour with great potential to attract thousands of visitors and provide economic gains to the country. In the highly competitive tourism market, the modern tourist is seeking out the distinctive destination. It is culture and native creativity that make the appeal.

overseas visitors

Nearly one-third of attendees in London's West End are overseas visitors. Tourists account for more than 60 per cent of all ticket sales on New York's Broadway. Are our local performing arts productions on the tourism events calendar? Do hotels provide guests with information on the local dance, chorale, theatre, steel pan productions? Is the JCDC festival part of the overseas ad campaigns, especially in heavily Jamaican and West Indian populated cities in the diaspora? The Philip Sherlock Creative Arts Centre recently held a three-week art festival, showcasing excellent local talent. Did visitors to the island take in any of it?

If the powers that be are indeed serious about marketing a distinctive 'Brand Jamaica', then building up, not downsizing, the cultural and creative dimension is the order of the day.

- Reece Briscoe