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Beyond Language: Why Cultural Competency is the Tourism Industry’s New Gold Standard

NEW BRUNSWICK, Canada — The global tourism industry is being urged to embrace cultural competency as a business imperative. Industry experts caution that destinations and companies could be leaving money on the table and risking their reputation by failing to connect with guests on a deeper level — one that goes beyond language to truly understand the culture behind it.

Ambra Attus, Aquila’s Director of Impact, Growth and Development

World’s Largest Hummingbird Sculpture Takes Flight in Montego Bay

Montego Bay, Jamaica — Visitors arriving on Montego Bay’s famed Hip Strip now have a dramatic new welcome: a soaring 46-foot sculpture of Jamaica’s national bird, the streamer-tail hummingbird, affectionately known as the Doctor Bird. Perched on the façade of the award-winning S Hotel Montego Bay, the monumental work is both a bold declaration of Jamaican pride and a catalyst for cultural revival along Jimmy Cliff Boulevard.

Jamaica Launches New Usain Bolt Ad Campaign

KINGSTON, JAMAICA – The Jamaica Tourist Board (JTB) has officially launched its new advertising campaign featuring legendary sprinter Hon. Usain Bolt, who was recently appointed Jamaica’s Global Tourism Ambassador. In celebration of Jamaica’s Independence Day, the campaign debuted yesterday with a 30-second video spot that is now airing across digital platforms.

Pictured: Usain Bolt shares his love for Jamaica in a new advertising campaign for Jamaica Tourist Board.
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