inister of Tourism Edmund Bartlett says the Ian Fleming International Airport at Boscobel in St Mary has all the right tools to be a powerful marketing magnate for Jamaica.
Bartlett, who was speaking to reporters at a recent function at Moon Palace Hotel in Ocho Rios, St Ann, said even though the airport is named after a non-Jamaican (late British author Ian Fleming), the massive international name recognition and appeal, especially “when we factor in” the worldwide success of the James Bond movie franchise, justifies the move in going in that direction.
“The renaming and upgrading of what was once the Boscobel Aerodrome to the Ian Fleming International Airport, named after the iconic writer and creator of the successful James Bond movies, can be a huge pull factor for Jamaica,” Bartlett said.
“Mr Fleming, who wrote the James Bond novels from his villa in nearby Oracabessa and lived in Jamaica for a significant portion of his life, has strong ties to the area, making the change from Boscobel to Ian Fleming a fitting tribute,” he added.
“Also, by association, Jamaica, as the place where the creativity emerged that enabled Mr Fleming to write 13 James Bond novels, provides a very strong appeal. Importantly also, the market segment to which Jamaica is appealing is one to which the name Ian Fleming would have significant resonance,” he said.
Bartlett further pointed out that the strategic targeting of the higher end of the leisure market is a critical element of the development and expansion of the tourist industry going forward.
“Our achievement in the mass end of the market has formed the backbone of the tourist industry for many years. However, we recognise that there are other elements of the market that can add significant value, if Jamaica is able to attract them to our country,” he said.
Fleming fell in love with Jamaica on his first visit in 1943. The Jamaica of the British author’s time was the playground for the rich and famous. Katherine Hepburn, Noel Coward, Errol Flynn and others were regular visitors to the island.
Coward (Fleming’s neighbour) was best man at his marriage to Anne Fleming at the town hall in Port Maria, St Mary.
Fleming loved Jamaica, and for nearly 20 years, retreated to the island where he wrote the 12 novels and short stories that feature James Bond. He died in England on August 12, 1964 and was buried in Kent.
