The Jamaican Government has taken a significant step to put carnival in Jamaica on par with carnival in Trinidad, Mardi Gras in New Orleans and Notting Hill

in London.

Stating that Carnival in Jamaica is set to be the next big thing on the country's entertainment calendar, tourism minister Edmund Bartlett said the country is moving to diversify its tourism product, which entails the development of a greater variety of festivals and events to showcase all of our cultural offerings.

Already, the Government has copyrighted the term 'Carnival in Jamaica', which Bartlett said will be used as the overarching brand to promote the carnival experience.

UMBRELLABRAND

"What that means is that Carnival in Jamaica will be used as the umbrella brand for all carnival activities during the peak period of April 14 to 24, this year, making it a national product. This will become an annual undertaking which will transform the carnival experience locally", Bartlett said.

The tourism minister said that as an island destination, Jamaica "must unearth and develop the various

cultural and musical experiences that make visitors want to travel to the island to enjoy themselves and spend while doing so".