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Jamaica’s Minister for Tourism is expecting “rich rewards” for the country’s tourism industry as a direct result of the performances of its athletes at the World Athletics Championships.

BOLT

“The last 9 days has proven beyond doubt that the power of sport can redefine a nation’s world-wide perception and the natural synergies can revolutionise a destination’s travel and tourism industry,” Edmund Bartlett told a reception for travel and tourism officials, media and athletes organised by the World Sport Destination Expo (WSDE) at the close of the Championships in Berlin. Jamaican sprint star Usain Bolt was a guest of honour at the reception.

“Jamaica has successfully utilised the relationships we have with our partners and stakeholders here, including tour operators TUI and sportswear giants Puma, and the power of our elite athletes to revolutionise the nation’s brand and to drive future tourism growth,” said Barlett. “We are anticipating very rich rewards.”Director of WSDE Chris Frost predicted that other competing countries would follow suit.