Amid fierce backlash to the Negril JAM-ICONIC sign in western Jamaica, Delano Seiveright says that the recently unveiled symbol was done ‘in essence, at no cost to local taxpayers’.

Seiveright, speaking as senior advisor and strategist in the Ministry of Tourism, further argued the over J$12-million JAM-ICONIC sign, developed by the Tourism Product Development Company (TPDCo), is among the ‘lowest-priced’ attractions of its type in the world.

In a terse statement, Seiveright noted that the project is ‘essentially paid for’ by tourists through the Government-operated Tourism Enhancement Fund (TEF) charges of US$20 for each and every incoming airline passenger and US$2 for cruise passengers.

According to him, the sign also comes in well below similar touristic signage in other countries which range from around J$88 million for the famous ‘TORONTO’ sign attraction in Canada to J$510 million for the popular ‘WELCOME TO FLORIDA’ sign attraction in the United States.

Following similar rhetoric by Jamaica Labour Party (JLP) supporters defending the project, Seiveright further mused that the sign is ‘already a huge attraction’, and is expected to continue to generate excitement from locals and foreigners alike.

The senior tourism official expressed every confidence that the JAM-ICONIC sign will undoubtedly contribute to enhancing the resort town of Negril, which earned approximately US$1 billion in tourism revenues for Jamaica in 2019.

Seiveright highlighted that accessible photo- and video-rich experiences within destinations, in this hyper-social media climate—stretching from Instagram and TikTok to Facebook—provide visitors with an additional incentive to travel longer and capture scenic shots as part of their vacation experience.

It is intended that the existence of these sites will also provide the home destination with user-generated content for marketing, which has a multiplier effect in attracting audiences.