The Urban Development Corporation (UDC) says it has intensified its strategic marketing investment in the Dunn’s River Falls and Park, executing a multi-channel campaign designed to drive increased visitation, strengthen domestic tourism participation, and support Jamaica’s continued tourism
expansion in key international markets.

The campaign includes a range of targeted advertising placements designed to reach travellers at key moments in their journey.

According to the UDC, these are intended to position the world-famous falls prominently within the travel experience, encouraging visitors to include the attraction as a must-see part of their time in Jamaica.

The initiative forms part of UDC’s ongoing commitment to supporting Jamaica’s tourism growth and ensuring that one of the island’s most recognised natural attractions remains globally competitive while stimulating broader economic activity in the evolving travel landscape.

“Dunn’s River Falls and Park is a cornerstone of Jamaica’s tourism offering, and it is important that we continue to promote it in a deliberate and sustained way. These expanded marketing efforts are aimed at keeping the attraction visible in key markets, encouraging increased visitation, and supporting the economic activity that flows from a strong tourism sector,” said UDC general manager Robert Honeyghan.

“This integrated marketing strategy reflects our commitment to modern, data-driven engagement and to ensuring that Dunn’s River Falls and Park delivers long-term value for the destination and the communities it supports,” he added.

In addition to these initiatives, the corporation has expanded its digital outreach through digital engagement aimed at both international and domestic audiences.

As one of Jamaica’s premier attractions, Dunn’s River Falls and Park plays a significant role in the local tourism economy.