Director of Tourism for the Jamaica Tourism Board, JTB, Donovan White says Jamaican icons like Bob Marley have not been promoted enough, to fully capitalise on the country’s market reach.

Speaking at the Tourism Enhancement Fund’s Blue Ocean Strategy Forum, White says more needs to be done to promote the reggae icon.

On Tuesday, Barbados Prime Minister, Mia Amor Mottley, conferred on music superstar Rihanna, the honour of National Hero on the occasion of the country becoming the world’s newest republic.

Since his death some forty years ago, there have been several discussions about extending national hero status, to Reggae legend Bob Marley.

White says it’s time that the legacy of several Jamaican icons be better marketed.

White explained that the tourism ministry’s blue ocean strategy, will enhance how these icons are marketed on a global scale.

The director of tourism says his administration will be seeking to fix the areas, where Jamaica has blundered in its marketing efforts.

Donovan White, Director of Tourism for the JTB.