Roger Steffens and Peter Simon’s'Reggae Scrapbook

Roger Steffens and Peter Simon’s ‘Reggae Scrapbook’

“We’re more than a beach. We’re a country.” So a Jamaica Tourist Board ad campaign stated in the 1970s, as tourism became the bread and butter of the Caribbean and Bob Marley secured international fame. Promoting the radical notion that there was – gasp! – culture in resortland proved a smart strategy; today Jamaica is to the Caribbean as Starbucks is to coffee: the brand name that inspires fervent fidelity and chronic visits. To cite the current Jamaica Tourist Board motto, which has “cult” written all over it, “Once you go, you know.”

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