How to overcome the violent image of Jamaica?

[Hotel Mocking Bird Hill]

Jamaica is known as a tropical island destination with beautiful beaches and lots of all inclusive resorts which are necessary because of the prevailing violence in the country. All of this is a well promoted myth which makes it very difficult for independent operators who offer visitors insights into the real Jamaica: warm,friendly people, amazing natural attractions, wonderful birdwatching, culture, culinary travel. How does one dispel the myth and encourage travelers to come and discover the real Jamaica?

[Northeast News]

Talk to fellow hoteliers and destinations about forming a organization specifically to counter this image, because all the TV ads in the world (always showing gentle, smiling Jamaicans) won't help. After all, people know they're ads. Create a campaign that encourages hoteliers to encourage guests to post about the staff/the locals on fb, twitter, tripatini, and tripadvisor. At the same time, create incentives for locals and staffers to go the extra mile for visitors. This can be tricky, though, because you have to design those incentives carefully, so locals and staffers aren't pleading with visitors to tweet about them. Act as spot observers when you're not in your own neighborhoods, picking winners that way.