The MIllennial Marketer (October 2023)

OCTOBER 2023 ISSUE 118/ VOLUME 23

CARIBBEAN COMPANIES EXPOSED DUE TO IMPROPER DEVICE MANAGEMENT

HOW TO TELL IF YOUR MARKETING STRATEGY IS WORKING

MOODY’S UPGRADES JAMAICA'S RATING TO B1, REVISES OUTLOOK TO POSITIVE!

SHIFT THE AI MINDSET CONSUMER & BUSINESS CONFIDENCE HIGHER IN THIRD-QUARTER

From the Editor Dear Readers, I hope this letter finds you well. As we enter the final quarter of the year, I am pleased to share some exciting updates and insights with you.

Firstly, I would like to highlight the recent news of Moody's upgrading Jamaica's rating to B1. This is a significant achievement for our country and reflects the continuous efforts to strengthen our economy.

Furthermore, I am pleased to report that both consumer and business confidence have been higher in the third quarter. This positive trend is a testament to the resilience and adaptability of our local businesses and consumers.

In the realm of technology, there has been a noticeable shift towards a more positive mindset for using AI. Many organizations in Jamaica are embracing the potential of artificial intelligence to streamline processes and enhance productivity.

Another interesting development is the rise of online platforms for cash transactions in Jamaica. With the convenience and security offered by these platforms, more individuals and businesses are opting for digital payment methods.

In this month’s feature, we also touch on a sticking point for many businesses and brands: how to tell when your marketing strategy is working. We expound on how keeping a close eye on website traffic, conversion rates, customer feedback, and engagement, analyzing ROI, and staying updated with industry trends, you can determine whether your marketing efforts are effective or need adjustment.

As always, I encourage you to share your thoughts, feedback, and suggestions. Your engagement with our magazine is highly valued, and we strive to bring you the most relevant and informative content.

Thank you for your continued support.

Warm Regards, Paul Bauer EDITOR, THE MILLENNIAL MARKETER

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MOODY’S UPGRADES JAMAICA'S RATING TO B1, REVISES OUTLOOK TO POSITIVE! Moody’s Investors upgraded the Government of Jamaica’s (GOJ’s) long-term issuer and senior unsecured ratings from ‘B2’ to ‘B1’ and revised the outlook from stable to positive.

The decision to upgrade the rating reflects Moody’s analysis that the GOJ, faced with various external shocks, maintained a steadfast commitment to sustainable fiscal policy anchored on Jamaica’s medium-term debt target.

The rating agency cited that the Government of Jamaica successfully reversed the increase in debt levels caused by the COVID-19 pandemic and effected fiscal policies that supported the continued improvement in debt metrics.

Jamaica’s debt level is now well below pre-pandemic levels, declining more than 30.0 percentage points to 78% in 2022 from the 110% recorded in 2020, and is expected to continue that downward trajectory.

The outlook’s revision to ‘positive’ reflects the agency’s assessment that a sustained positive fiscal trajectory stemming from reforms undertaken to improve fiscal, monetary, and economic policy effectiveness will continue to bolster the country’s credit resilience.

Responding to the rating upgrade, the Minister of Finance and the Public Service, Dr. Nigel Clarke, stated, “Today’s credit rating upgrade by the international credit rating agency Moody’s is yet another testament to the effectiveness of the GOJ’s economic policy framework in improving Jamaica’s economic independence and creating an environment that is attractive to investment and that supports jobs and growth.”

“Our economic policy framework has been principled, unwavering, and disciplined, even in the face of monumental adversity in the COVID-19 pandemic. Today, the Jamaican economy is stronger as a result. We must do everything to preserve and maintain these gains.”

COMMERCE

PSOJ & IDB JOIN FORCES TO EMPOWER JAMAICAN BUSINESSES The Private Sector Organisation of Jamaica (PSOJ) and the InterAmerican Development Bank (IDB) have launched the "EmpowerJA: Building Bridges for Business Success" forum series, which aims to accelerate the economic and social development of Jamaican Small and Medium-sized Enterprises (SMEs) and large enterprises.

"Our mission is clear," said Metry Seaga, president of the PSOJ. "We aim to empower Jamaican businesses with the requisite skills and knowledge to thrive in an ever-evolving global landscape. Through these forums, we will equip enterprises with the knowledge and tools they need to foster sustainability, innovation, and inclusivity."

The "EmpowerJA" series will consist of at least seven forums commencing in November 2023. The events will give Jamaican firms information and skills that will help them address business challenges and will offer a flexible mix of inperson and virtual participation options, ensuring accessibility to a wide range of entrepreneurs.

For the IDB, its commitment to the EmpowerJA initiative includes a contribution of up to US $70,000 over the period from August 10, 2023 to December 2024. This investment underscores the bank’s dedication to fostering sustainable growth and capacity building in the vibrant Jamaican business community.

These forums will focus on enhancing companies' expertise in vital areas such as digital transformation, cybersecurity, digital currency, data protection, climate resilience, Environmental, Social, and Governance (ESG) best practices, and sustainable workforce development.

“By fostering public-private partnerships, promoting sustainability, enhancing business growth, and facilitating capacity building, the PSOJ and IDB are taking significant steps to create a more resilient and inclusive Jamaican economy,” a statement from the PSOJ and the IDB said on Friday.

Anton Edmunds, General Manager, Caribbean Country Department, and Country Representative in Jamaica at the Inter-American Development Bank said, “At the IDB we are committed to supporting the development of Jamaica’s economy, and a part of this support is working to increase the growth of the private sector. Through this EmpowerJA partnership with the PSOJ, we will be able to do just that, and provide opportunities for Jamaican firms to strengthen their businesses and employees acquire new skills.”

The PSOJ and IDB invite all Jamaican businesses, from budding entrepreneurs to established enterprises, to participate in this transformative initiative. This collaborative approach to business development will provide an incubator for business success, driving Jamaica's economic development to new heights.

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AMERICAN AIRLINES SET TO LAUNCH OCHO RIOS SERVICE... 1/2 American Airlines says it is now ready to operate scheduled service from Miami to Ocho Rios and has set February 24, 2024, as the launch date, which will increase to more than 100 the carrier's weekly flights between the United States and Jamaica.

"Service to Ocho Rios will operate twice weekly with an Embraer 175 aircraft with a capacity for 76 passengers, connecting with American's hub at Miami International Airport," the airline said in a recent release.

The flights will come into Ian Fleming International Airport, and Jamaica's Tourism Minister Ed Bartlett has expressed pleasure at the development, which is expected to provide a significant boon to tourism and air travel among Jamaicans in that section of the island.

"We are delighted with American Airlines' decision to introduce a new service to Ian Fleming, serving an area I call Jamaica's Riviera," Bartlett said.

"This marks a significant milestone in Jamaica's ongoing journey to strengthen its position as a premier and easy-to-get-to tourism destination. The introduction of this route is also a positive one for our stakeholders in St Ann, St Mary, Portland, and beyond as it will greatly enhance the accessibility of Ocho Rios, making it more convenient for travelers to explore the wonders of these beautiful areas," he added.

The carrier's Vice-President for International Operations, José A. Freig, was quoted in the release as saying, "With this new route, we further strengthen our position as the leading airline in Jamaica, operating this winter more than 100 weekly flights to the US." American explained that the new service will represent the launch of its third destination in Jamaica as it currently offers service to Kingston from Miami and to Montego Bay from Miami, Austin, Boston, Chicago, Charlotte, Dallas/Fort Worth, New York, and Philadelphia.

Freig said the Miami to Ian Fleming Airport service will make American the first US airline to offer access to that gateway in Jamaica, which he described as a "Caribbean paradise.”

The service was originally scheduled to begin in November 2022. However, a month before, news emerged that American Airlines requested additional air navigation services to operate its aircraft to and from Ian Fleming International.

At the time, the Government disclosed that American Airlines had been working with the Airports Authority of Jamaica (AAJ) and the Jamaica Civil Aviation Authority (JCAA) towards ensuring that all the necessary regulatory and supporting structures and arrangements were in place to facilitate the flight.

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AMERICAN AIRLINES SET TO LAUNCH OCHO RIOS SERVICE... 2/2 "However, despite continued work to make this a reality, an agreement was reached to postpone the launch of the service to a later date than originally announced," the Government said.

Although exact details of the required additional facility in the airport have not been revealed, the Government explained that air navigation aids are to ensure consistency of service during periods of unstable weather conditions after commencement of operation.

The Government had noted in its statement that what was needed exceeded what existed at the airport.

"Notwithstanding all the stakeholders' best efforts, implementing these additional measures to meet American Airlines' requirements would take another six to seven months," the Jamaican Government said.

It added that the Ministry of Transport and Mining was "committed to having the outstanding measures addressed within this timeline, while keeping the relevant parties abreast of the progress, to ensure that planning and implementation can be synchronized.”

"The collective decision of American Airlines, the AAJ, and JCAA is to ensure that we maintain proper international standards for the safety of crew and passengers," the statement said.

The Government had also said that the additional navigational requirements would be ready by April 2023, and American Airlines had promised to announce a new commencement date for its proposed inaugural flight.

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42% OF CARIBBEAN COMPANIES EXPOSED DUE TO IMPROPER DEVICE MANAGEMENT October marks Cybersecurity Awareness Month, and Digicel Business says they are on a mission to empower businesses in strengthening their digital defences and fostering a culture of cyber-safety.

Awareness is the first line of defence for staying cyber-secure.

Across the Caribbean and Latin America, the average cost of a single data breach is US$4.2 million, and the most common forms of attacks, representing 88% of all breaches, include system intrusion, denial of service, and social engineering.

Digicel Business is working closely with Symptai Consulting, a leading Jamaican consultancy in cybersecurity, digital transformation, and anti-money laundering across the Caribbean, to offer more complete solutions to various customers across the region.

Recently analyzed results from 200 cybersecurity assessments done by Symptai across the Caribbean found that 42% of companies were facing vulnerabilities as a result of improperly configured devices and systems, while 16% were as a result of ineffective patch management controls.

The remaining vulnerabilities resulted from insufficient cryptography, inadequate or improper access controls, lack of data validation and sanitization, and a number of other reasons.

Bryan Kane, Innovation and Strategy Director for Digicel Business, said, “Cybersecurity is everyone’s responsibility, which means that awareness is our first line of defence when protecting our businesses and ourselves against online harm. We know that not every business has a big budget for cybersecurity. However, we still want to help businesses across the region protect themselves. That’s why, over the course of this month, we’ll be offering advice by tackling common myths like ‘small businesses aren’t likely to be attacked,’ ‘cybersecurity is solely IT’s responsibility,’ and so many others.”

You may follow Digicel Business on LinkedIn and look out for upcoming webinars in October to hear more from its network of experts on how businesses can become cybersecure during Cybersecurity Awareness Month.

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ANNUAL INFLATION COOLS TO 5.9% New data released by the Statistical Institute of Jamaica, Statin, on Wednesday, October 18, 2023, shows that inflation rose in September, as students returned to school from summer break, but prices rose slower than in previous months.

Monthly inflation was estimated at 0.5%, while annual inflation was 5.9%, down from 6.8% in August and 6.6% in July.

This puts consumer prices back within the central bank’s target range.

The data showed that among the primary contributors to the upward movement in September prices was an 11.8% point increase in education spending due to higher tuition fees for primary-level private schools. Additionally, higher petrol prices led to a 0.7% increase in the transport index.

The food and non-alcoholic beverages index, which is the biggest driver of inflation, rose by 0.1% in September.

Still, consumer goods were a little less pricey on an annualized basis, Statin reported, due to what the state agency says is lower prices for some agricultural products as a result of favorable weather conditions, as well as a 1.9% fall in the ‘housing, water, electricity, gas and other fuels’ category. The latter category fell mainly due to lower electricity charges, Statin reported.

The main contributors to the 5.9% inflation rate were the division's food and non-alcoholic beverages, up by 9.8%, and restaurants and accommodation services, up by 12%.

The state agency, led by Director General Carol Coy, said food inflation was mainly driven by higher prices for yam, sweet potato, tomato, cabbage, and carrots amid a 23% price spike for the broader vegetables and produce class of goods.

Cereals and cereal products also rose 4.6% due to price increases for bread, flour, rice, and meats climbed by 4.2%, driven by higher chicken and other meat product prices.

At 5.9%, annual inflation is at a 5-month low and sits at the top-end of the Bank of Jamaica’s target range of 4.0 to 6.0%.

The central bank continues to hold its policy interest rate steady at 7.0%, given the inflation track. Its next pronouncement is set for November 21.

Amid the record employment now being experienced in the economy, BOJ Governor Richard Byles has urged companies to seek value through productivity gains rather than wage spikes in order to keep pressure off the inflation rate.

Statin also reported that Jamaica’s unemployment rate continues to improve, with more women taking up jobs. For the July survey, the rate dipped by 2.1 percentage points to 4.5%.

FINANCE

CONSUMER & BUSINESS CONFIDENCE HIGHER IN THIRD-QUARTER Jamaicans and local businesses appeared to be more confident in the economy during the third quarter ending in September.

The survey commissioned by the Jamaica Chamber of Commerce showed a 2% improvement in how Jamaicans viewed the economy.

Pollster and head of Market Research Don Anderson said the upward movement in consumer confidence takes the index to 159.9 points for the year.

"Optimism shifts slightly upward in the third quarter of 2023. The Consumer Confidence Index returned to 161 points, reflecting an upward shift of 2.1% points. This does not necessarily indicate that consumers have regained confidence, but it does indicate that confidence has stabilized at around 160 points over the last two years," he explained.

Business confidence was up by 4.7%, taking the quarter's index to 144.7 points.

"They're pretty positive about the current business environment. They're optimistic about business conditions moving upwards, and they believe that the return on capital investments is also up. What's interesting to note also is that firms are more certain about the climate for investment."

Mr. Anderson said 57% of firms in the third quarter agreed that the climate is good for investment, which is a change of four percentage points over the second quarter.

The year-to-date business confidence index has already exceeded the full-year measure of optimism in the economy for 2022.

Business confidence was 140 points for the 9 months up to September, compared to 137 points for all of 2022.

In the last Business and Consumer Confidence survey, 635 people were interviewed, along with 100 businesses.

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CASHING OUT! Jamaicans are rapidly shifting to digital channels to do transactions, shunning traditional approaches, which are witnessing a significant decline in usage and popularity, according to data from the Bank of Jamaica (BOJ).

The data show that for the eight-year period 2015 to 2022, the number of transactions done through digital means more than doubled, moving from approximately 36 million to just under 80 million. The value of those transactions has grown even faster, moving from $4 billion in 2015 to just over $11 billion in 2022.

And for the first six months of 2023, the growth has continued. According to BOJ data, the volume of digital transactions from January to June grew 8.3% when compared to the same period last year. 40.3 million digital payment transactions were made during the review period versus 37.3 million such payments made a year earlier. As for the value of the transactions over the January to June period of 2023, that also has increased 16%, reaching $6.2 billion. In the same half-year period last year, it was $5.3 billion.

Digital payments refer to electronic payment that occurs through digital or online means without the payer or payee physically exchanging cash. The device to initiate the payment includes a computer, a mobile phone, or a point-of-sale (POS) device, while the payment instrument includes an e-money product, payment-card product, credit/debit transfer, or other innovative payment products.

And it's not just overall transactions that are growing as traditional payment services track the trend, adapt to consumers, and develop digital payment channels while banks in the last decade have joined the fray, offering digital payment solutions through apps or online banking platforms.

A deeper plunge into the data collected by the central bank shows consumers are also choosing digital over paper-based means to pay utility bills. In 2015, nearly 66% of utility bills were paid by customers walking into payment stores such as Grace Kennedy's Bill Express or Digicel's Paymaster to pay bills. But by 2022, that was down to 46%. Then, in the first half of this year, the shift was even bigger! Now, almost 2 of every 3 utility bills are being paid digitally.

"The BOJ statistic reflects what we have been experiencing also, but maybe a little more aggressive," said Don Wehby Jr, CEO of GraceKennedy Limited, a conglomerate in the food and financial sectors. GraceKennedy operates Bill Express, a payment company. Its biggest rival, Paymaster, operated by Digicel, said it is due to the "ease, convenience and security," with the shift seen in recent years accelerated by COVID-19.

FINANCE

CASHING OUT!... (CONT'D) "We are growing and taking a lead position as the payment solutions landscape adopts a 'digital-first' approach," Kevin Chin-Shue, general manager for Paymaster, said in an e-mailed response to queries from the Jamaica Observer about the trend.

"Through our recently launched digital wallet, MyCash, our customers enjoy the best traditional and digital channels. Expanding into the digital realm has allowed us to add greater convenience and security to people's lives, in addition to improving the way we interact with them and support their growing needs," he continued. MyCash allows customers to make bill payments, send money nationwide, and top up their Digicel phones.

For GraceKennedy, its GK One digital payment platform —which basically captures the financial ecosystem of the GraceKennedy Financial Group — has been seeing growth as well. The app allows for GraceKennedy's customers across its financial services entities to conduct remittance transfers, pay bills, and even apply for credit cards from the conglomerate's First Global Bank. Wehby told Sunday Finance that the offerings on that platform are to be expanded further as consumers demand more digital payment options for convenience.

But while digital payment methods grow, Wehby said growth in walk-in customers at its GraceKennedy Money Services locations, where it operates the Western Union franchise alongside Bill Express, has been flat.

"But our digital remittances, that platform through GK One and other means of direct bank transfers using the Western Union platform, is also increasing significantly — it's growing double digits," he said. Close to 90% of remittance transactions are still done by cash, but the transaction size has remained flat.

However, on the digital side, he said remittance transactions are growing "35-40%."

For both GraceKennedy and Paymaster, the shift to digital payments is being spearheaded by the younger generation for their ease and convenience, unlike the days of up to two decades ago when people formed unending lines in the halls of payment providers and banks to do the transaction.

FINANCE

CASHING OUT! (CONT’D)

"At First Global Bank, we have the online platform called Global Access, and we have seen a significant increase in the use by our existing and new customers doing a number of things, including bill payments, transfers to pay their bills, and transfers to other banks. So yes, the BOJ numbers are clear. In addition, GraceKennedy's insurance company, GK General Insurance, is also seeing a significant increase in its digital business, so I guess it is very clear where the financial market is going," Wehby pointed out. He said GraceKennedy is looking to capitalize on that revolution in the region and has targeted Trinidad and Tobago and Guyana to launch its GK One digital transaction platform before the end of this year, subject to regulatory approval.

Both companies, however, note that with the increased use of digital channels to move money, the risk of cyberattacks has grown. Wehby said the company has made significant investments to mitigate these occurrences and has mandated that all GraceKennedy staff undergo training to minimize the risks of the company falling prey to those who exploit digital channels for financial gains.

"We have found that awareness helps us a lot," Wehby stated.

"We make significant investments in website security so that our customers are assured that their payments and information are safe. Digital payments are the wave of the future, and as Jamaica's pioneer in payment solutions, we are taking another bold step, this time into the digital future with our customers," Chin-Sue said in the case of Paymaster's push to protect its digital platform.

That will be even more critical as Chin-Sue said the company "intends to come up with additional services that complement our existing product line [so as] to make Paymaster a one-stop-shop for consumers, both via traditional and digital channels."

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SHIFT THE AI MINDSET The role of artificial intelligence (AI) is already a well-established topic within the accountancy profession. Automation of data is becoming commonplace within many accounting apps, while some systems use machine learning algorithms to make banking and expense reconciliation quicker and easier.

However, there is still much to be done before AI is fully embraced and implemented. Across the global business community, many employees remain wary about AI and its potential impact on their jobs; others have concerns about data accuracy and how clients and their customers will respond to the technology.

To take advantage of the benefits that new technology can offer – particularly around streamlining admin – practitioners need to shift this mindset and provide training and tools to bring AI into their firms.

Everyone in finance knows how time-consuming repetitive tasks can be.

Invoice processing and tracking, data input, supplier payments and bank reconciliations take a hefty chunk out of the working day for many professional accountants. AI's ability to shoulder this kind of mundane finance admin work leaves it as potentially the profession's best friend since the introduction of the spreadsheet.

By using generative AI (ie, ChatGPT-type tools that can create new content) to handle time-consuming data-driven tasks, including summarising and providing an initial interpretation of client data, accountants can refocus on expanding their value-rich role as strategic business advisers.

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Despite the clear efficiency benefits of AI, staff caution over its use remains a large obstacle for firms.

Many concerns about AI – particularly around the security and accuracy of information — come down to what may happen if the technology can operate completely, freely, and independently. However, good AI needs human intervention and expertise to ensure it works effectively.

A lack of experience and knowledge surrounding the technology and worries about machine learning tools replacing jobs adds to this wariness. A recent Institute of Financial Accountants survey reported that 55% of accountancy respondents believe they have little knowledge of AI, and 15% have no knowledge. With this in mind, there is a clear need for practices to focus on bridging the knowledge gap.

We're still a long way from developing an AI system that is able to manage and advise clients about their financial data autonomously. A tool like ChatGPT is a machine learning model designed to provide information; it is not designed or expected to provide the same level of professional nuance and judgment as a trained accountant. While AI can be quick at analyzing information and providing suggestions based on that data, human expertise is still required to check and validate those suggestions.

There are also widespread concerns surrounding data safety and security breaches associated with AI technology. A recent Thomson Reuters survey found that two-thirds of accounting professionals were concerned about the data risks of using AI. These concerns must be addressed before So, although employees' fears about being wide-scale change in the industry can occur. pushed out of employment by automation tools and AI are understandable, they can be Forward-thinking businesses addressing addressed effectively by reinforcing a these concerns are already reaping the segregation of duties. While AI can draft benefits. PwC's 2022 AI business survey everyday tasks, they must still be reviewed by found that most companies using AI report staff and made customer-facing. While AI is that they have derived substantial business likely to reduce work in some areas of benefits from it – with improved accountancy, it will potentially create new productivity, customer service, and roles elsewhere that, with training, can be decision-making being the most common. taken up by accountants who have previously worked in calculative roles.

The most AI-advanced third of respondents were twice as likely to enjoy those benefits – By showing staff that their work is still the list was topped by improved imperative, firms can promote the use of AI productivity, which 44% reported. and redirect resources more easily.

BUSINESS

SHIFT THE AI MINDSET... 3/3 THE WAY FORWARD It will be important for firms to establish and maintain good safety measures and precautions when using AI with client data. Protecting sensitive financial information is paramount, and practices will be able to maintain trust by highlighting the additional measures being undertaken to stay on top of tax and automation regulations.

The lack of understanding about the potential uses of AI in the profession remains a challenge that practices will have to deal with over the coming years. They should, therefore, consider how to provide new training and promote a shift in mindset so their staff learn to take advantage of AI services while optimizing their own expertise to focus on the kind of client value that only a human being can offer.

Author: Roan Lavery is CEO and co-founder of FreeAgent / Source: ACCA Accounting and Business Magazine.

The original article was also published on the Jamaica Observer online/website on October 25, 2023.

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MONITORING WEBSITE TRAFFIC One of the critical indicators of a successful marketing strategy is an increase in website traffic. By monitoring your website's analytics, you can gain valuable insights into the effectiveness of your marketing campaigns. Look for an upward trend in the number of visitors, as well as an increase in the average time spent on the site. Additionally, examine the sources of your website traffic to determine which channels are driving the most visitors. If your marketing efforts are paying off, you should see a rise in organic search traffic, referral traffic, and direct traffic.

CONVERSION RATES While website traffic is essential, the ultimate goal of your marketing strategy is to convert visitors into customers. Monitoring your conversion rates is a critical step in evaluating the success of your marketing efforts. Monitor metrics such as the number of leads generated, the conversion rate for landing pages, and the percentage of visitors who complete a desired action, such as making a purchase or subscribing to a newsletter. If your marketing strategy is effective, you should see an improvement in these conversion rates over time.

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CONCLUSION Evaluating the success of your marketing strategy is a continuous process that requires monitoring and analysis. By keeping a close eye on website traffic, conversion rates, customer feedback, and engagement, analyzing ROI, and staying updated with industry trends, you can determine whether your marketing efforts are effective or need adjustment.

Remember, a successful marketing strategy is one that not only drives traffic but also converts visitors into satisfied customers and generates a positive return on investment.

Regularly assessing the performance of your marketing strategy will help you make informed decisions and achieve long-term success.

SIGNIFICANT INCREASE IN AIRBNB STAYS Jamaica's Tourism Ministry expects a substantial increase in tourists using short-stay accommodation platforms to book stays in Jamaica.

According to Delano Seiveright, Senior Strategist & Advisor in the Ministry of Tourism, about 40% of Jamaica's bookings could be made from platforms like Airbnb in the next few years.

Noting that Jamaica continues to see "significant growth in the Airbnb market," he revealed that last year Jamaica had approximately 7,500-8,000 accommodations listed," he said this has risen to just about 10,000-11,000," which shows the significant growth of the market."

"It's important for our tourism product, and it has been a big boost, certainly for the city of Kingston, but also our north coast communities and, of course, the parishes of St. Elizabeth and Westmoreland," he said.

In keeping with that growth trajectory, he predicted that "certainly in the next 2-3 years, we may find that 40% of the visitors to Jamaica are staying in an Airbnb."

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Dengue is an infection caused by a virus spread by the bite of an infected Aedes mosquito. There are four dengue viruses- called Dengue Type 1, 2, 3, and 4. You can only be infected by each “type” once in your lifetime.

MILD DENGUE

SEVERE DENGUE

High fever (40°C/104°F) with the following symptoms lasting 2-7 days:

3-7 days after first symptoms of mild dengue. Decrease in temperature (below 38°C/100°F), with:

Symptoms usually identified with MILD cases of Dengue Fever are: Sudden onset of fever Headache Pain behind the eyes Muscle pains Bone or joint pain Skin rash Vomiting or the “feeling to vomit”

Person with SEVERE Dengue may have all the symptoms of Dengue fever, in addition to: Severe belly pain Persistent vomiting Bleeding from the mouth, nose or other unusual places Bloody or black, sticky stool Feeling faint Low energy or restlessness Small bleeding spots under skin Shortness of breath or difficulty breathing

When severe dengue is suspected, you should be rushed to the emergency room or the closest health care provider.

Paracetamol can be taken to bring down fever and reduce joint pains.

However, Aspirin or Ibuprofen should NOT be taken since they can increase the risk of bleeding.

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