Operation Spruce Up Jamaica, with the catchy tag line 'Spruce Up Jamaica-Nice Up Yuhself' is a multi-legged program with an infinitum time-line, due to its mandatory sustainability that has implications on three levels, national, community, and individual.  Nationally it encompasses national pride - joining together as a nation to support tourism growth, reinforced by the Tourism Awareness Week 2007 theme, due to commence December 9th, "Tourism Working For Jamaica". At the community level it speaks to the aesthetics-beautifying the environs, freshening up our surrroundings. The Minister of Tourism, Edmund Bartlett in his message delivered on World Responsible Tourism Day, November 14, 2007, gave clout to the Spruce Up program at the community level, and the importance of joining forces: "A more beautiful Jamaica is our collective responsibility....I will be in your town, on your corner or your community centre...Spruce Up Jamaica and Nice Up Yuself." 'Nice Up Yuself' could be interpreted as encapsulating the Spruce Up program at the individual level.  At this level the focus is on the individual appreciating the importance of a good attitude, and good appearance. Understanding the difference between servitude and service, and ultimately excelling in service delivery.

The first leg of Operations Spruce Up Jamaica - beautifying the environs is well underway in good time for the start of the celebrated Winter tourist season on December 15, 2007. The Tourism Product Development Company(TPDCo), which is the Ministry of Tourism's agency with on the ground responsibility for Operations Spruce Up Jamaica, has been orchestrating all island Spruce Up work days, including Kingston, Negril, Ocho Rios, Portland, South Coast and Montego Bay. These work days focused on painting, weeding, bushing, and general prettying up in principal thoroughfares. TPDCo, in addition to coordinating and managing the work days have been conducting sensitization programs with the communities prior to the start up of Operations Spruce UP. Sensitization was pivotal to ensure that everyone buys into the vision, and feels integral to Operations Spruce Up Jamaica. Operations Spruce Up Jamaica is an en masse activity, all Jamaicans have a role to play.

Operations Spruce Up Jamaica's success can be attributed, largely, to the 'community melting pot' approach- private sector, public sector, and individuals joining hands in a personified partnership of action. Task Force Chairpersons representing the private sector were appointed by the Minister to be the community champion, and as a consequence worked very closely with TPDCo to ensure the indomitable success of Operations Spruce Up Jamaica at the community level. The private sector very generously gave in money and kind to reinforce their commitment to the vision -Working Together in Tourism.

Operations Spruce Up Jamaica at all levels will be a sustainable program; it must become integral to our mindset. After all, brand Jamaica must have a footprint in the market. This 'footprint' gives us our competitive advantage, and can only be sustained if the tourism product is differentiated enough to win the loyalty of a substantial customer base. Hence sustainability of the tourism product must be the number one priority. As Lloyd Lovindeer, lyricist renowned stated in the Spruce Up jingle:

          Jamdung a weh wi live, a weh wi live

          Let's strive fi di positive superlative..

          Spruce Up jamaica, the country we live in

           Everybody benefit from tourism...
 

At the end of the day, let us be reminded that tourism is the heartbeat of Jamaica, and as a community we must work together to keep the heartbeat strong we can't afford an arrhythmic arrest! Operation Spruce Up Jamaica is more about a mindset than a strategy, which sustained will allow for continual enhancement of the visitor and destination resident experience.