“The last 9 days has proven beyond doubt that the power of sport can redefine a nation’s world-wide perception and the natural synergies can revolutionise a destination’s travel and tourism industry,” Edmund Bartlett told a reception for travel and tourism officials, media and athletes organised by the World Sport Destination Expo (WSDE) at the close of the Championships in Berlin. Jamaican sprint star Usain Bolt was a guest of honour at the reception.

“Jamaica has successfully utilised the relationships we have with our partners and stakeholders here, including tour operators TUI and sportswear giants Puma, and the power of our elite athletes to revolutionise the nation’s brand and to drive future tourism growth,” said Barlett. “We are anticipating very rich rewards.”

Director of WSDE Chris Frost predicted that other competing countries would follow suit.

“After numerous meetings with other sporting destinations during the IAAF World Athletics Championships here in Berlin, the message is that other countries will follow suit and mirror the success of the Jamaica Tourist Board,” he said.

The World Sport Destination Expo takes place alongside the FIFA World Cup in Johannesburg on July 5 to 9, 2010. It is inviting sporting destinations, resorts and hotels, tour operators, event organisers, sporting bid committees, financial investors and other to convene for five days of meetings, networking and new contract negotiations.