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The purpose of this paper is to analyze how effectively Jamaica recovers from negative destination image due to the Zika virus to assist other countries with similar destination image issues. Because negative media coverage of a destination is a strong deterrent for visiting a destination, tourism operators should be aware of techniques to effectively promote their area.

A review of the literature regarding destination image and an investigation of other destinations with similar issues as a result of the Zika virus.

This paper observes that the surge in media coverage regarding the Zika virus threatens the destination image of Jamaica and could lead to a decrease in tourism revenue and foreign travelers.

This paper provides recommendations for destinations impacted by negative global perception or being seen as a risky area to travel to after a publicized event, such as a natural disaster or disease outbreak.

This paper examines the potential impact of the Zika virus as a threat to destinations which rely on a tourism economy. In general, little research has been associated with the impact of Zika on tourism despite its recent surge in media.

Children are not only capable of learning and adopting sustainable behaviours but also can be influencers and sustainability actioners to motivate others to make these behaviour changes in their communities and around the world. Their ability to reach wide public audiences is a result of globalised social media platforms and increased visibility through documentaries and TV shows. This not only allows them to reach out to their peers but also to influence people of multiple generations to incorporate sustainable practices into their daily routines. Schools systems are also understanding the importance of embedding lessons and extracurricular activities with sustainable themes, which allows students to use their creativity to explore these topics further. National and global organisations are encouraging children and youth to spread messages of sustainability through competitions, which gives them the opportunity to use resources from well-funded organisations to help spread their message. These multi-faceted opportunities give children a variety of ways to utilise their skills and creativity to reach a wide and diverse audience.

The purpose of this paper is to profile the WHATT theme issue “What marketing strategy for destinations with a negative image?” with reference to the experiences of the theme editor and writing team.

This paper uses structured questions to enable the theme editors to reflect on the rationale for the theme issue question, the starting point, the selection of the contributors and material and the editorial process.

This paper provides insights and practical suggestions in response to the theme issue question from different academic and professional backgrounds in fields as diverse as marketing, tourism, economics and heritage management.

The theme issue outcomes provide lines of enquiry for others to explore and reinforce the value of WHATT’s approach to collaborative working and writing.

The collaborative work reported in this theme issue offers a unified but contrarian response to the theme’s strategic question. Taken together, the papers provide a range of options for destination marketing organizations in response to the issues highlighted.