Tourism in Jamaica has long been a shining beacon, bringing in billions of dollars annually, creating jobs, and contributing significantly to the national GDP. However, as the world and our nation evolve, so too must our approach to tourism. The realities of tourism today reveal both opportunities and challenges, making it essential that we strategically reimagine Jamaica’s tourism landscape to build a resilient and inclusive industry that goes beyond our beaches and resorts.
CURRENT LANDSCAPE
As of 2023, tourism contributed over 20 per cent of Jamaica’s GDP, with an estimated 4.3 million visitors each year, according to the World Travel & Tourism Council. Jamaica has continued to attract international travellers drawn to its picturesque beaches, rich cultural heritage, and vibrant music scene. But beneath this façade lies a deeper story, one of unrealised potential, social disparities, and an urgent need for diversification.
Tourism has long been concentrated in traditional areas like Montego Bay, Negril, and Ocho Rios, yet these regions cannot bear the entire weight of Jamaica’s tourism product. Too often, tourism development has been characterised by large, all-inclusive resorts that, while profitable, can sometimes strain local resources and fail to deeply enrich the communities around them. As such, the time has come for a renewed focus to broaden the tourism offering especially in community tourism, local experiences, and an authentic showcasing of our island’s hidden gems. It is also imperative that we begin to determine the ratio of all-inclusive to non-all-inclusive (EP) accommodation offering. There is great need for emphasis to be placed on deliberately attracting investments in the EP model which suits business travel and some leisure travel, thereby creating a demand for restaurants, transportation and entertainment outside of the hotel, which in turn directly fuelling the local economies.
COMMUNITY AND LOCAL TOURISM
Community tourism is the key to both sustainability and empowerment. Local tourism initiatives, which involve smaller, community-based businesses, can empower residents by providing meaningful employment and fostering entrepreneurship. Areas like Treasure Beach on the south coast have already begun to demonstrate the power of this approach. Visitors who opt for community-based experiences not only enrich their understanding of Jamaica, but also contribute directly to local economies, ensuring that tourism’s benefits are more evenly distributed.
Jamaica’s inner-city communities, often stereotyped as merely “garrisons”, hold a wealth of cultural, artistic, and historical value that has long been overlooked. Take for example, Trench Town in Kingston, the birthplace of reggae. While it attracts niche visitors, it has not yet reached its full potential as a major attraction. By strategically incorporating areas like these into our tourism product, we not only diversify our offerings, but also help to break down socio-economic barriers. In doing so, we tell a more comprehensive story of Jamaica, one that celebrates our resilience, creativity, and unbreakable spirit.
REVITALISING MONTEGO BAY
Montego Bay, as Jamaica’s tourism capital, needs more than just beaches and all-inclusive resorts. The city’s rapid urbanisation has created pockets of under-utilised spaces that can be transformed into vibrant cultural and recreational hubs. Imagine a world-class cultural centre that highlights our music, dance, and cuisine. These attractions would not only appeal to tourists, but also benefit residents, creating spaces that foster local pride and unity.
Further, with the rise of eco-conscious travellers, Montego Bay has the potential to become a hub for sustainable tourism. Local initiatives, such as coral reef restoration and community-led beach clean-ups, can become part of a broader commitment to environmental stewardship. By investing in these kinds of projects, we not only enhance our tourism product but also protect the natural resources that are integral to our island’s appeal.
Montego Bay is the largest and fastest growth corridor in Jamaica and with this comes the demand for a variety of accommodation offerings. A city like this should by now be home to major business hotel brands, luxury EP brands in addition to lower end EP brands, all to satisfy the needs of the evolving and varied traveller. With our tourism industry in its mature stage we must now begin to focus on attracting brands like Marriott, Sheraton, Six Senses and Banyan Tree, among others. This must be the focus of the revitalised Montego Bay tourism product rather than the overreliance on the mass market segment with larger and larger all-inclusives. Incentivising investments in EP accommodation development should be a major consideration for the government so that a better balance can be struck.
INVESTING IN JAMAICA’S RESILIENCE
A sustainable tourism sector requires more than short-term gains; it demands a medium to long-term plan. For Jamaica, this means investing in climate resilience, infrastructure, and technology. According to the Caribbean Development Bank, up to 70 per cent of our tourism infrastructure is located in vulnerable coastal areas. As climate change accelerates, so does the urgency for a resilient strategy.
The government must prioritise and incentivise investments in renewable energy, disaster-resilient infrastructure, and sustainable waste management. Imagine a future where every hotel is powered by solar energy, where our rivers are free from pollution, and where our communities can thrive without the constant threat of environmental degradation. This is the Jamaica we must build together.
CALL TO ACTION
The government, private-sector partners, and every Jamaican to come together to build a tourist industry that reflects our values, celebrates our culture, and empowers our communities. We must support initiatives that promote local tourism, expand the economic activity of indigenous Jamaican businesses, reimagine areas like Montego Bay and invest in our island’s resilience.
Tourism is more than an economic driver; it is a powerful vehicle for change. Let us seize this moment to shape a tourist industry that is inclusive, sustainable, and authentically Jamaican.
Janice Allen is a senator and shadow minister, tourism and linkages. Send feedback to [email protected]
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