John Byles, Executive Deputy Chairman of Chukka Caribbean Adventures, has called for urgent action to diversify Jamaica’s tourism offerings, particularly in the accommodation sector.
Speaking at a recent forum in Montego Bay, St James, Byles emphasised the importance of establishing clear policies and incentives to promote the development of European Plan (EP) resorts, which are characterised by room-only rates that do not include meals or drinks.
He argued that such diversification could boost the local economy, improve the visitor experience, and address growing unrest within the hotel industry.
Byles underscored the critical role of tourism in Jamaica’s economy, noting that it accounts for a substantial portion of the country’s gross domestic product (GDP) and provides thousands of jobs.
However, he noted that the current model, heavily reliant on traditional all-inclusive resorts, could limit the potential for even more successful growth, noting that “We need to broaden our accommodation offerings to attract a wider demographic of tourists.”
“By implementing policies that support EP Resorts, we can diversify our tourism product and meet the changing needs of global travellers, he added.”
EP Resorts, which cater to guests seeking longer stays with more immersive experiences, have played a pivotal role in reshaping Jamaica’s tourism for decades.
Byles explained that the government’s incentives could include tax breaks, streamlined licensing processes, and support for infrastructure development, adding that these measures would not only encourage investment from both local and international stakeholders but also create a competitive environment that fosters innovation in service delivery.
“The benefits for Jamaicans are immense,” Byles remarked. “As we diversify our accommodation sector, local entrepreneurs can step in to provide services and experiences tailored to visitors’ desires. This opens a myriad of opportunities for small businesses, artisans, and service providers, allowing them to capitalize on the influx of tourists seeking authentic Jamaican experiences.”
Byles further highlighted that these initiatives align with the growing global trend towards experiential travel, where tourists are increasingly seeking more than just a place to stay, noting that “they are looking for authentic cultural experiences, culinary adventures, and opportunities to engage with local communities.”
“EP Resorts can serve as hubs for such engagements, offering guests a chance to participate in local tours, cooking classes, and cultural workshops, thus fostering a deeper connection between visitors and the Jamaican culture,” he added.
“Moreover, the establishment of a diverse accommodation sector can mitigate the seasonal fluctuations that often plague the tourism industry. By attracting longer-staying guests, Jamaica can stabilize its tourism revenues year-round, providing a more consistent income for local businesses and communities,” Byles who is also the Deputy Chairman of the Jamaica Tourist Board (JTB) and a Director of Jamaica Vacations (JAMVAC) added.
“This is about creating sustainable growth,” Byles explained. “When we diversify our offerings, we’re not just filling rooms; we’re creating a sustainable ecosystem that benefits everyone involved.”
The Chukka executive also noted that the potential impact on employment is also significant, saying that by encouraging the development of EP Resorts and ancillary services, the government can create thousands of jobs across various sectors, including hospitality, transportation, and entertainment.
Local communities, he said, stand to gain as well, with opportunities for training and skill development that empower residents to thrive in the tourism space.
Byles also pointed out that the government’s push for diversification is in line with its broader economic agenda, which aims to reduce dependence on traditional sectors and stimulate growth through innovation.
“Tourism must evolve if we are to compete on a global scale,” he asserted. “The improvement to our EP sector is just one step in a larger strategy to modernise our tourism offering and position Jamaica as a leading destination for diverse travellers.”
Byles further emphasised the importance of collaboration between the government, private sector, and local communities, noting that “Success will depend on all stakeholders working together to create a unified vision for our tourism future.
“We must ensure that the benefits of this diversification reach everyone in Jamaica, from the largest resort operators to the smallest vendors.”
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