Sustainable Community Tourism in Jamaica

By: Leroy A. Binns Ph.D.

According to the World Travel and Tourism Council global tourism the world’s largest industry which generates $3 trillion annually and accounts for in excess of 225 million jobs or 11% of the workforce will double in size between 1990 and 2005. As participants scramble to reassess and increase their stakes within this lucrative marketplace the Jamaican response warrants critical examination.

A paradise island at the northern end of the Caribbean archipelago Jamaica boosts a $2 billion tourism industry and approximately 10% of its gross domestic product. (See Table 1 on partial evolution)

Table 1

Tourism in Jamaica (1980-1999)

Year                 Foreign Exchange Receipts                  Visitor Arrival              Occupancy

                             (USS in millions)                              (in millions)

1980                             na                                                        na                        44.2

 

1985                            407                                                      0.85                     51.6

 

1990                            740                                                      1.24                     62.0

 

1995                            1,069                                                   1.75                     60.8

 

1998                            1,196                                                   1.90                     58.5

 

1999                            1,233                                                   2.01                      na

Source: PIOJ (1993, 1999)

Notwithstanding a global “fallout from the horrific events of September 11, 2001 has negatively impacted the country’s mainstay. (See Table 2)

Table 2

Tourism in Jamaica (September 2001-June 2002)

Period                                      Stay-over visitors (%)                          Earnings (%)

2000                                                    na                                                   na

2001 (last quarter)                               na                                                  -19%

2001 (all quarters)                              -3.5%                                             -7%

2002 (Jan-Jun)                                    -10.6%                                            na

Note: Reductions posted are the results of a 12 month evaluation

In an endeavor to reverse a downward spiral and stimulate growth the Jamaican Tourist Board has launched a $3.3 million advertising campaign in North America and Europe complimented with discounts endorsed by large hotel establishments and the island’s local carrier Air Jamaica. Additional developments some of which were initiated prior to 9/11 also include the construction of Rui and Sandals hotels in Negril and White House respectively, the augmentation of facilities at Sangster International Airport and the return of Martin Air, Delta and Cayman Air to said port of entry in Montego Bay.

Thus far dividends have been forthcoming as Western hotels report high occupancy rates (above 75%) while Air Jamaica via aggressive marketing an expansive network primarily throughout the United States and the Caribbean and transportation of 50% of all travelers to the island reduced projected liability from $140 million to $80 million in 2002. However despite a sense of certainty regarding the upcoming winter season in light of a 12% visitor arrival increase during January 2002 in comparison to the same a year earlier prevailing obstacles which encompass cheap sales of goods and services, a declining small hotel sector and limited diversification of tourism demand immediate attention.

While demonstrating caution in addressing the delicate issue of price offerings in a crowded global market afflicted by monetary constraints and waning consumer confidence an expansion of tourism in Jamaica inclusive of appeasements for an exploitive clientele could alleviate the concerns of many engaged parties. (See Table 3)

Table 3

Tourism in Metamorphosis?

Old Tourists                                                                 New Tourists

Search for sun                                                             Experience something new

Follow the masses                                                      Want to be in charge

Here today gone tomorrow                                         See and enjoy but not destroy

Show that you have been                                            Just for the fun of it

Having                                                                         Being

Superiority                                                                   Understanding

Like attractions                                                            Like sports and nature

Reactions                                                                     Adventurous

Eating in the hotel room                                              Try out local fare

Homogeneous                                                              Hybrid

Source: Poon, 1993: 10

With documentation by the World Travel Organization revealing a surge in adventure travel at 10% of the market in 1989, an advance of 5%-10% annually thereafter and continued appreciation for nature tourism (e.g., ecotourism, tribal trekking and hiking etc) notably in Belize, Costa Rica, Ecuador, Kenya, Dominica, Madagascar and Thailand the island must explore beyond its conventional boundaries and reinvent an ever changing commodity.

Jamaica an island steeped in natural and cultural resources may best commence maximization of its potential by appraising pilot projects and profitable conceptions under varied conditions. Hence characteristics commonly associated with community tourism in rural Ireland present a backdrop for open debate, policy design and implementation.

The Gaeltacht region, an environment comprised of seven divisions within three counties located on the periphery to the west of Ireland bears daunting disadvantages namely limited access, inferior agricultural amenities, less favorable climate and poverty. Moreover this jurisdiction which was ignored by the British in short order became a depository for social misfits and experienced a loss in population due to negative migration trends but survived total paralysis through sustenance of language, music story-telling and dance.

With an emphasis on cultural heritage accompanied with government initiatives in the form of textiles, engineering, electronics, aquaculture and media a once dormant fishing and farming region of approximately 90,000 inhabitants is poised for a rebirth.

Charged with the responsibility of economic development two government agencies Udaras na Gaeltachta and Meithal Forbartha na Gaeltachta facilitate the preservation and the extension of the Irish language and administer the LEADER program in rural development. The former’s portfolio entails initiatives (e.g., training, employment and business opportunities) geared towards attracting visitors whereas the latter utilized its commissioned report “From the Bottom Up” to solicit public input. Further additional partners remain committed to the challenge of revitalization. (See Table 4)

Table 4

Projects in Gaeltacht Areas

Period of Implementation        Project Promoter          Project Name               Function

1991-1994                               Comharchumann         Clar Horizon                Training &                                                                    Oilean Thorai                                        development programs

                                                                                                                 in business

 

1991-1994                               Oideas Gael                 Taipeas Gael            Promotion of Irish

                                                                                                                    language & culture

 

1991-1994                               Cumas Teo                  Cleachtas                  Promotion of Irish

                                                                              Forbartha                    language

                                                                                     Pobail

 

1995-1997                               Oideas Gael                 Ag Togail              Training in dry stone

                                                                                                                       wall building

 

1995-1997                               Cumann                       Saortha Bad             Training in boat

                                                Huiceiri na                                                    building, repair

                                                Gaillimhe                     Chonamara                 and restoration

In the end although confronted by seasonal restraints a consensus articulating an accelerated marketing mechanism and the enhancement of environmental features and activity based accommodation has revived Irish traditions particularly in relation to language, archaeology, painting, dancing and weaving. Most importantly tangible results to date are measured by receipt of an estimated 1,500 jobs and $160 million per annum.

Unfortunately like the Gaeltacht region underdeveloped Jamaica suffers from an ailing infrastructure and a disenfranchised population yet an unmistakably tropical climate and untapped assets rich in history await the discovery of inquisitive minds. The legacy of the maroons, architectural traits of colonialism, tales of folklore, music art and dance and craft along with scrumptious national staples are all recipes for success.

With the above identifications under preliminary consideration the Ministry of Industry and Tourism and its affiliates (e.g., JTB, JAMVAC, JRS and TPD Co) plus national, regional and local, public and private sectors must determine the scope of participation necessary to obtain the required goal. At all levels of the hierarchical structure communities must be considered stakeholders and therefore be consulted and educated on the relevance of community tourism to agrarian society and the country as a whole. Such interactions may take the form of town meetings, polls, informative literature and exhibitions with broad based representation.

Upon such foundation there is an exigency for fiscal assurance to remodel and redefine rural enclaves to advance the Jamaican tradition. Locally via partnerships at home and abroad the Ministry of Agriculture could facilitate upward mobility by fostering competitive farming geared towards improved sales for domestic consumption while simultaneously the Ministries of Local Government, Community Development and Sports, Commerce and Technology, Education, Youth and Culture and Transportation and Works could refurbish communities and prepare constituents for a seamless transition. (See Tables 5 and 6)

Table 5

Private & Foreign Establishments

Local Entities                                                                           Role

Private Sector of Jamaica                                                         Mobilize investments

Jamaica Hotel & Tourist Association                                       Endorse hotel/community

                                                                                                collaboration

 

Overseas                                                                                  Role

USAID                                                                                     Grant financial assistance

CDB                                                                                        Grant financial assistance

CIDA                                                                                       Grant financial assistance

Note: The above reflects an incomplete list of potential investors

Table 6

Government at Work

Government Agencies                                                             Portfolio

Office of the Prime Minister                                                    Authorize local planning and

(UDC)                                                                                      development

 

Ministry of Industry and Tourism                                            Coordinate tourism

(underlings previously mentioned)

 

Ministry of Agriculture                                                             Subsidize farming

 

Ministry of Local Government, Community                            Authorize local

Development & Sports                                                              planning and

(Parish councils, SDC)                                                              development

 

Ministry of Commerce and Technology                                   Mobilize investments

(JAMPRO)

 

Ministry of Education, Youth & Culture                                   Promote entertainment &

(JCDC)                                                                                        culture

 

Ministry of Transportation & Works                                        Prepare roads, bridges & sewers                                                                                                   etc

In compliance with the 1987 Brundtland report on global equity and the 1992 Earth Summit – both ratified by the Jamaican government, preparatory and sustenance exercises must likewise demonstrate environmental safeguards with the provision of solid waste collection, sewerage schemes and quality water, conservation and preservation of natural resources and efficient management of energy. In essence as authorized the National Water Commission and the National Environment and Planning Agency must create measures and regulate facilities in relation to the required standards thus fostering a user friendly experience.

As a matter of distinction priority must include extensive research to maintain and bolster existing markets while identifying new frontiers. Consequently this far-reaching endeavor will require the incorporation of additional airlines for greater accessibility and demand as a major component, partnerships with countries, cities, institutions and industries. Possibilities exist for the exploration of joint ventures with Cuba among other states allowing municipalities, business establishments and civic organizations abundant opportunities.

 

With the materialization of the recommendations above a 5.7% annual growth rate and 130,000 jobs, 15% of GDP and $1,800 million in foreign exchange earnings within ten years as projected by Dr Wykeham McNeil, the Minister of State in the Ministry of Tourism is realistic and attainable.