13.4 The management of a tourist destination: Jamaica

• History of Tourism in Jamaica

  1890s - united fruit co had space on ships so encouraged tourism.

  Post WW2 - tourism flourished (no of hotels tripled)

  1968 - legislation changes meant an increase in strength of large hotels.

  1970s - tourism slump

  1985 - 75% of tourists were American due to better exchange rate and perception of risk in Europe.

  2007 - cricket world cup

  Now - 30,000 rooms, direct employment 175,000
• Why is Jamaica a Popular Tourist Destination?

  • English speaking
  • Tropical climate and white sand beaches
  • Dolphin parks and nature reserves
  • 50 coral species and 252 bird species
  • Sport facilities
  • Cuisine and reggae
  • Culture
• Main Ports in Jamaica

  Ocho Rios

  Montego Bay

  Port Antonio

  Kingston

  • brings 1/3rd of visitors
  • profit, taxes and employment
  • 450 boats per year
• Jamaica Tourism Facts


  2019-tourism accounted for 29% of GDP

  • 372,000 employed
  • $3.6 billion spent by tourists
  • 2021-tourism accounted for 18.6% of economic growth
  • 303,000 employed
  • $1.9 billion spent by tourists
  • 74% of visitors American
• Growth of Tourism in Negril (West of Island)

  • Began in 1950s
  • Has some of the worlds best beaches (7 miles)
  • Boat passengers waded ashore
• Development of Tourism in Negril

  • Road improvement to Montego Bay in 1970s allowed tourists access by road as well as a small airport being built.
  • Several hotels built in Negril
  • Perfect destination for couples

  $1 billion generated in 2021
• Changes to Negril in Last 70 Years

  • Huge development due to increased infrastructure
  • 'Palm cove', 1st guest house
  • 'Yacht club', 1st hotel
  • New highway meant more development
• Why do People Visit Negril ?

  • Reggae marathon
  • 7 mile beach
  • Adult only destinations and a lot of choice
  • Marine park
  • Snorkelling, diving and cliff jumping
  • Good reputation
• Accommodation in Negril


  'Long Bay' - smaller family hotelsy

  'Long Bay' - smaller family hotels

  'Bloody Bay' - large all inclusive hotels

  'Little bay country club' - home to wealthiest Jamaicans

  'Rock House' - Low impact design within the cliffside, built with a focus on sustainability with managed electricity usage etc.
• Social Advantages of Tourism in Jamaica

  • 'Jakes treasure beach', St Elizabeth has funded equipment for local primary schools, 17 acre community sports park.
  • 'Sandals Resort', $25 million assistance to purchase $3.1 million of potato seeds which supplied 80 farmers. 1
• Economic Advantages of Tourism in Jamaica

  • Accounted for 20% of GDP in 2020
  • 'Big up small projects' helped 250 businesses to meet international requirements
  • $60 billion worth of GDP
  • Large investor confidence means a predicted more powerful wave of investment in next 10 years.
• Environmental Advantages of Tourism in Jamaica

  • Entry fees to national parks pay for conservation
  • Raised awareness about conservation
  • Tourism encourages preservation of sites
  • Increased landscape projects and beautification
• Social Issues of Tourism in Jamaica

  • Increased crime risk due to more people on the island
  • 25% of workers laid off during the off season
  • Cultural dilution
  • In 2018, 5 murders per week
  • Sex workers - both male ('Renta dreds') and female
• Economic Issues of Tourism in Jamaica


  • Around 40% economic leakage
  • Vulnerable to shocks due to high dependency on tourism, e.g COVID (23% in poverty post C-19)
  • 60% imported food goes to the tourism sector
  • High unemployment and poverty in non tourist areas
• Environmental Issues of Tourism in Jamaica

  • Risk to corals due to overtourism
  • Cruise ships produces 210,000 gallons of sewage
  • Tourism demands 10x more water than domestic use
  • Sewage system outdated and lacks maintanence
  • Tourists create 3x more waste than locals
  • Important mangroves removed for construction (770 ha)
• Negril Marine Park


  • Established in 1998
  • Covers 160km
  • Contains mangroves, corals, sea grass
  • Protects 2 miles out to sea
  • Ranger patrols and zoning
• Challenges for Negril Marine Park


  • Behaviour of tourists
  • Degradation of coral system
  • Need to protect 'Great Morass Swamp'
  • Balance between conservation and profits
  • Consider locals point of view
  • Prevent overtourism/reaching carrying capacity
• How Have Impacts from Tourism Shaped Negril Today?

  • Sugarcane farmers being pushed out
  • Has brought electricity and drinking water to area
  • Airport and road infrastructure to cope with tourists
  • Privatisation of beaches and drug use
  • Very seasonal, not many out of season
  • 7,000 locals
  • Fishing industries pushed out

  'Jakes Hotel' - community and climate first, saltwater pool
• Is Tourism Entirely Beneficial for Negril

  Social-rock house only employs Jamaican locals...however is only seasonal work (23% lay off )Economic-brought infrastructure and money...however lots of economic leakageEnvironmental-nature preserved for tourists..however beaches busy and more pollutionPolitical-spreads Negril culture and reputation...however increased crime and westernisation
• How is the Government helping?

  
  

  • 5 year plan
  • Target new markets
  • Offer new products
  • Increase investments
  • Create new partnerships
  • Revitalise human capital

  
  

  • Edmund Bartlett, Tourism Minister's goal of expanding the tourism sector.
  • Marriott opened a 220 room hotel in Kingston.
  • Half Moon resort $75 mn renovation project.
  • Karisma Hotels and Resorts project costing $1 bn to create 4,700 rooms and 10,000 jobs.