A Booming Concern in Jamaica

Jamaica’s unprecedented tourism boom of the past several years did not prevent the country’s prime minister from recently extending a state of emergency. Originally declared in January to continue through May, Jamaican leader Andrew Holness first issued the emergency declaration to combat reported gang violence in Jamaica’s St. James parish.

Reconciling images of a Jamaica whose criminality poses an “emergency” threat to visitors and residents alike with one whose white-sand beaches, blue skies and waters, charming citizens and laid-back sense of fun and adventure draw millions of Americans each year is difficult indeed.

“A high level of criminal activity continues and threatens public order and the rule of law,” said Holness. “This threat is extensive."

One group, The Travel Foundation, is seeking to bridge the gap between perception and reality with regards to personal safety in Jamaica. Focused on implementing sustainable tourism practices, the nonprofit organization gathers stakeholders to develop “practical solutions which maximize the benefits and minimize the negative impacts” of tourism in destinations.

The Travel Foundation works with government and private Caribbean tourism organizations to implement practices and programs that address an array of everyday issues. TravelPulse.com spoke with Salli Felton, the group’s CEO, to discuss the group’s response to the recent declaration of a state of emergency.

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TP: What was the intent of the February “Day of Love” and what impact do you believe it had on Jamaica’s citizens and on its wider profile as a safe nation?

SF: February’s “Day of Love” was part of the wider #Ilovemobay initiative for the people of Montego Bay, encouraging them to be advocates for the city they love, and celebrate Mobay as a great place to live, work and visit.

The Travel Foundation supported the initiative because the objectives of #Ilovemobay align very closely with our “Warm Welcome” campaign that helps residents who work in the tourism industry to become ambassadors for Mobay.

With support from TUI Care Foundation, and in collaboration with the local tourism product development agency (TPDCo), we are recruiting frontline workers such as hotel staff, taxi drivers and district constables, providing them with online training and other support, so that they can confidently share tips on what to see and do in the local area.

The aim of the project is to get visitors out and about in Montego Bay, as we know that when tourists spend time and money in the local economy, it will lead to better livelihoods for residents, a more vibrant local scene, and of course a better vacation experience.

In our visitor surveys, the most common reason for not leaving the hotel (67 percent) was because “the hotel has all I need” –as most hotels/resorts are good quality all-inclusives, and knowledge of what’s on offer outside is low.

Although some tourists experience hassle as they wander around Mobay, our research shows only a small minority, eight percent, cite safety as a reason for not leaving their hotel.

TP: What other programs have the Travel Foundation launched or participated in to assist Jamaica’s tourism and quality of life for residents and visitors alike?

SF: The Travel Foundation has been working in Jamaica for more than a decade, and we have a dedicated project team based on the island. As well as working with tourism businesses to get tourists out and about, we have also been working with small businesses and community groups to ensure the products and services they offer meet the needs of international tourists. For instance, we helped the Rastafari Indigenous Village to better understand, and connect with, the tourism sector, so they could raise revenue to maintain their unique way of life, and share their culture with guests from around the world.

With TUI Care Foundation we’re also working with Harbour Street Craft Market, the largest in Montego Bay, as it was suffering from a drop in visitor numbers, threatening the livelihoods of local traders and traditional artisans. This, in turn, affected the experiences of some tourists, who felt hassled to buy.

Through our program, market traders have been given business advice and training on how to interact with tourists and create an overall better experience for visitors. We are now finding ways to encourage more tourists to visit the market, either independently or as part of an excursion.

TP: Why do you believe Jamaica’s prime minister opted to declare a state of emergency? What impact has it had on Jamaica’s citizens and visitors?

SF: The current state of emergency in parts of Montego Bay [was designed to] provide extra authority to tackle a rise in gang-related shootings and is due to end May 2. It means anyone visiting the area should ‘exercise increased caution’ and follow the advice of local authorities.

On the ground, the popular tourist areas have been mostly unaffected. While there are some concerns about the impact on local businesses in the short term, we’ve found local organizations are even more determined to work with us in the longer term, to ensure visitors are given a warm welcome and experience the best that Jamaica has to offer.

TP: Jamaica’s international visitors, both on land and sea, continue to increase despite the state of emergency. Why do you believe this is the case?

SF: As with many other destinations, and tourism overall, Jamaica is experiencing record numbers of visitors – an estimated 4.3 million in 2017 – and the first months of 2018 appear to have continued this trend. Most of these visitors will have booked their vacation before the state of emergency was announced in January, but the signs for 2018 remain positive – Jamaica is a unique destination and is rightly popular.

The real challenge for Jamaica and other mature tourist destinations is not how to attract visitors, but to get maximum benefits from tourism for everyone concerned, and manage destination assets for future generations. The Jamaican government recognizes this challenge, and we are glad to be working with them to be part of the solution.

TP: What other plans do you have involving Jamaica for the rest of 2018 into 2019?

SF: We’ll continue to work in partnership with TPDCo on a number of initiatives. We’ll develop the Warm Welcome campaign, creating more resort ambassadors, encouraging more hotels, travel agencies and tour operators to distribute visitor information and hopefully rolling it out to other resorts this year too. We’re also looking to adapt some existing excursions and work with TPDCo to support and develop more local attractions, to increase the benefits for local communities.

If travel agents or travel suppliers would like to support the Travel Foundation’s work in Jamaica by encouraging their clients to visit local sites, we invite them to contact us.