Unit 10 Case Study: Jamaica's Management of a Tourist Destination Flashcards
Background information
3rd largest Caribbean Island and the largest English speaking. Is 145 km south of Cuba and 965 km south of Florida. Tourism began in the late 19th century when a few wealthy people went to avoid UK and USA cold winters. The first tourist hotels were in Port Antonio and Montego Bay. The industry expanded after WWI with transport advances. 64,000 tourists per year in 1938, 104,000 in 1952, 345,000 in 1966, 600000 in 1982 and over 1m since 1987-88
Recent tourism economic effects
In 2014 there were 2.08m stopover visitors and 1.4m cruise visitors. Tourisms contribution to GDP in 2013 was $109.3 bn (7.7%) with all economic benefits reaching $364.8 bn. Direct employment was 82000 (7%). 46.4% of total exports in 2013 and 50% in the last decade. Tourism industry accounted for over 11% of total investment in 2013
Management techniques used for tourism
Avoiding the pitfalls of mass tourism such as the construction of high rise hotels
Creating national parks, marine parks and other protected areas
Promoting ecotourism and other environmentally friendly forms of tourism
Encouraging community tourism
Linking the profits of tourism to social development in the country
Main Jamaican resorts
The north coast is the centre of the tourist industry. The main resorts are Montego Bay, Ocho Rios and Port Antonio as well as Kingston (the capital)
Accommodation varies between modern high rise hotels, old world style buildings, villas, apartments and guesthouses
The number of rooms available is about 30,000
Transport infrastructure
Good road network with Highway 2000 linking settlements in the south and the north coast highway serving the north of the island. 2/3 of visitors arrive by air. There are 2 international airports
Norman Manley International in Kingston and Sangster International in Montego Bay. There is a private jet centre in Montego Bay. Cruise passenger terminals are now in Ocho Rios, Montego Bay, Port Antonio and Kingston
Main attractions
Dolphin parks, nature reserves, museums and galleries. There are 252 bird species (27 endemic), 200 native orchid species, 500 tree fern species and 50 species of coral. There are sports facilities for tennis, golf and equestrian. The food is also a major draw. Festivals and entertainment throughout the year often feature reggae, the native music
Protected areas
Cockpit Country, Hellshire Hills and Litchfield Forest Reserves. In 1992 the first marine park covering 15 km^2 was established in Montego Bay. In 1993 the Blue and John Crow Mountains National Park was established on 780 km^2 of wilderness supporting thousands of tree, fern, animal and insect species like the Homerus swallowtail. The Negril Marine Park was established in 1998. These are essential for the sustainability of the industry and environment
Impacts of the industry
In the 1970s the government introduced Jamaicanisation policies to attract FDI including comparatively high wages and industry taxes that went directly into social development, healthcare and education. Tourism has also spurred the development of roads, communications, water supply and airports
Revenue from tourism
Tourism is the largest source of foreign exchange. The revenue helps central and local governments fund economic and social policies. Attitudes are also changing with hotels and other aspects becoming more socially conscious such as through the funding of local social projects. The momentum generated by current investment has increased investor confidence leading to more FDI in the next 10 years
Tourism marketing
The Jamaica Tourist Board used being a host country for the 2007 Cricket World Cup for advertising. They also promote culture and the Bob Marley Museum in Kingston to reduce seasonality. The high season is December - April when hotel prices are highest. The rainy season is May - November. 25% of hotel workers are laid off in the off-season
Conservation attempts
6 sites have been identified for future protection. The government sees the designation of national parks as a positive environmental impact. Entry fees pay for conservation. The marine parks are attempting to conserve the coral reef environments. They are at risk from damage of overfishing, industrial pollution and mass tourism. The Jamaica Conservation and Development Trust is responsible for the management of the national parks while the National Environmental Planning Agency has overseen the governments sustainable development strategy since 2001
Negril
Large beach resort town on the west coast developed in the 1950s but access is limited since ferries had to drop passengers in the bay. When the road between Negril and Montego Bay was improved in the 1970s it helped Negril’s position. A small airport was built for winter tourists as well as hotels. To the east is the Great Morass swamp with the Royal Palm Reserve and protected wetlands. In 1990 the Negril Coral Reef Preservation Society was formed to address the degrading corals. Negril Marine Park was established in 1998
Ecotourism and community tourism
Raft trips in the Rio Grande are becoming more popular. Tourists are taken in small groups to minimise disturbance to the peace of the forest. Community tourism is being promoted so more money filters down the locals. The Sustainable Communities Foundation through Tourism programme is active in central and south west Jamaica. The Astra Country Inn in Mandeville is a pioneer hotel in community tourism
Challenges ahead
Behaviour of some tourists clashes with traditional morals
People have a negative impact of Jamaica because of violent crime
Much valuable biodiversity has already been lost
Initiatives often lack adequate management and cohesion and often had to work under significant financial constraints
