THE TOURISM sector shows the greatest potential for sustainable national economic growth, and we welcome the Tourism Ministry's 'Ten-Year Master Plan for Sustainable Tourism Development'. Planned or not, so far Jamaica's tourism is driven by the availability of sun, sand, sea, (sex and sensemelia), and it is pleasing to see that there is a vision for the diversification of Jamaica's tourism product.
If it is true that, second only to shopping, visiting museums and heritage sites is globally the major driver of present-day tourism, why should our planners look elsewhere? The Master Plan points Jamaica in the direction of enhancing the visitor experience by adding heritage and nature tourism to our suite of attractions.
Yesterday we reported the presentation to the Trelawny authorities of the model plan for Falmouth as a heritage site, and this surely is a step in the right direction; but what of Spanish Town, one of the oldest continually occupied cities in the western hemisphere? Or Seville, where three cultures met? Or Port Royal, at one time the wickedest city in the world? Or Kingston itself! These areas now languish in decay and neglect as they conceal their potential as premier heritage tourism destinations. Surely Jamaica is missing out on a lucrative market. So many archaeological and historical artefacts of interest to Jamaicans and visitors alike are packed away in boxes that need to be interpreted in museums.
The Jamaica National Heritage Trust and the Institute of Jamaica are charged with uncovering and displaying our cultural heritage, but might a more efficient job not be done by a merged entity? Jamaica should be criss-crossed with self-guided or tour-guided thematic heritage trails: the Taino Trail, the Slave Trail, the Maroon Trail, the Historic Churches Trail, the Great House Trail, the Fortification (not Garrison) Trail, the Reggae History Trail, the Botanical Garden Trail, the Mineral Spa Trail, the Birdying Trail, the Magnificent Tree Trail.
Visits to Jamaica's National Parks, Marine Parks and other protected areas will appeal to the growing number of nature-loving tourists. One decided advantage of this type of tourism is that the need for tour guides, ground and boat transport operators, food preparation and mento musicians will spread economic and social benefits across a wider spectrum of Jamaicans bringing genuine rural development. There will always be a place for enclave tourism, but the Master Plan should be pursued so that nature and heritage tourism can add the benefit of building a more inclusive industry.
THE OPINIONS ON THIS PAGE, EXCEPT FOR THE ABOVE, DO NOT NECESSARILY REFLECT THE VIEWS OF THE GLEANER.
