... Wake up and smell the coffee

Tourism in the 21st century is shifting beyond ‘sea, sun and sand. ’Arguably, the notion of Jamaica as a luxury, inclusive getaway is as much in decline as the aging segment of inactive ‘baby boomers’ who desire the security and serenity of the quiet getaway resorts. Regardless of our policymakers preparedness to accept it, there is a growing demand for a far more personal tourism experience.

So whilst we delight in a mere five per cent annual increase in visitor arrival, Thailand, Japan, Croatia, Sweden and numerous other non-Caribbean destinations have been celebrating double-digit growth for the last five years or more. These destinations have all crafted a modern tourism industry that celebrates cultural expressions, innovation, authenticity, and information technology.

Indeed, we are in an era where there is an exciting need among younger visitors to eat as Jamaicans do (Street Foods Saturdays, cook shops; corned pork, jerked chicken and authentic Jamaican patties); party at WeddyWeddy, Uptown Mondayz; mix the pleasures of the beach with a hike up the Blue Mountain or into the Cockpit region; or blend an allinclusive stay with a home stay in Trench Town, Treasure Beach or Flankers.

Notably, as the’culture craved’ visitors participate in the shared economy, it will result in a greater proportion of the tourist dollar being directly reinvested in improving the lives of ordinary Jamaicans. The argument could be extended to suggest that this is a far more effective crime-prevention strategy than the failed promises of ‘trickle down’ or ‘multiplier’ economics.

Sadly, though, we talk the talk, but when it comes to crafting and implementing policies aimed at a far more inclusive industry, we seem to be exclusively apprehensive. Hopefully, we smell the coffee before it’s too late.