Sustainable Tourism Jamaica

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Module Title:
Sustainable Tourism Planning
Assessment Title:
Coursework Assessment

Topic 1:
The Master Plan for Sustainable Tourism Development in
Jamaica

Course: BSc (Hons) Tourism Management

Student Name: Chan Sze Nga, Celia
Shape student number: 127001766
SHU student number: 91207470

Jamaica is an island which located in the Southwest Caribbean Sea. It is the third large island in the region with incredible scenic beauty and many natural resources. Tourists are attracted to visit not only because of its sunshine and the beaches, but also its rich cultural life. The national motto of this country is “Out of many, one people” (Gritzner, 2004:11). That means there is an ethnic diversity with different popular culture in Jamaica, such as those Jamaicans’ African heritage and British formal behavior. Jamaica has a long history of tourism development like the other countries, and the region as a whole has a huge tourist growth during the 1970s and early 1980s (Trans Africa Forum, 2000). However, the growth decline since 1990s. To reboot and keep the tourism development in a sustainable way, a national master plan was carried out by the Ministry of Tourism and Sport, the former of Ministry of Industry and Tourism, in 2002.

According to the United Nation World Tourism Organization (2011), Tourism development master plan is to formulate a long-term development framework for tourism in ten to twenty years with emphasis on policy and strategy, planning, institutional strengthening, legislation and regulation, product development and diversification, marketing and promotion, tourism infrastructure and superstructure, economic impact of tourism and tourism investment, human resource development, and socio-cultural and environmental impacts of tourism. The Master Plan for Sustainable Tourism Development in Jamaica is a national plan for Jamaica tourism over ten years from 2000 to 2010. As the master plan aims to move the tourism industry on to a path of sustainability, it created a strategic vision for its growth and development and establishing an enabling environment to help making clear the vision. The master commenced in January 1998, and then the draft of it was prepared and submitted to the Jamaican government in 2000. Once it got handed to the

government, the content of the plan was debated and discussed with the Ministry of Tourism and Sport and its agencies and the Jamaican government Industry Advisory Committee. Meanwhile drafting the plan, a process of wide consultation was carried out not only with the direct stakeholders in the tourism industry but also with those communities on the island from December 1998 to June 1999. From September 2000 to March 2002, all stakeholders came out together to make a national consultation on discussing and reviewing the draft master plan. Throughout receiving the feedback from consultation and guidance from the executing program agency, the Ministry of Tourism and Sport, the finalization of the master plan produced in September 2002. There are five objectives in the plan to shift the current unsustainable development to a sustainable one. They are growth based on a sustainable market position, enhancing the visitor experience, community based development, an inclusive industry and environmental sustainability. The implementation of the above themes of the master plan would not only offering diverse range of visitor experiences, but also focusing on the Jamaican people and their heritage. The value of this master plan is to widen the sense of ownership of the industry from large to small business, from non-governmental organizations to local communities who may get benefit in tourism.

There are not one size fits all frameworks for a tourism development to suit all circumstances (Ruhanen and Whitford, 2010). According to Schermerchorn (1996) states that a strategic tourism plan needs to have a comprehensive plan of action that sets critical directions and...
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