Tourism makeover for Jamaica's breadbasket

Mark Titus, Gleaner Writer

WESTERN BUREAU: After lying in the shadows of the more established local resort areas for decades, the parish of St Elizabeth is now moving to establish itself as the agro-ecotourism capital of the Caribbean.

Boasting a population of more than 155,000 residents with an estimated two-thirds being self-sufficient, the parish development committee (PDC) intends to capitalise on St Bess' natural habitat and status as the breadbasket of Jamaica.

"We are very focused on developing our eco-tourism product for the nature-based market, and there is that conscious traveller who is the ideal target for our agro-tourism product," explained PDC Chairman Jason Henzell.

The initiative, which is expected to rake in millions in revenue, will include a historical tour of the parish capital, while prime spots such as the village of Accompong, which tells the fascinating story of the Jamaican Maroons; Appleton Rum Tour, Y.S. Falls and Holland Bamboo, will showcase the best of St Elizabeth.

Natural beauty

The capital Black River is home to the largest protected wetlands in the English-speaking Caribbean, as well as a wide variety of birds, crocodiles, and plant life. Plans are also in place for the reopening of Lover's Leap, which will be used as a tourism visitor information centre.

Dennis 'Shabba' Abraham, tour boat operator and manager of the parish's fishing sanctuary, said the parish was keen on protecting its environment.

"We have a high rate of repeat visitors and all they want is to enjoy nature, be able to walk through our communities and rub shoulder with the locals," he said. "We are very serious about preserving and expanding on this, and we will stop at nothing to protect our natural treasure."

While traditional tourism and ecotourism share similarities, there are differences. Both categories work towards the combined goal of fostering visitors, enjoyment, and earning money for the destination, but the primary difference is the earth-friendly focus of nature-based tourism.

The parish's farm-to-table project, which involves the visitor dining with the farmer and enjoying a meal prepared from produce grown by the host, has been well received.

"This has been very successful. The potential in agro-tourism is great and we will continue to build those linkages between tourism and agriculture," added Henzell.

"There is also a growing appreciation for local food and what is called low food miles. Our visitors want a watermelon, a soursop - grown locally."

However, the biggest challenge for the stakeholders is the poor condition of the roads in the parish.

"Our repeat customers are complaining that it is taking much longer to get to St Elizabeth each time they return, and it has to be addressed expeditiously because it can be a determining factor in our plans."

mark.titus@gleanerjm.com