Tourism Product Development Company Ltd. (TPDCo) is moving to improve safety at Treasure Beach, St Elizabeth, which has seen tragic incidents of drowning over the years, largely attributed to strong currents and insufficient swimming skills.

The south coast town is renowned for its symbolic bays, coves, and beaches, and has long been a favoured destination for locals and tourists alike.

TPDCo, in a release over the weekend, said it has undertaken proactive measures to enhance safety along the coastline by installing caution and no swimming signs.

The initiative, spearheaded by TPDCo, with technical support from the National Environmental and Planning Agency (NEPA), has been approved by the St Elizabeth Municipal Corporation. Consultative input from stakeholders, including the BREDS Foundation, local community members as well as the Member of Parliament for South West St Elizabeth Floyd Green, guided the strategic placement and design of the signs. Eleven “Caution” signs and seven “No Swimming” signs have been erected.

According to the director of product quality and community tourism at TPDCo, Lionel Myrie the signs were strategically placed across 10 locations namely – Great Bay, Ponty Hole, Tranquility Bay, Old Wharf Beach, Calabash Bay (Eastern), Calabash Bay (Western), Frenchman Bay, John Rocks Point, Billy’s Bay, and Fort Charles Beach.

Myrie, in highlighting the collaborative nature of the project, said: “We were guided by the citizens of the community as to where to put the signs.” This approach underscored TPDCo’s commitment to prioritising the safety and well-being of both residents and visitors.

Commenting on the significance of the project, MP Green said, “This is part of our Destination Assurance drive, and I believe that Treasure Beach has the best community tourism product in the region.”

Green also stressed the importance of ensuring visitor safety and highlighted the need to educate individuals about the potential risks associated with swimming in certain areas of Treasure Beach.

He also outlined plans for further safety measures, including the training and certification of local residents as lifeguards during high traffic seasons, and emphasised the importance of community involvement in safeguarding the well-being of all beachgoers.

Green also expressed optimism about the positive impact of the measures on visitor safety and overall tourism experiences, noting that while not all waters in Treasure Beach are off-limits, it is crucial to provide clear information to ensure the safety of all beachgoers.

According to TPDCo, the installation of caution and no-swimming signs represents another measure within a comprehensive strategy to enhance safety and promote responsible tourism practices in Treasure Beach.