ST JAMES, Jamaica — Minister of Tourism, Edmund Bartlett has emphasised the importance of community tourism, noting that the sector is for everyone and not just for big investors or hotel chains.

“It is for the people, for the communities, for the micro, small, and medium-sized business owners, for the craft vendors, the storytellers, the tour guides, and the farmers who supply fresh produce. Tourism belongs to everyone,” he stressed.

The minister said that it is against this backdrop that the Ministry of Tourism, through the Tourism Product Development Company (TPDCo), has been investing in community-based tourism, because “we believe” that the heartbeat of Jamaican tourism is in “our communities”.

“When visitors come to Jamaica, yes, they enjoy the beaches, the food, the luxury resorts, but what really stays with them are the experiences, the memories they make through and with our people.  It’s the stories, the warmth, the authenticity of our communities,” Bartlett added.

The minister, who was speaking at the official ribbon-cutting and awards ceremony at the Sturge Town Primary School on February 5, celebrating excellence in community tourism, said it is only fitting that Sturge Town, a community that has long embodied the “true spirit of resilience and unity” is being recognised and showcased.

He said that the community, in St Ann, is a true testament to the importance of community-based tourism and stands on the cusp of being a cultural heritage model for other areas.

The minister pointed out that even greater things are to come for the small rural community, citing its proximity to several major hotel developments taking place and the tremendous trickle-down benefits that are in store.

“As we gather to celebrate this significant occasion, it is essential that we reflect on our journey and, more importantly, chart a future where our tourism industry is more inclusive, sustainable, and beneficial to all,” Bartlett said.

“When we talk about thriving in 2025, we are talking about communities like Sturge Town, where heritage, culture and natural beauty collide to create something special, something uniquely Jamaican,” he added.

The minister said that Sturge Town is a perfect example of what community-based tourism can look like, noting that since 2022, TPDCo has been working alongside residents and business interests to develop sustainable tourism opportunities, “not just for today, but for generations to come”.

“We have invested $3.5 million in projects that uplift this community, rehabilitating the Wall of Fame and Free Village Monument, documenting oral histories, providing Team Jamaica and Tour Guide Skills Training, and ensuring that this community has the tools, the knowledge, and the platform to showcase its heritage,” the minister added.

“Sturge Town is one of Jamaica’s first free villages, founded in the wake of Emancipation. It stands as a monument to the strength of our ancestors and to the vision of men like Joseph Sturge who advocated for the end of the apprenticeship system, helping to establish this former free village along with English Baptist minister and missionary John Clarke. Most importantly, it also stands as a monument to the unbreakable spirit of the Jamaican people,” he said.

— JIS