FALMOUTH, Trelawny — Member of Parliament for Trelawny Northern Tova Hamilton is batting for a more comprehensive development strategy to transform the parish into a thriving tourism resort area with its own identity.

“Let us be honest with ourselves. While our heritage is rich, our destination is still in need of development, and I am here to advocate for that. The door to the world is cracked open, but it is far from fully ajar. We need more than just hotel rooms and tour buses. We need product experiences, infrastructure, and investment that truly reflect the spirit and soul of Trelawny,” said Hamilton as she addressed the opening of the Falmouth Jam-Iconic Experience on Foreshore Road last Friday.

The Jam-Iconic Experience is an artistic installation that commemorates the vibrant history of Falmouth and invites tourists and locals to immerse themselves in the town’s rich cultural narrative.

At the heart of the design — sculpted by Scheed Cole — are nine meticulously crafted rum barrels, symbolising the town’s prominence in sugar and rum production during the 18th and 19th centuries. Two storyboards are also installed at the site of the sign.

During the unveiling Hamilton also spoke of other steps needed to ensure Trelawny reaches its full potential.

“This journey demands equity in resources, in opportunities, and in the outcomes. Trelawny must not remain a beautiful footnote in the national tourism narrative, we must be a headliner act. As Member of Parliament for this constituency, I pledge to keep beating the drums for progress and prosperity,” declared Hamilton.

“Trelawny is a gateway, not just to the north coast but Jamaica’s economic future, yet its potential remains underutilised. That must change,” she argued.

Meanwhile, chairman of the Falmouth Destination Assurance Council Dr Shaun Jones — who also welcomed the Jam-Iconic Experience — continued his push to have Falmouth emerge from the shadows of Montego Bay and be recognised as a destination in its own right.

“We want Falmouth to stand on its own. While we appreciate our big brother [Montego Bay], we want Falmouth to be here speaking for herself. The sign connects our past to the present while creating a clear path to our future, a future of Falmouth’s tourism independence. And we will continue to push for that,” Dr Jones urged.

Highlighting Falmouth’s position as home to the largest cruise shipping pier in the Caribbean, along with its abundance of hotel rooms and upcoming investments, including the long-promised US$1-billion Harmony Cove development as key drivers, Tourism Minister Edmund Bartlett assured that Trelawny is on the cusp of establishing itself as a stand-alone resort destination.

“Don’t worry about your status, it’s getting there,” he said, adding that next to St James, Trelawny is going to be the most touristic parish in Jamaica.

“Today we are here to fulfil a commitment that we are making to this resort to be. I have to say ‘resort to be’ because MP Tova [Hamilton] has been on my case about why Trelawny remains a part of the Montego Bay resort area. It is a marketing thing; it is not about how the area physically is, or even the development that has ensued over time. It’s a marketing thing, but we are moving away to create more destinations in Destination Jamaica and giving you an identity of your own,” Bartlett explained.

He noted that Falmouth has always had a special place in Jamaica’s story.

“Once one of the wealthiest towns on the island, it is no surprise that Falmouth continues to be a town of great cultural and historical significance. This project honours that legacy while looking ahead to a future where our tourism industry is inclusive, sustainable, and beneficial to all,” Bartlett said.

Hamilton described the Jam-Iconic Experience as “a symbol of promise, pride, and potential” of the parish she so desperately wants to thrive.

“The Falmouth Jam-Iconic Experience, beautifully crafted by TPDCo, is a bold and brilliant invitation to the world that says, ‘Come, explore the authentic heartbeat of Jamaica’. Trelawny is no stranger to making history. We are the proud keepers of a cultural treasure chest. From Falmouth’s Georgian grandeur to its distinction as the first town in this hemisphere with running water, these are not just stories of the past, they are building blocks for vibrant future in tourism,” she stressed.

In the meantime, Mayor of Falmouth C Junior Gager urged residents to take pride in the attraction.

“Please do not deface or vandalise it. Play your part to take care and preserve it for future generations,” he appealed.