Dear Editor,

As a proud Jamaican I’ve heard the criticisms that tourism is turning our island into a caricature of itself — a glossy, watered-down version of the vibrant culture we know and love. But during my recent holiday stay at a local hotel, I saw quite the opposite. From the spicy aromas of jerk chicken and curried goat wafting from the buffet to the unmistakable pulse of reggae music filling the night air, Jamaican culture wasn’t missing — it was front and centre.

And not just in the food or music; but in the games we played; the patois we spoke; and the warm, familiar spirit that defines who we are. This experience reminded me that far from eroding our culture, tourism — when done right — can help preserve, promote, and even amplify it.

Every corner of that hotel was touched by our spirit. Each day offered a new celebration of our culinary roots — ackee and saltfish for breakfast, jerk chicken/pork and festival for lunch, and callaloo patties in the evening. The kitchen didn’t shy away from spice or tradition. Guests weren’t just eating to fill their palates; they were tasting our history, our resilience, our flavour.

Every evening brought a burst of culture to life — dancers in traditional dress performing mento and dancehall routines and live reggae bands. I listened with pride as tourists clapped along to the music of Bob Marley and Jimmy Cliff — not as exotic curiosities, but as essential voices of Jamaican consciousness.

Even the casual moments — playing volley ball and table tennis with a guest services representative or being greeted with a hearty “Wha gwaan!” — reminded me that our cultural expressions are alive and kicking. These were not just acts for show; they were natural reflections of how we live and relate to each other.

Some critics argue that the tourism industry dilutes our culture to sell a marketable image. But as researchers Copeland Stupart and Robert Shipley (2012) note in their study on Jamaica’s tourism strategy, “If Jamaica is to participate actively in global tourism…and continue to make its presence felt, indigenous and ‘authentic’ cultural heritage has to become a part of the tourism product.”

What I experienced is precisely what they called for: a genuine fusion of hospitality and heritage. Tourism done thoughtfully, they argue, doesn’t erase culture, it showcases it. And that’s what I saw: Jamaican workers and artistes expressing themselves, not suppressing who they are.

Another study in 2021 on ethnic tourism found that, “Ethnic tourism can revive the identity of ethnic communities by offering opportunities to display local culture, revitalise customs, vernacular, and ethnic pride.”

In other words, every time our music plays, our patois echoes, and our food is served with soul, we are reviving and reinforcing our national identity, not erasing it.

The idea that our culture is fading under tourism ignores the deeper reality: When our people lead the way — when they are the chefs, the storytellers, the dancers, the guides — then culture is not lost, but lived. Yes, there are risks of commercialisation. Culture is not a costume to be worn for tips. But that’s why Jamaican ownership of our narrative is so crucial. The answer is not to shut the doors. It’s to open them wider, on our terms.

To my fellow Jamaicans: Do not let the naysayers fool you. Our culture is not some fragile relic easily erased. It is a living, breathing force, one that can adapt, inspire, and shine even brighter through tourism when guided by authenticity and respect.

Next time you walk through a hotel lobby and hear the strains of a reggae baseline, smell the jerk seasoning in the air, or hear a cheerful “Mi deh yah, man,” take pride in knowing that our culture is not just surviving — it’s leading. Watch how visitors light up when they experience the real Jamaica, not a packaged version, but the one that sings, dances, cooks, and welcomes with open arms.

Jamaica’s culture isn’t on the decline. It’s on full display — and the world is taking note.

Dr O Davis

University lecturer

odidavis@outlook.com