JAMAICA is known globally for its beaches, but for those willing to climb, the island’s mountains offer an entirely different experience of place. Fortis Tours and Hiking, a Kingston-based company working to bring that side of Jamaica into view, is introducing guided hiking and camping tours across multiple parishes.

“The whole start of the business was to introduce this [hiking] new activity to Jamaica because hiking has always been unpopular to us, and it still is unpopular. But ever since we’ve been taking over the market, we’ve slowly brought some awareness to it,” said Managing Director Shemar Bryan.

The business was founded in 2018 by Kingston College old boy Keith O’Sullivan, who drew from the school’s motto for the name Fortis, before later being taken over in 2023 by current managing director Bryan after being introduced to hiking through church connections and early tours organised by O’Sullivan. Early tours were informal, with the first being Holywell, promoted mainly through word of mouth and social media posts, with small groups joining weekend outings for a small fee. As interest grew, the operation gradually expanded its reach and structure.

“For the people that have tried it, they tend to like it and decide to keep it as a part of their lifestyle,” Bryan told the Jamaica Observer.

Since then, the business has grown into a more structured operation, with tours now running almost every weekend across a widening network of trails. The experiences are designed to be accessible to a broad audience, with participation open to beginners, families and organised groups, including schools, universities and church communities. Bryan said hikers as young as 10 can join when accompanied by a parent or guardian. The tours now cover 11 official hiking locations across the island, with additional sites being explored before they are introduced publicly. Experiences are designed to accommodate varying fitness levels, with trails graded along a scale from beginner to advanced.

“We do it by a difficulty rating of one to 10, and we have hikes as low as one and two going all the way up to ten, so there’s something there for everybody,” Bryan said.

While options span multiple parishes, one trail continues to dominate demand: the Blue Mountain Peak.

“The most popular one is the Blue Mountain Peak, and that is the most intensive one as well. I figure it’s the most popular one because that’s the one that most people only really know,” he told the Sunday Finance.

To broaden awareness beyond the island’s most recognised trail, Fortis Tours and Hiking has leaned heavily on digital storytelling and trail features highlighting lesser-known landscapes across Jamaica, helping to expand interest beyond traditional hiking routes. As demand grew, the company also shifted from occasional public hikes to a combination of scheduled tours and private group bookings, allowing greater flexibility for clients seeking customised outdoor experiences. Public tour rates range from approximately $6,500 to $10,500 depending on trail difficulty and duration, while private tours vary based on group size and scheduling requirements. As participation expanded, strengthening safety and operational standards became central to the company’s model, given the inherent risks associated with hiking terrain. Each tour is led by two trained guides, a lead at the front and an assistant at the rear, ensuring continuous oversight of participants throughout the route. Guides are First Aid-certified and trained in basic rescue procedures, while transport providers are vetted in advance.

“We have a policy that no person is left behind,” Bryan said.

Most hiking experiences are structured as single-day excursions, with participants meeting at the University of Technology (UTech) before being transported to trailheads and returned after completion. The Blue Mountain Peak hike typically spans two days. Beyond hiking, Fortis has also expanded into camping experiences at select mountain locations, including Dublin House in St Andrew, Hollywell and Blue Mountain Peak. Bryan said environmental stewardship has also become part of the company’s operating ethos, with guides and participants contributing to trail maintenance and clean-up during tours, particularly on routes not formally maintained by public authorities. Looking ahead, Fortis aims to expand hiking access across all 14 parishes while strengthening partnerships with hotels, villas and accommodation providers seeking to offer visitors outdoor experiences beyond traditional beach tourism.

“One thing that we understand and we’ve really appreciated is that when tourists come, they don’t necessarily just want to be stuck in the hotel all day. They want to experience authentic Jamaica. And that’s the vibe that we give,” he said.

He, however, added that the appeal is not limited to visitors.

“This is not just for tourists but for our locals as well, because you have a lot of Jamaicans that have never been up to Blue Mountain Peak, and it is almost like a rite of passage,” Bryan told the Sunday Finance. “We just want to bring everybody around the country and let them actually experience the real Jamaica.”

Campsite at Portland Gap, Blue Mountain.

Hikers en route to a trailhead during a Fortis Tours and Hiking outdoor excursion.

BRYAN…we have a policy that no person is left behind.

Fortis Tours and Hiking team at its campsite at Dublin House, St Andrew..

Keith O’Sullivan, co-founder, Fortis Tours and Hiking.

Déneille Grant, co-founder, Fortis Tours and Hiking.

Fortis Tours and Hiking participants at Bull Head Mountain..

A Fortis Tours and Hiking client at Cascade Falls, Portland..

Kwame Falls, St. Mary.

A hiker takes in the view from Cinchona Botanical Gardens, St Andrew, on a Fortis Tours and Hiking tour..

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