Developing a plan for tourism in Jamaica




Project background


Literature review


Understanding the rationale for planning in the travel and tourism industry

Benefits of planning of travel and leisure development to stakeholders

Advantages and down sides of general population private sector tourism planning partnership

Understand the several approaches to tourism planning and development

Features of tourism development planning at different levels

Significance of interactive planning systems and processes in tourism development

Different solutions to measures visitor impacts

Understanding the necessity for planning for sustainable tourism

Introduction idea of sustainability in travel and leisure development

Factors which could prevent/hinder ecological tourism

Different phases in planning sustainability

Understand current issues related to tourism development planning

Methods of resolving a conflict of interest to ensure the future physical condition of a producing tourism destination

Implication of managing resource and demand

Moral and ethical issues of enclave tourism

Understand the socio-cultural, environmental and economical impacts of travel and leisure in producing countries and rising destinations

Comparison of current issues associated with travel and leisure and development in a growing country and an emerging destination where the impacts of travel and leisure are different






Tourism has been a major contribution to the Jamaican current economic climate; however tourism in Jamaica needs sustainable development. The aim of this task is to provide a knowledge of sustainable travel and leisure from a Jamaican platform. Sustainable travel and leisure is travel and leisure that will take full accounts of its current and future monetary, social and environmental effects, handling the needs of site visitors, the surroundings and host communities defined by (WTO 2014).

In this project a scenario was given where the ministry of tourism contracts a expert to develop and plan travel and leisure due to the fact that Jamaica is going to become unsustainable. In this project you should have analysis, suggestion and method for the tourism industry in Jamaica.

The importance of this project is to provide a knowledge of the look in the travel and travel and leisure development and how it can benefit stakeholders. It is important for stakeholders to comprehend the travel and leisure planning and development at different levels along with their significance. Since it is said that the Jamaican tourism is heading in an unsustainable direction, therefore it is of great interest to know what it is of great interest to know how to be sustainable different periods and how exactly we can prevent it. Information is shown of how important public private sectors are in the travel and leisure industry and their disadvantages. The public private sector must understand the socio-cultural, environmental and economic impacts of tourism in Jamaica. All of these impacts are what can cause the Jamaican tourism industry to be going within an unsustainable direction therefore the private and public sector can partner to help mitigate these issues.


There are five aims of this task as followed
  • To assess the value of planning and development in the tourism industry
  • Identify the benefits of planning and development to each stakeholder in the tourism industry
  • To determine the sustainability of the Jamaica tourism and how it can be maintained
  • To identify the effects of travel and leisure in Jamaica.


(WTO 2014) identified sustainable travel and leisure as tourism that takes full bank account of its current and further economic, public and environmental influences and handling the needs to guests, the industry, the environment and host neighborhoods. The Jamaican tourism is having failures and going to an unsustainable market however it has some great attraction (sunlight, sand & beach). (JTB 2014) analyzes the component of travel and leisure products which include accommodation, transportation, visitors attractions and tours, eating and entertainment (inclusive of festivals & occurrences) and the support service.

According to (Edward 2009) tourism does not profit the people of Jamaica because 80% of traveller's expenditures go to airlines, hotels and other international companies and not local businesses or employees. (Edward 2009) also gave market failures of the tourism in Jamaica such as low skilled career are provided, unplanned settlements and squatters communities that are set up close to resort areas that causes solid waste, insufficient sewage treatment, and travel and leisure entities that are gaining all of the rent are also not accounting for the negative and exterior aftereffect of their activities. (Ringo & Martin 2013) review the great things about tourism including the gaining of foreign exchange, providing jobs (directly and indirectly), producing income and growing infrastructure.

There are five reasons why the Jamaica's tourism is mentioned as unsustainable. (TPDCO 2014) summarize the five reasons such as growth rate, competitive good thing about the industry, the wider product outside the hotels is poor, the degrading of the countrywide environment and the view of Jamaican is that the industry is not beneficial. However (JTB 2014) recommended ways to alter from unsustainable to sustainability through five objectives such as improving the tourists experience, growth based on lasting market position, community based mostly development, inclusive and industry and environmental sustainability.




Stakeholders are the person or group who have interest within an company. Planning of the tourism development is adding things together actions such as infrastructure, co-operate strategies etc. stakeholders require in the look of tourism in Jamaica are JTB, TPDCo, Ministry of Tourism, Jampro, JHTA etc. Other stakeholders who benefit from the planning of travel and leisure developments will be the communities, visitors and non-government organizations.

Ringo & Martin (2014) wrote an article about how important is tourism to Jamaica, which offered ways that tourism, benefits the stakeholders of Jamaica. The planning of travel and leisure development is beneficial to the federal government and its organizations because for the past years tourism has generated the very best level of foreign exchange (approximately All of us$2b). Forex benefits the federal government, their businesses and local people indirectly. However, it is stated that the federal government gain direct take advantage of the increase of income whereas duty revenues will increase.

The article also expresses the huge benefits to local Jamaicans through employments. The look of tourism development provides careers for neighborhoods and other local Jamaicans such as distributors etc. Statistics demonstrates employment through tourism provides roughly 200, 000 people immediately and indirectly. Jobs that are provided immediately are hotels, crafting, transport, sights and indirect are trading, loan company etc. Infrastructure can be good for not only hotels and holiday resort but also the public facilities. Infrastructure should be improved to accommodate tourist that are in the air port to hotels. For example the Norman Manley Air port road has just been improved. Locals also gain indirectly from the increasing of foreign exchange.

The planning of the travel and leisure development is also good for traveler/visitors. If travel and leisure is developed then it would attract more visitors to the island. This can enhance the visitor experience and can come again to endorse inside our culture and, our sun, fine sand and beach.


According to DBJ (2012) public private collaboration is a permanent procurement contract between the open public and private sectors, where the proficiency of each party is targeted in the making, funding, building and functioning an infrastructure project or providing a service, through the correct sharing of resources risk and rewards.

There are just lately public private partnership for travel and leisure planning between JTB and JHTA. Community private partnership can bring advantage to travel and leisure or disadvantage. However, the partnership between JTB and JHTA has brought advantage to the planning of tourism in Jamaica which is to get competitive advantages. Competitive benefits is the main advantage of open public private collaboration in tourism planning. The general public sector will transfer their knowledge while the private do the same to create ideas and increase technology for the destination of Jamaica. JTB and JHTA have created a ˜give away' of free rooms which would enable just a little competitive advantage to attract visitors. The partnership job creates not only a competitive edge but also enhancements and new ideas. Another benefit of the PPP is the risk sharing. When problem happen the party that can best manage this issue, the risk would transfer compared to that party. Another example of PPP was with Lover's Step and Ministry of Tourism which would permit to provide jobs to the city members and entail them in taking part in travel and leisure. Private sector provides finance and service, where the public sector is based solely in it. For instance NTO and JHTA. The private spouse manages complex financial and technical task while the public sector handles law and insurance policies. Therefore the combination of the two brings higher value and minimizes cost. PPP talk about technology that will permit projects to finish faster and reduce delays.

On the other hands there are downside that impact both private and general public sector and both. Although hazards are shared, most of the risk sometimes goes to the private spouse and overall the federal government will be responsible in the final aspect. So we can say that although hazards are distributed most risk is on the federal government. The tasks of public private partnership may take years to complete which is an drawback for the planning of travel and leisure development. Politics problems may happen for example if the government changes plus they no longer desire to be involved in that partnership then this cause a problem for the private sector.

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