By Durrant Pate/Contributor

The Artisan Village at Falmouth (AVF), which houses several small and micro-entrepreneurs, is set to benefit from major cruise lines’ promotional activities.

Tourism Minister Edmund Bartlett has announced that at least two major cruise lines have already agreed to support artisans and entertainers at AVF, where nearly all of the 47 shops at the village are now occupied, showcasing authentic Jamaican food, drink, culture, arts and crafts.

He disclosed in Parliament on Thursday yesterday that, “Carnival Cruise Line will promote the AVF for two years free of cost across all eight of its lines. Disney Cruise Line is keen to partner on family-focused cruises and support our artisans and entertainers, with a follow-up meeting planned for July 2025.”

He also shared that a third major cruise line, MSC Cruises, has connected Jamaica with their shore-side programme managers, who will be on the island in October to come on board with the AVF. To build on this momentum, the Tourism Enhancement Fund, which developed the AVF through its Jamaica Centre of Tourism Innovation (JCTI) Division, is hiring a dedicated business development manager to increase AVF’s foothold.

Significant results for AVF 

Making his Sectoral Debate presentation, Minister Bartlett told the House of Representatives that strategic marketing efforts have yielded significant results for the AVF. This includes Jamaica’s participation in the April 2025 Seatrade Cruise Show, which led to direct pitches to major cruise lines. 

AVF is a groundbreaking, not-for-profit initiative by the Government of Jamaica with a core mission of creating unique Jamaican experiences that stand out by fostering a new era of tourism centred on our vibrant culture. Opened in April 2024 at the Port Authority of Jamaica’s Heritage Port in Falmouth, Trelawny, the AVF transformed Hampden Wharf into a dynamic cultural hub. 

The JCTI and the Tourism Linkages Network identified and onboarded small and micro-entrepreneurs, providing them with a vital entry point into the tourism value chain. AVF blends history with innovation, chronicling the history of 19^th-century Trelawny through both immersive storytelling and cutting-edge 21st century technology. 

Virtual reality technology is used to introduce visitors to the many characters who lived and worked in Trelawny at the time. Moreover, visitors – young and old – may play games using augmented reality and virtual reality at the Artisan Village at Falmouth.

The entertainment programme features young, talented performers from western Jamaica, many trained and certified through partnerships with HEART NSTA Trust and City & Guilds, delivering four live shows daily. AVF is a public good, designed to empower these entrepreneurs and their families, thus fostering economic growth and cultural pride.