By Fern Davis

Deputy Chairman of the Jamaica Tourist Board (JTB) John Byles has said Jamaica is uniquely poised to enhance its appeal to international visitors through a strategic diversification of its accommodation sector. 

Byles, in a recent sit down with reporters, said that it is against this backdrop that there is a critical need for the government to establish clear policies and incentives aimed at promoting European Plan (EP) resorts. 

He added that “these establishments”, which do not require guests to purchase fixed dining packages, promise to transform the tourism experience while simultaneously empowering local communities.

He further noted that the push for EP resorts aligns with a growing trend among travellers seeking authenticity and flexibility in their holiday experiences, adding that by offering accommodations that allow guests to explore local dining options, entertainment, and cultural activities at their own pace, Jamaica can attract a broader demographic of tourists. 

This shift, Byles, who is also Executive Deputy Chairman of Chukka Caribbean Adventures and a Director of Jamaica Vacations (JAMVAC) said, is expected to yield significant economic benefits as visitors engage more deeply with the local culture and economy.

“Diversifying our accommodation sector is not just an opportunity; it’s a necessity,” Byles stated. He explained that EP resorts would create a win-win scenario: tourists receive a more personalized experience, while residents gain opportunities to showcase their talents and services. 

“Imagine a visitor enjoying the vibrant flavours of Jamaican cuisine at a local restaurant, guided by a resident chef who has honed their skills over the years. This is the type of experience that EP resorts can facilitate,” Byles added.

Byles further highlighted the potential for EP resorts to stimulate local businesses, from dining establishments to artisanal craft shops, adding that with increased foot traffic generated by tourists seeking out authentic experiences, “local entrepreneurs can thrive”. 

“This model not only supports the economy but also enriches the cultural tapestry of Jamaica, fostering connections between visitors and residents,” he said.

Byles further argued that the call for EP resorts is particularly timely as the tourism industry seeks to recover from the impacts of the COVID-19 pandemic. 

He said that many travellers are now prioritizing safety, flexibility, and unique experiences, noting that “by responding to these evolving preferences”, Jamaica can position itself as a destination that embraces change while honouring its rich heritage.

To realize this vision, Byles is urging the Jamaican government to implement supportive policies and incentives. 

“We need to create an environment where EP resorts can flourish. This includes streamlined regulations, tax incentives for developers, and marketing support to attract investors. By doing so, we can encourage the growth of a diverse accommodation sector that reflects the vibrancy of our culture,” he added.

The benefits of this approach extend beyond economic gains. Byles noted that a diversified tourism sector can help preserve Jamaica’s cultural identity. As visitors engage with local artisans, chefs, and performers, they contribute to the sustainability of cultural practices and traditions that define the island. “Visitors become cultural ambassadors themselves, sharing their experiences and stories when they return home,” he added.

Furthermore, Byles emphasized the importance of training and development for residents, adding that to fully capitalize on the opportunities presented by EP resorts, policymakers must commit to supporting programmes that equip Jamaicans with the skills needed to thrive in the tourism sector. 

“Investing in our people is paramount. By providing training in hospitality, culinary arts, and cultural education, we empower Jamaicans to take on leadership roles in this evolving industry,” he said.

The enthusiasm for EP resorts is echoed by local business interests throughout the resort towns who recognize the transformative potential of this initiative. 

“It’s about creating a holistic tourism experience that benefits everyone,” said Garfield Dussard, an Airbnb host from out of St. Ann. “When tourists have the freedom to explore, they discover the true essence of Jamaica, and that leads to more sales for us and more jobs for our community.”

Mortimer Martin, a Portland businessman agreed, saying that as discussions around the future of Jamaica’s tourism continue, the emphasis on diversification stands out as a critical strategy. 

He said that by adopting a model that prioritizes flexibility and local engagement, Jamaica can enhance its reputation as a destination that not only welcomes visitors but also invites them to be part of the island’s vibrant culture.

“The call to assist with our European Plan resorts represents a significant opportunity for Jamaica to reshape its tourism landscape. With the right policies in place, the island can cultivate a more resilient economy, empower local communities, and deepen the cultural connections that make Jamaica a unique and cherished destination,” Martin further remarked.