Sturge Town, Jamaica’s second free village, is charting a new course in community tourism aimed at revitalising the community’s potential.

A ribbon-cutting and awards ceremony, held at the Sturge Town Primary and Infant on February 5, marked a significant breakthrough in empowering residents with new opportunities.

The ceremony celebrated the town’s enduring legacy while positioning it for future growth. A key highlight was the official unveiling of the wall of fame and the awarding of certificates to 24 residents who successfully completed their tour guiding and team Jamaica training, equipping them with the skills to showcase the town’s rich cultural heritage.

In attendance was Tourism Minister Edmund Bartlett, Member of Parliament North Western St Ann, Krystal Lee; executive director of the Tourism Product Development Company (TPDCo) Wade Mars; and Custos Rotulorum for St. Ann Joseph J. Issa,

Bartlett, in his address, underscored the government’s commitment to integrating Sturge Town into Jamaica’s broader tourism framework.

“I want to say how pleased we are to be part of the development of this great township of Sturge Town.  The effort today is part of a process to put Sturge Town back on the tourism map. An important element of this is training – providing the knowledge and skills to convert opportunities into tangible economic benefits,” he said.

The minister highlighted the government’s broader investment in community tourism, referencing the J$1.6 billion injected into 364 communities across Jamaica through the ‘Spruce Up’ initiative. Bartlett also revealed plans for significant tourism-driven developments in the region, including a 1,000-room hotel, housing developments, and a bypass road connecting Sturge Town to major highways, ensuring greater accessibility and economic expansion.

Mars echoed these sentiments, affirming that tourism is a vehicle for community upliftment.

“Sturge Town is one of Jamaica’s oldest free villages, built on the foundation of resilience, progress, and community. Today, we reaffirm a simple but powerful truth: tourism is for everyone,” Mars stated. “Through our Community Tourism Development Programme, we are investing in restoring landmarks, training local tour guides, and preserving the stories that make this community special.”

MP Krystal Lee, whose advocacy played a pivotal role in bringing the project to life, expressed gratitude to the Ministry of Tourism and TPDCo for their unrelenting support.

“Community tourism is very important for us here in St Ann North West,” Lee underscored.

Noting Sturge Town’s vast potential – not only in its deep historical roots but in its natural resources such as the Mali Spring, historic caves, and the famed Plum Tree where Marcus Garvey held meetings in the 1920’s and 30’s. Lee added that “this initiative is about developing our people and providing them with the tools to generate income through tourism.”

The ceremony saw a resounding show of support from community members and key stakeholders, all eager to see Sturge Town emerge as a vibrant cultural and eco-tourism destination. As part of the continued push, the Sturge Town Community Development Committee (CDC) will work closely with TPDCo to finalise the town’s official tourism concept and launch curated tour experiences.

Bartlett closed with a vision for Sturge Town’s future, stating, “We want to come and explore the cultural heritage assets here and to put them on the map properly”.