Tourism Minister Edmund Bartlett reaffirmed the Jamaican Government’s commitment to the continued development of Negril last Saturday (January 18), underscoring key infrastructure investments and the strategic role the growing resort town will play in expanding the island’s tourism offerings.

Speaking at the grand opening of ‘The Red Stripe Experience’ at Rick’s Cafe, Bartlett outlined a series of transformative projects that will enhance the destination’s appeal. These include significant improvements in water supply, road infrastructure, and the development of new accommodation options, all aimed at bolstering the region’s capacity to attract visitors and serve the growing tourism market.

“What tourism has done is to convert Negril into this buzzing commercial centre of great economic opportunity and enrichment for hundreds and thousands of people. Twenty-four per cent of the tourism earnings in Jamaica and of the tourism traffic comes from Negril and we are giving back to Negril,” said the minister.

The government is making investments in water systems, bypass roads, and the expansion of accommodation options. Negril will, in that way, continue to be a beloved spot for tourists but will emerge as a model of sustainability and growth.

A highlight of these projects is a US$221 million investment to overhaul the water supply system serving Negril and its surrounding communities.

This initiative, which Bartlett described as “the biggest investment that the government of Jamaica will do in water development in Jamaica and arguably in our history is going to be for this Negril area,” will ensure reliable access to water for residents and businesses, addressing past challenges and laying a solid foundation for future growth.

Additionally, the Government is moving forward with the development of a bypass road to alleviate traffic congestion and enhance the accessibility of the region. This new bypass will link the perimeter road from Montego Bay, bypassing Long Hill, Hopewell, Sandy Bay, and Lucea, to connect directly into Negril. The project is expected to improve transportation flow and ease travel time for both locals and tourists to the West End paradise.

“The Tourism Enhancement Fund (TEF) came to the rescue and we provided the funding required with the National Works Agency (NWA), and today we have a beautiful roadway driving from Negril into West End and we want to continue to work with you. Since 2017, 500 million Jamaican dollars of TEF funds have been spent in the Negril area,” added Bartlett. The investments the government is making will ensure Negril continues to thrive as a prime destination for tourists seeking authentic and meaningful experiences.

The minister highlighted that Negril was that place that rescued Jamaica in the 70s when tourism was not so fashionable for the regime at the time and the rest of the world did not exactly feel excited about coming to Jamaica. Negril essentially “saved Jamaica” during that period.

Bartlett also announced plans for a new hotel in the area — Viva Wyndham Hotel, which will increase Negril’s accommodation capacity by 1000 rooms, helping to meet the growing demand from international visitors. The ministry is also committed to revitalising the Negril Beach Park, inspired by the Harmony Park Beach concept, and upgrading the Negril Craft and Artisan Village to provide a platform for local artisans to showcase their work.

This is in addition to an airport for the area. Tourists will soon be able to land in the Negril area. “They won’t have to go to Montego Bay anymore to ask ‘where do I find Negril?’ They don’t have to go to Kingston and ask about Negril. In short order, they’ll be able to land in Little London and in two minutes you reach Negril,” noted the Minister.

Bartlett’s remarks come as the Jamaican tourism sector continues to flourish. In addition to infrastructure developments, the Red Stripe Experience at Rick’s Café is expected to bring significant tourism traffic to the region.

With projections of an additional 60,000 visitors to the venue in the coming year, the initiative will create new employment opportunities, generate millions in revenue, and contribute to the broader economic development of Westmoreland and its neighbouring areas.