Montego Bay Mayor Backs Community Tourism to Move City Past Beaches and Nightlife

WESTERN BUREAU: Montego Bay Mayor Richard Vernon has added his weight to appeals for genuine, community-centred attractions in the western resort city, as leaders work to stretch its draw beyond coastline, hotels and late-night entertainment.

At last Thursday's opening of the A Mi Mek It experience on Leaders Avenue in Montego Bay, Vernon said the city has firmly established itself as Jamaica's tourism capital, accounting for about 30 per cent of the island's hotel rooms and operating the English-speaking Caribbean's busiest airport. He cautioned, though, that further expansion would hinge on widening what guests can see and do.

"People come for the beaches, the vibe, the parties and the nightlife, but what else is there?" Vernon asked. "They want to get into the nitty-gritty. They want to meet local people, come into the community, shake hands and experience Jamaica. This is the space for that."

He characterised the State as a partner in development while placing the burden of fresh ideas on private enterprise.

"We facilitate, but the private sector innovates," Vernon said, praising entrepreneur Marie Imbault for backing an offering that gives travellers another reason to discover Montego Bay outside its familiar tourism staples.

He also urged other business owners to pursue creative ventures that put Jamaica's culture and neighbourhoods on display.

Vernon's position found support from Sandra Bellinfantie, product quality manager for the western region at the Tourism Product Development Company (TPDCo), who maintained that tourism's direction rests less on the scale of an attraction than on how real and well-crafted the guest experience feels.

"A Mi Mek It proves you don't have to be big to make it," Bellinfantie said.

She held up the venture as evidence that modest tourism outfits can win dedicated audiences by presenting local culture, goods, crafts and heritage through hands-on experiences.

"It is not about how big you are, but whether you can provide an authentic product which is fun and engaging in a clean, healthy and safe environment that shows respect for both people and the environment," she said.

Bellinfantie noted that modern travellers increasingly want chances to connect with local life rather than ticking off conventional sightseeing stops.

"Visitors are looking for authentic cultural activities in environments that are clean, safe and genuinely Jamaican," she said.

She added that ventures like A Mi Mek It also bolster surrounding economies by generating jobs and drawing business for farmers, artisans, entertainers and other suppliers.

Bellinfantie urged would-be tourism operators to treat the attraction as evidence that culturally grounded concepts can grow into sustainable businesses.

She restated TPDCo's pledge to stand behind emerging operators, saying the agency will keep working with attractions that lift local livelihoods while highlighting Jamaica's cultural wealth.