Jamaica came into popularity as a tourist destination in the 1950’s and 1960’s when the wealthy and famous would come to the island and stay in private villas to enjoy the beaches and weather. Through the 70’s, tourism grew into a major industry with commercial lodging accommodations being built to support the influx of visitors. In the 1980’s, as Jamaica’s economy faltered, the tourist industry continued to gain strength, but began moving from an independent resort and private villa destination toward the today’s dominating all-inclusive format that was fueled by a combination of affordability, a price-fixed concept, and safety concerns. It was also during this time that the cruise industry experienced parallel gains, with ships coming into piers at both Montego Bay and Ocho Rios.
Tourism in Jamaica is primarily concentrated on the country’s North Coast between Negril and Ocho Rios. While there are a few resort areas, such as Port Antonio, outside this area, most lack sufficient proximity to the airport and ease of access to move beyond boutique status. Sangster International Airport in Montego Bay serves as the primary port of entry for overnight visitors, with a newly constructed coastal highway delivering visitors to Negril, Ocho Rios, and points in between.
Negril has a unique development story that has largely shaped the evolution and character of the destination. Negril’s first presence in international tourism began during the Vietnam War when American families sent their sons to Negril to escape the military draft. As more visitors started to explore Negril, then a small beach town, locals began renting out rooms in their homes and eventually building adjacent guest houses. Through the 1980’s, Negril experienced large success and a building boom of new hotels to accommodate demand. The West End was known for its nightlife and boutique properties and the beach was known for its relaxing days and luxury hotels.
As the country’s economy faltered and crime became a larger issue, all-inclusive resorts began to dominate the market, forcing Negril’s West End to position itself as a more budget-oriented destination, losing some of its bohemian charm. In recent years, however, the West End has begun to revitalize with the opening of several luxury boutique properties that take advantage of the privacy and unique beauty afforded by the area’s cliffside oceanfront. Despite this revival, the area struggles to compete against the larger all-inclusive hotels that effectively constrain dining and entertainment activities outside their walls.
This article is part of the Comprehensive Resort Upgrading Programme – Negril
Assessment and Evaluation Report
