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© 2016
More to Jamaica: Indigenous Tourism
Case Study
International Aboriginal Tourism Conference IATC
Membertou, Nova Scotia December 14, 2016
More to Jamaica: Indigenous Tourism
Case Study
International Aboriginal Tourism Conference IATC
Membertou, Nova Scotia December 14, 2016
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© 2016 www.smallplanet.travel
Presenter
• Sustainable tourism consultant
• Travel agency owner
• 30+ years Canadian & International Indigenous tourism experience
• Resides on Squamish Nation territory in North Vancouver
• Member of WINTA, ATAC & AtBC
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© 2016
Learning from Canada to the World
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© 2016
North-South Partnership
• Unknown to hot destination in 3 years
• Over 60 operators with new itineraries
• Selected by National Geographic among top 50 best tours & ecolodges
• $0.5+ million media value
• New funding & partners
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© 2016
North-South Partnership
• 10 new experiences thriving until today
• Over 45 businesses & supporters trained
• Relationship between Native Education College & Mayan community
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© 2016
North-South Partnership• Implemented in two
states
• Over 200 operators & communities trained
• Support from National & State governments & international development organizations
• Relationship between Native Education College & indigenous community
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© 2016
Jamaica Partnership
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Typical Jamaica Tourism
CruiseJamaica.com
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Typical Jamaica Tourism dunnsriverfallsja.com
Ziplinejamaica.com
mysilversands.com
things-to- do-in-jamaica.net
visitjamaica.com
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© 2016
Community Tourism Challenges
• Image of Jamaica
• Perception of safety
• Visitor perceptions of communities
• Lack of market ready product
• Location of CT experiences
• Accessibility
• Infrastructure
• Lack of capacity, tourism & business knowledge
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© 2016
National Community Tourism Strategy
An invigorated tourism sector in communities that enriches community quality of life through social, cultural, economic and environmental benefits, exemplifies sustainable livelihoods, and strengthens Jamaica’s national policy values and interests.
Vision
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© 2016
National Community Tourism Strategy
… is respectful interaction from community tourism experiences that enrich both hosts & visitors, supports & promotes responsible tourism & sustainable livelihoods, provides linkages through the local tourism value chain, & creates social, cultural economic & environmental benefits for local communities.
Community TourismDefinition
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© 2016
National Community Tourism Strategy
Market Ready & Market Responsive
Extensive consultation with tour operators, online marketing partners & other influencers to find out market gaps, wants & needs
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© 2016
National Community Tourism Strategy
• Basics of experiential tourism workshops
• ‘How to’ packaging & marketing training
• Training “coaches” to provide ongoing support
Experience Travel Focus
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© 2016
Implementation of CT National Strategy
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© 2016© 2016
• US$15 million program
• 6 years, ending 2017
• Reduce rural poverty by increasing communities’ earning potential
• Focus on agriculture & community tourism
JSIF-REDI Program
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© 2016Salt River Birding & Boat Tours
• Birding, nature and culture tours by local fishers
• Interpretive center and aquatic gardens
• Mangrove boardwalks
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© 2016Ambassabeth Ecolodge
• Blue & John Crow MtsUNESCO heritage site
• Accommodation & Maroon food
• Maroon history & culture
• Nature, birding, agri-biodiversity & reforestation programs
• Student education
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© 2016Jamaica Conservation Development Trust
• Blue & John Crow MtsUNESCO heritage site
• Accommodation, nature and culture tours
• Hike to the peak
• Coffee growing/processing
• Nature, birding, agri- & biodiversity programs
• Visitors Center
• Student education
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© 2016Rastafari Indigenous Village RIV
• Rastafari history, philosophy and culture
• Village and gardens
• Accommodation
• Artisans
• Ital food
• Drum making
• Music
• Wellness
• Cannabis
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© 2016Charles Town Maroons
• Maroon Museum
• Village and gardens
• Mountain trails
• Drumming & dancing
• Maroon food
• Maroon wrestling
• Artisans
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© 2016Cockpit Country Adventure Tours
• Caving & underground adventures
• Agritourism & culture
• Tubing & rafting
• Bird watching
• Local homestays
• Environmental programs
• Student education
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© 2016Treasure Beach Agritours
• Scooter & cycling tours to local farms & fishers
• Agritourism & culture
• Gourmet farm dinners
• Community events –fishing tournaments, triathalon
• And much more
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© 2016Treasure Beach Women’s Group
• Art workshops
• Cultural programs
• Dancing & drumming
• Gift shop
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© 2016© 2016
Infrastructure, Equipment & Training
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© 2016© 2016
Improving Tourism Skills & Knowledge
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© 2016
Tradeshows
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© 2016
Branding
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© 2016
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© 2016
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© 2016
Play Video
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© 2016© 2016
• Small portfolio of market-ready businesses
• Greater choice of real Jamaica experiences for visitors
• Tourism reaching more remote communities
• Greatly increased tourism knowledge & skills in communities
• More jobs & economic opportunities
• Community pride & collaboration
Key Benefits & Shifts
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© 2016© 2016
• Communities creating interactive made-in-Jamaica travel experiences
• Communities collaborating to learn from each other, package & market
• Minister of Tourism focusing on Community Tourism development
• Rising interest of cruise companies, tour operators, hotels & media
Key Benefits & Shifts
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© 2016
Implementation of CT National Strategy Growing Canada-Jamaica Partnership
• Coordinating body• Market research• 3-year strategy with
focus on revenues, jobs & market readiness
• Coordinate product development/training & marketing
JSIF-REDI Phase 2 Recommendations
• Develop ideal guest personas/avatars
• Target PD & marketing to the personas
• Sharing economy travel marketing
• In year 3, assess economic impacts & program successes