“Jamaica Community Experiences”: Exploring the Jamaica Social Investment Fund and Rural Economic Development Initiatives

Research confirms that visitors to Jamaica are demanding high quality tourism products and services that incorporate nature, culture and heritage tours. As a major contributor to Jamaica's gross domestic product (GDP), tourism is one of the main channels for economic growth. However, the Jamaican hospitality surpasses customer service and moves to genuine friendship which is the heart of community tourism. We build on the core values of Community Psychology (individual wellness, sense of community, social justice, citizen participation, community collaboration and strengths), and the trade development strategies of Porter's Diamond. Programs funded by the JSIF through the Rural Economic Development Initiatives (REDI) and the Integrated Community Development Project (ICDP), aim to strengthen the infrastructure as well as develop human resourced associated with the industry. However, quality training is critical in order to maintain the integrity of the recently launched “Jamaica Community Experiences” brand. The article concludes with highlighting effective training as the way forward in sustaining community tourism in Jamaica. Programs developed by JSIF partners, Team Jamaica, the HEART Trust/NTA, and the Sandals Corporate University (SCU) demonstrate how JSIF's community tourism enterprises (CTEs) have developed, and can later develop, the skills that will sustain their tourism products.