The Caribbean island of Jamaica announced this summer the creation of a new zone for high-end tourism stretching from Oracabessa to Port Antonio along the island’s northern coast. The new Jamaica Riviera zone features only low-density development targeted to upscale travelers, as Jamaica hopes to protect a portion of their island nation from the high-density tourism projects sprouting up on other islands.

© Audley Green

“Jamaica continues to be among the world’s most sought-after destinations for international travel,” said the Hon. Edmund Bartlett, minister of tourism, Jamaica. “As we are working to diversify our tourism sector, we could not be more pleased to create an area that provides a different type of experience for the high-end traveler. This new zone will be supported by additional non-stop air service flying directly into Ocho Rios, providing easier and more direct access to this beautiful region of our island.”

The Jamaica Riviera zone will include the northern coastal towns of Oracabessa, Port Maria, St. Ann’s Bay, Runaway Bay, Discovery Bay and, of course, the town of Ocho Rios itself. Once the planned new highways are constructed in the area, travelers entering the island through Ian Fleming International Airport in Ocho Rios will have easier and faster access to accommodations within this zone, reaching their resort or villa in less than one hour. Redevelopment projects are also underway in Port Antonio to increase the area’s appeal for high-end travelers.

© Audley Green

Creating this zone will also encourage more travelers to explore areas beyond the primary tourist towns of Montego Bay and Negril, while highlighting Jamaica as the “Caribbean’s Best Nature Destination.” This will result in more tourism dollars being filtered to more people and businesses throughout the island. Extending the reach of tourism into additional communities is part of Jamaica’s Blue Ocean Strategy.

The strategy aims to meet growth targets of 5 million visitors, $5 billion in earnings and 5,000 new rooms by 2025. It will require a shift in mindset as Jamaica seeks to uncover hidden opportunities in the tourism industry and to support smaller- to medium-sized businesses and individual entrepreneurs operating within the tourism sector, ultimately promoting sustainability, inclusivity and resilience.