Can Jamaica's cruise administrators re-strategize, strengthen inclusiveness, expand attractions and gather more revenue?
Authors: McLean Eron Garfield 
Published: February 2022

Purpose

The purpose of this paper is to explore if Jamaican authorities can improve revenue earnings from cruise tourism in the post Covid-19 period by improving the standards of current attractions, adding new ones and allowing more citizens to participate.

Design/methodology/approach

A literature review was undertaken, supported by discussions with other authors who have written and published previous work on cruise tourism, and conversations with prominent tourism industry representatives.

Findings

All cruise lines operating in the Caribbean have islands to exclusively entertain their guests and yet, Caribbean islands need more integration. Each island currently negotiates separately with cruise lines to determine the “head tax” payable. Cruise lines could give guests a more authentic experience by employing more workers from the region and tourism workers could improve their earnings by working more closely with cruise lines. Caribbean governments can expand access to more attractions by improving their road network across the islands.

Research limitations/implications

Further investigation could include: ways to integrate more Caribbean islands, negotiations between cruise lines and the Caribbean islands as a group, making Caribbean workers more attractive to the cruise industry and, the cruise lines' appetite for more diversified attractions within the Caribbean region.

Practical implications

This study should raise the consciousness of the Jamaican government and tourism administrators about the fact that Jamaica has far more attractions than that of those present in the market. More Jamaicans could receive training to provide direct or indirect service within the cruise industry. Increased engagement of Jamaican workers would lead to improved economic wellbeing for them and their families and the country as a whole.

Social implications

Jamaicans might take better care of their environment if they stood a chance of benefiting more from cruise tourism. They might see clearly how cruise tourism impacts their communities. Further, citizens might take better care of their environment and keep it healthier and attractive. They might be even more self-disciplined in their behaviour and reduce crime and violence to acceptable levels.

Originality/value

This paper provided a simple perspective on how disconnected Caribbean islands are reflected in the wide variance in head tax charged by each island. Caribbean Governments should examine the various ways in which lack of integration has affected the region as a whole and agree on a framework for wider cooperation. If the Caribbean islands negotiate with cruise lines as one group, they may enhance their negotiating power. Each government within the region can conduct a comprehensive audit of attractions and include them in their development plan. Governments could involve their citizens more as providers of service to the cruise tourism business. Cruise operators could also see that there is wisdom and economic benefit arising from engaging more workers from the Caribbean.