JAMAICA
THE PROBLEM
Jamaica is a beautiful island nation located in the Caribbean Sea, south of Cuba and west of Haiti. It is known worldwide for its rich culture, tropical beaches, reggae music, and warm, friendly people. The capital city is Kingston, and other major towns include Montego Bay, Ocho Rios, Negril, and Port Antonio.
With a population of about 3 million people, Jamaica’s economy depends heavily on tourism, agriculture, and remittances from overseas Jamaicans. Tourism is one of the country’s largest industries, attracting millions of visitors each year who come to enjoy the island’s sun, sea, and culture. However, while tourism has brought foreign exchange, jobs, and development, it has also caused environmental damage, social inequality, and cultural challenges. That is why promoting sustainable tourism — tourism that protects the environment, supports local communities, and celebrates Jamaican culture — is so important for the country’s future.
Problem Statement for Locals
In Jamaica, many local people and small businesses do not get enough benefits from tourism because the tourist system favours big companies. With people having to work for long hours while being underpaid, and people being moved from beaches and markets to give tourists private access.
SOCIAL
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Cultural Erosion
Traditional music, crafts, and customs can become staged for tourists, losing authenticity. Local culture turns into a show instead of a real expression of Jamaican life.
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Inequality
Wealth from tourism is uneven: foreign investors and resort owners earn much more than local workers or small vendors.
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Crime and Safety
Some tourism areas have seen increased petty theft and harassment, often linked to economic inequality and job insecurity.
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Exploitation
In certain resorts, there are cases of transactional relationships that exploit vulnerable groups, especially women and youth.
ECONOMIC
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Leakage of Profits
A lot of money spent by tourists do not stay in Jamaica. Many companies are foreign-owned, so profits go overseas instead. Only 30–40% of every tourist dollar may remain in Jamaica.
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Low-paying seasonal jobs
Most tourism jobs are low-wage, temporary, or part-time. Locals may struggle to earn a stable income, especially in the off-season.
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Dependency on tourism
Tourism makes up a large part of Jamaica’s GDP, so when global crises happen, the economy suffers badly.
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Urban vs Rural Divide
Tourist towns have better roads, jobs, and services, but rural areas lack infrastructure, schools, and healthcare. Many young Jamaicans lack access to quality training in all sectors
ENVIRONMENTAL
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Beach Erosion
Resorts and cruise ships have caused coastal erosion, especially in Negril and Montego Bay. Construction often damages mangroves and coral reefs. This destroys fish habitats and natural storm protection.
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Water Shortages
Big hotels and golf courses use huge amounts of water, leaving nearby villages short on supply — especially in dry seasons.
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Waste Management
Tourism areas create tons of garbage and sewage that local systems can’t handle, polluting rivers and the sea.
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Carbon Footprint
Thousands of flights and cruise ships increase greenhouse gas emissions, contributing to climate change.
Solution
Increase awareness of Jamaica’s local businesses, culture, and communities through a youth-led social media campaign, encouraging tourists to visit lesser-known areas, purchase local products, and support sustainable tourism.
01 Research
Identify and gather information about 10 local businesses in Jamaica with the help and connection of the Jamaica Business Development Corporation (JBDC). JBDC can then send us their videos of local businesses, along with background information on them that we can use for the videos.
02 Creation
Use JDBC’s videos and information to make short videos that expose UK travellers to local areas in Jamaica. The videos will be made enticing so we can successfully bring foreign travellers to local areas in Jamaica.
03 Advertise
Post content on Instagram, TikTok and Facebook multiple times a week and tag the JDBC.
04 Feedback
Feedback from local vendors will be collected with the help of Jamaican partners (JDBC), and feedback will be used to measure how effective the plan was.
Strengths
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Our campaign targets young UK audiences who are likely to travel to Jamaica in the future, helping promote sustainable and culturally aware tourism early.
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It can be managed using free social media tools, making it realistic and affordable for students.
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The campaign is entirely online, meaning no travel, printing, or carbon emissions are involved.
Weaknesses
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Communication may take time, making it harder to get approval or materials quickly.
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We rely on local partners for authentic videos of vendors and artisans, which may limit content variety.
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Without funds for paid promotion, we depend on organic reach and shares to spread our message.
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Success depends on engagement and social media visibility, which can be unpredictable.
Expected
Statistics
Our solution is achievable and effective through creative, student-led social media content. Promoting Jamaican-owned businesses through social media can help keep more tourism income in the country, directly benefitting local workers.
Social Media
5K-10K
users across TikTok and Instagram.
Measure via social media analytics.
Businesses Helped
18 per year
1.5 per month. Measure via extra
revenue generated and feedback.
Impact
40%
increase in visibility.