This paper is a reflection on the “people” aspect on vulnerability issues related to tourism. The purpose is to analyse a few key aspects such as attitudes, aspirations, beliefs, behaviours, customs and culture of the key host communities in the context of tourism in Jamaica. The paper highlights literature on the topic with particular emphasis on publications based on the author’s experience in Jamaica since 1995 as a tourist, hotelier, doctoral student, consultant, tourism educator and researcher. The paper acknowledges the changing pattern of vulnerability issues related to international, Caribbean and Jamaican tourism sector. The paper defends the case for increasing the involvement of the local community in tourism development, but also acknowledges some practical problems associated with such efforts. The conclusion draws to that increasing awareness and understanding of the ABC of the host communities as well as the key tourist market segments that are essential for tourism to be developed in a sustainable fashion.