Working Together on an Agreed Strategy

At the very inception of the project close consultation with the community and other stakeholders should result in the creation of an agreed vision and strategies for the development of community-based tourism products. This vision should incorporate social, environmental and economic goals and objectives.

For community-based tourism to work all stakeholders must have the same vision, goals and objectives designed to achieve this vision. These goals and objectives should enable a comprehensive picture of needs and opportunities to be formed thus allowing for a range of complementary action to be taken. One of the main benefits from working on a shared strategy is to provide the community with the tools and knowledge necessary for decision-making.

It is customary that the strategies are community-led and based. However, in the Jamaican context this decision will have based on the capacity that exists in the subject community. It cannot be assumed that the community can lead this process. Likewise, it is not to be assumed that they cannot. Levels of leadership and capacity have to be determined on a case-by-case basis. Nonetheless, it is essential that people with experience and knowledge of tourism and community development be involved in guiding this process. The nature and style of guidance will be dependent on the capacity at the community level.

People involved in the development process should include representatives of the local community, knowledgeable tourism operators, local entrepreneurs, relevant NGOs, conservation agencies including protected area managers, cultural and heritage experts and local authorities. It is important that links be made with the Parish Council, Ministry of Local Government and the Planning Institute of Jamaica.

Inputs to the strategy should include:

• A review of the national strategy.
• A comprehensive market assessment
• An assessment of natural and cultural heritage, including opportunities presented for tourism sensitivities and constraints.
• Detailed consultation within the community covering attitudes and awareness towards tourism, role of tourism and how it functions opportunities and pitfalls, existing experience, concerns and levels of interest.
• Establishment of goals and objectives that dove-tail with national goals.

It is also helpful to set out clear statements of strengths, weaknesses, opportunities and threats to country, tourism and the community.
The output of the strategy should be an agreed vision for community-based tourism within a specified time period, together with an identification of aims, objectives and strategic priorities, an action plan, and a way of monitoring systems and results.

The action plan should identify practical initiatives, including a timescale and an indication of responsibilities and resources required. It is very important, in order to avoid frustration, not to be too ambitious in terms of targets and timing.

The actions identified may include specific development or marketing projects. In some areas, at least as much, or more, attention may need to be paid to the management of tourism, including policies on development control and the handling of existing visitors. In instances involving national parks and protected areas, the strategy must address the issue of user fees, their use and distribution. This will require the involvement of the National Environment and Planning Agency (NEPA). Again, this may also require specific legislation to allow a “community” to retain user fees.

Continuous dialogue with the community and other stakeholders should lead to consensus on a shared vision and strategies for tourism which have all the elements of sustainable development: social, environment and economic. It is also important to impress upon the community that the strategy can change depending on external and internal variables. The critical element is patience as it may require several rounds of consultation to accomplish the task. Consensus is important for the success and sustainability of the project, the process and the products.

PIOJ document - Guidelines for South Coast Project -
prepared by Carolyn Hayle