As part of its long standing mission to unlock the potential of the region for growth and development, the University of the West Indies has contributed significantly to the refinement and enhancement of the tourism product in Jamaica and the Caribbean. Through its teaching and research programmes, the institutional links it has forged, its publishing arm and the ongoing development of the campus plant, the University has demonstrated its ongoing interest and involvement in the tourist industry.

Since the 1960s when the tourism thrust was “sun, sea and sand,” the University has continued its efforts at building institutional capacity and developing programme offerings to meet the training and education needs of the sector as well as increasing public awareness of the potential of tourism within the population. Staff members at our University have conducted consultancies for the Government, the Jamaica Tourist Board and the private sector to assist these various entities to develop policies, identify problems with the tourism product and redefine the sector in terms of competitive and sustaining strategies.

The introduction of relevant programmes and the research resulting from these, along with the tradition of hosting theme specific conferences, have provided baseline and benchmarking information for analyzing, developing and honing the tourism product in sectors such as eco-tourism, cultural and heritage tourism, health tourism or sports/events tourism.

At the time, the importance of sustaining the tourism product offerings has challenged researchers at the University to direct attention to the social, physical and economic impacts of tourism. Not only is tourism the world’s biggest growth industry but for Jamaica it is the largest foreign exchange earner and it contributes significantly to the creation of employment opportunities in Jamaica as well as in the wider Caribbean.

The University has heightened public awareness of the vulnerabilities of the industry. Through research and studies conducted by its staff, it has provided and continues to provide guidelines for the sensitive and enduring development and use of natural, cultural and physical resources for improved understanding by and the enjoyment of Jamaicans as well as visitors.

Several members of staff were instrumental in developing the recently completed Tourism Master Plan which studies the carrying capacity of areas such as Montego Bay, Ocho Rios and Negril for the Government of Jamaica. Work for the private sector includes the 1998 South Coast Development Plan covering tourism from Hellshire to Negril.

From the University’s teaching programmes which incorporate the use of the newer information media, students have produced work of value to the tourism sector. The Management Information Systems (MIS) Showcase 1995 held at the Pegasus Hotel on July 18, 1995 featured software that was developed by students for various sectors including tourism. On display was a multimedia system to advertise the attractions of Jamaica to potential tourists. The Heritage Studies Programme with its multimedia components has also generated a number of videos, slide presentations and other multimedia presentations on various historic sites in Jamaica. With some refining, these products if appropriately marketed will no doubt contribute to the promotion of the tourism product.