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As Jamaica emerges from the challenges of the COVID-19 pandemic, the tourism industry is showing promising signs of recovery. With its unique cultural heritage, stunning natural landscapes, and welcoming atmosphere, Jamaica is once again becoming a top destination for travelers seeking unforgettable experiences in the Caribbean.
Among Jamaica’s many gems, Treasure Beach stands out as a hidden paradise waiting to be discovered by travelers seeking authentic experiences off the beaten path. Tucked away on the island’s south coast, Treasure Beach embodies the essence of Jamaican hospitality and charm. With its pristine beaches, vibrant local culture, an array of family-run enterprises, and eco-friendly accommodations, Treasure Beach offers a glimpse into the heart and soul of Jamaica. This quaint village is the perfect focal point for exploring the country’s post-pandemic tourism revival through Community-Based Tourism.
In pre-pandemic Jamaica, the Treasure Beach community emerged as a destination with great economic promise. As reported by the Jamaica Information Service, Treasure Beach contributed approximately US$82.4 million to Jamaica’s tourism earnings in 2015. This worthy contribution urged government investment the following year. David Dobson, the Ministry’s Chief Technical Director shares some insights.
“In 2016, the area of Treasure Beach, St. Elizabeth was earmarked as a pilot project in the drive to further develop community tourism across the island. In support of this program at that time, the community received an injection of JMD$48 million from the Tourism Enhancement Fund (TEF) to help fund its development projects.”
Following the government’s investment in 2016, Treasure Beach’s upward trajectory as a tourism hotspot gained momentum, paving the way for the community’s rise as a sought-after destination post-pandemic. As infrastructure and development initiatives took root, Treasure Beach began to attract attention not only for its natural beauty but also for its vibrant cultural scene.
Among the highlights of this transformation is the Calabash International Literary Festival, which has become the crown jewel of Treasure Beach’s tourism calendar. Held biennially at The Jake’s Hotel in May, this event, renowned worldwide, not only showcases the literary prowess of Jamaica but also serves as a testament to the community’s resilience and creativity in the face of adversity.
Since its inception in 2001, this celebration of literature has evolved into a beacon of cultural significance, drawing authors, poets, and avid readers from far and wide to bask in its literary splendor. After the 2018 staging, the biennial festival was canceled in 2020 and 2022 due to the coronavirus pandemic but returned with a bang in 2023. Even American A-list celebrity Angelina Jolie and our very own dub poet Mutabaruka were in attendance and photographed together at this 15th staging.
Justine Henzell, the festival’s producer, shares her experience of the 2023 Calabash Literary Festival and reflects on the decisions made to ensure its safety amidst the ongoing pandemic. By returning to the tried and true formula from 2018, Calabash maintained its unique outdoor setting by the sea, providing a safe and healthy environment for attendees. The goal was simple: to prioritize community well-being and ensure that everyone felt comfortable and protected.
“2023 was a huge success. There was a lot of pent-up demand for Calabash, people definitely missed it. They had missed being together in person. The takeaway I had from Calabash 2023 was just an overwhelming sense of joy from the audience. They were just so happy to be back.”
The demand for accommodations during Calabash weekends is so high that patrons often book their stays and pay deposits two years in advance for the upcoming event. However, when Calabash 2020 and 2022 had to be canceled, these arrangements were honored but postponed to 2023 when Calabash returned.
David Dobson, the Ministry of Tourism’s Chief Technical Director shared that, “In 2023, the [Calabash International Literary] festival was supported by over 3000 patrons from all over the world.”
With this influx of visitors flocking to partake in the festival in 2023, the event not only served as a celebration of literature but also a catalyst for economic prosperity within the small community of Treasure Beach. As these visitors descended upon the village, they infused vitality into the local economy.
In Henzell’s words, “The economy of Treasure Beach is positively impacted every time we have a festival. Not just the accommodations, but obviously people eat in restaurants, they go on boat trips, they buy crafts.”
The festival’s global appeal not only enriched the cultural fabric of Treasure Beach but also provided a substantial economic boost, demonstrating the profound impact of cultural tourism on community development.
This mutually beneficial relationship between the Calabash International Literary Festival and Treasure Beach underscores the significance of community support in fostering cultural tourism. Indeed, the festival’s success hinges upon the generosity and cooperation of the local residents, who generously offer their resources and hospitality to ensure its smooth operation.
“We receive so much assistance in kind, which is why we are able to put on the festival. None of the people that work at Calabash get paid, the venue is free, the Jake’s team is paid by Jake’s, not Calabash.”
Justine Henzell, the festival’s producer, marvels at the consistent outpouring of love, positivity, and support the event receives. She revealed that among the volunteer workers are herself and Kwame Dawes, Calabash’s Co-founder and Artistic Director.
“The authors that come do not receive an honorarium. They get airfare, accommodation, and a per diem which helps with their meals but they don’t get a reading fee. The festival is free, so there’s no charge for admission but we happily accept donations.”
In contrast to many tourism ventures on the island, where profits tend to flow elsewhere, Treasure Beach stands out. Here, the majority of profits generated during the highlight of the tourism season in this quaint village are reinvested into community-based businesses. This approach not only fosters community-based tourism but also positions Treasure Beach as a shining example of sustainable and inclusive tourism practices in post-pandemic Jamaica.
Treasure Beach’s tourism resurgence aligns with broader trends shaping the Caribbean tourism landscape. With an increase in tourism arrivals, expanding tourism products, and a growing emphasis on community participation, Treasure Beach is poised to thrive in the post-pandemic era.
Looking ahead, the next Calabash staging is set to take place in the summer of 2025 from May 23 to 25, promising another enriching experience for both locals and international visitors alike.
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As Jamaica emerges from the challenges of the COVID-19 pandemic, the tourism industry is showing promising signs of recovery. With its unique cultural heritage, stunning natural landscapes, and welcoming atmosphere, Jamaica is once again becoming a top destination for travelers seeking unforgettable experiences in the Caribbean.
Among Jamaica’s many gems, Treasure Beach stands out as a hidden paradise waiting to be discovered by travelers seeking authentic experiences off the beaten path. Tucked away on the island’s south coast, Treasure Beach embodies the essence of Jamaican hospitality and charm. With its pristine beaches, vibrant local culture, an array of family-run enterprises, and eco-friendly accommodations, Treasure Beach offers a glimpse into the heart and soul of Jamaica. This quaint village is the perfect focal point for exploring the country’s post-pandemic tourism revival through Community-Based Tourism.
In pre-pandemic Jamaica, the Treasure Beach community emerged as a destination with great economic promise. As reported by the Jamaica Information Service, Treasure Beach contributed approximately US$82.4 million to Jamaica’s tourism earnings in 2015. This worthy contribution urged government investment the following year. David Dobson, the Ministry’s Chief Technical Director shares some insights.
“In 2016, the area of Treasure Beach, St. Elizabeth was earmarked as a pilot project in the drive to further develop community tourism across the island. In support of this program at that time, the community received an injection of JMD$48 million from the Tourism Enhancement Fund (TEF) to help fund its development projects.”
Following the government’s investment in 2016, Treasure Beach’s upward trajectory as a tourism hotspot gained momentum, paving the way for the community’s rise as a sought-after destination post-pandemic. As infrastructure and development initiatives took root, Treasure Beach began to attract attention not only for its natural beauty but also for its vibrant cultural scene.
Among the highlights of this transformation is the Calabash International Literary Festival, which has become the crown jewel of Treasure Beach’s tourism calendar. Held biennially at The Jake’s Hotel in May, this event, renowned worldwide, not only showcases the literary prowess of Jamaica but also serves as a testament to the community’s resilience and creativity in the face of adversity.
Since its inception in 2001, this celebration of literature has evolved into a beacon of cultural significance, drawing authors, poets, and avid readers from far and wide to bask in its literary splendor. After the 2018 staging, the biennial festival was canceled in 2020 and 2022 due to the coronavirus pandemic but returned with a bang in 2023. Even American A-list celebrity Angelina Jolie and our very own dub poet Mutabaruka were in attendance and photographed together at this 15th staging.
Justine Henzell, the festival’s producer, shares her experience of the 2023 Calabash Literary Festival and reflects on the decisions made to ensure its safety amidst the ongoing pandemic. By returning to the tried and true formula from 2018, Calabash maintained its unique outdoor setting by the sea, providing a safe and healthy environment for attendees. The goal was simple: to prioritize community well-being and ensure that everyone felt comfortable and protected.
“2023 was a huge success. There was a lot of pent-up demand for Calabash, people definitely missed it. They had missed being together in person. The takeaway I had from Calabash 2023 was just an overwhelming sense of joy from the audience. They were just so happy to be back.”
The demand for accommodations during Calabash weekends is so high that patrons often book their stays and pay deposits two years in advance for the upcoming event. However, when Calabash 2020 and 2022 had to be canceled, these arrangements were honored but postponed to 2023 when Calabash returned.
David Dobson, the Ministry of Tourism’s Chief Technical Director shared that, “In 2023, the [Calabash International Literary] festival was supported by over 3000 patrons from all over the world.”
With this influx of visitors flocking to partake in the festival in 2023, the event not only served as a celebration of literature but also a catalyst for economic prosperity within the small community of Treasure Beach. As these visitors descended upon the village, they infused vitality into the local economy.
In Henzell’s words, “The economy of Treasure Beach is positively impacted every time we have a festival. Not just the accommodations, but obviously people eat in restaurants, they go on boat trips, they buy crafts.”
The festival’s global appeal not only enriched the cultural fabric of Treasure Beach but also provided a substantial economic boost, demonstrating the profound impact of cultural tourism on community development.
This mutually beneficial relationship between the Calabash International Literary Festival and Treasure Beach underscores the significance of community support in fostering cultural tourism. Indeed, the festival’s success hinges upon the generosity and cooperation of the local residents, who generously offer their resources and hospitality to ensure its smooth operation.
“We receive so much assistance in kind, which is why we are able to put on the festival. None of the people that work at Calabash get paid, the venue is free, the Jake’s team is paid by Jake’s, not Calabash.”
Justine Henzell, the festival’s producer, marvels at the consistent outpouring of love, positivity, and support the event receives. She revealed that among the volunteer workers are herself and Kwame Dawes, Calabash’s Co-founder and Artistic Director.
“The authors that come do not receive an honorarium. They get airfare, accommodation, and a per diem which helps with their meals but they don’t get a reading fee. The festival is free, so there’s no charge for admission but we happily accept donations.”
In contrast to many tourism ventures on the island, where profits tend to flow elsewhere, Treasure Beach stands out. Here, the majority of profits generated during the highlight of the tourism season in this quaint village are reinvested into community-based businesses. This approach not only fosters community-based tourism but also positions Treasure Beach as a shining example of sustainable and inclusive tourism practices in post-pandemic Jamaica.
Treasure Beach’s tourism resurgence aligns with broader trends shaping the Caribbean tourism landscape. With an increase in tourism arrivals, expanding tourism products, and a growing emphasis on community participation, Treasure Beach is poised to thrive in the post-pandemic era.
Looking ahead, the next Calabash staging is set to take place in the summer of 2025 from May 23 to 25, promising another enriching experience for both locals and international visitors alike.
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