Staff Destinations, News

JAMAICA BREWING UP COFFEE TOURISM

Marley Coffee proprietor Rohan Marley (2nd from left) with Jamaica ministers Aubyn Hill (industry and commerce, left) and Edmund Bartlett (tourism, 2nd from right), along with Dr. Carey Wallace, Executive Director of the Tourism Enhancement Fund

Jamaica is brewing up plans to harness the potential of its renowned Blue Mountain coffee to stimulate economic growth and benefit local communities through the creation of a unique experiential tourism product.

Announced by Tourism Minister Edmund Bartlett at the recent 6th annual Jamaica Blue Mountain Coffee Festival at the Newcastle Parade grounds, the plan is envisioned to see the creation of a Coffee Innovation Town in St. Andrew or Portland, which would serve as a hub for showcasing the diverse attributes of this world-famous product – one that is considered intrinsic to the country’s cultural identity.

“We want to tap into this very large, elongated, wide, and deep coffee value chain, every link of which has potential for economic growth, development, and enhancement of individuals and communities,” Bartlett said. “We could build a coffee innovation town in the hills of St. Andrew and possibly Buff Bay, where we could utilize the various attributes of coffee to bring economic well-being to people and also to bring pleasure, joy, and satisfaction.”

The minister explained how coffee could be a key driver of experiential tourism, attracting visitors from all over the world looking for unique and authentic cultural experiences.

“In tourism we have found that consumption is why we travel. And the consumption patterns are created by the cultural offerings of the various destinations that we go to. And so, for Jamaica to be able to attract a very wide demographic of all types of people from all over the world, we must increase the offerings of experiences that we offer in Jamaica,” said Bartlett.

“And a key area that we can maximize this experiential tourism is coffee because of its diversity and its whole broad application. Its capacity to be utilized in so many areas,” he added.

The coffee festival in St. Andrew featured a plethora of coffee by-products on display, ranging from aromatic candles to indulgent food creations. More than 35 businesses from around the country showcased their unique and diverse coffee-inspired products, providing attendees with an immersive experience of the world of coffee.