Sustainable tourism development:
The challenge of raising awareness

Dennis Morrison, Contributor

Over the past 25 years, there has been a marked change of attitude towards the environment across the globe. Influential leaders in politics, business and civil society have taken on the challenge of raising the consciousness of their societies about the imperative of pursuing development on a basis that is sustainable.

By the late 1980s, there was an emerging consensus in favour of a collective agreement that would set the parameters for national and international initiatives to clean up the environment. This had come about as weather patterns changed drastically and convincing evidence of the threat of global warming was presented.

Through painstaking negotiations, world leaders eventually agreed to the Kyoto Protocol which, for the first time, set specific targets for reducing emissions.

changing practices

Increased recognition of the importance of environmental sustainability has been manifested in changing practices in a wide range of industries. Technologies to 'clean and green' production processes are being widely applied. In the travel industry, most operators now accept that 'the environment' is the essence of the product that they offer to consumers. Protecting and enhancing the environment is therefore essential to the industry's viability.

clear policy actions

Jamaica's tourism master plan was framed around this philosophy and it laid out clear policy actions for improving the environmental sustainability of the local industry. Importantly, a carrying capacity survey was undertaken to guide the preparation of the plan and in setting the targets for the expansion of the hotel development. Close collaboration between the industry, state agencies and civil society groups was identified as a critical factor for effective implementation of measures to protect the environment.

Tourism's benefits to the local economy are obvious even if much more needs to be done to integrate the industry with local communities. Its negative impacts are also obvious and are connected to the use of the sea, marine life, land, water, flora and fauna. These natural assets have been particularly affected by how the industry disposes of its waste.

As a consequence, the plan placed special emphasis on remedying: poor sanitation infrastructure and sewage disposal, public-health hazards related to seaport and airport waste, loss of beachfront caused by inappropriate seaside structures, poor conservation of water and energy, and failure to comply with planning regulations.

The most serious threat to the environment may well be the neglect of the social infrastructure of the communities that form an integral part of the industry. In response, squatter settlements have sprung up across the length of the north coast which have contributed to several of the problem areas identified above.

criminal gangs' breeding ground

They have also served as a breeding ground for criminal gangs which have become a serious element of the country's crime problem. While significant investment has been made in the water and sewage disposal infrastructure in Negril, Montego Bay, Ocho Rios and Port Antonio, the social facilities are in need of urgent attention.

So, too, are the problems of beach erosion and water and energy conservation. The high price of oil has imposed a burden on the cost of operation and does not seem likely to go away anytime soon. Unfortunately, this is a matter that Jamaican businesses have neglected for too long. But it could prove to be the catalyst for a more systematic approach to improving the viability and sustainability of the industry.