Jamaica’s Tourism Minister Edmund Bartlett says several towns along Jamaica’s south coast and surrounding areas are being positioned to tap into growing global demand for educational and knowledge-based travel, as the country looks to diversify its tourism product beyond traditional leisure offerings.
Bartlett made the disclosure during a visit to the Appleton Estate Rum Tour in St. Elizabeth on Thursday as part of the South Coast Confidence Tour, where he outlined plans to develop what he described as “edutourism” hubs.
“We’re looking at how to reposition Mandeville as a centre… for ‘edutourism’ [or] knowledge tourism, an important part of the psychographic profile of the market that we have not spent much time tapping into,” he said.
The minister pointed to Mandeville in Manchester and Malvern in St. Elizabeth as key locations with strong potential due to their concentration of educational institutions and learning facilities.
“These are townships that we’re looking at, because of the constellation of educational institutions that are there, and the drive across the world for knowledge and for people to travel for these experiences,” Bartlett added.
He said the concept aligns with global trends where cities and towns attract international students, researchers, and academic visitors who contribute to local economies through longer stays and specialised travel.
Bartlett noted that the strategy is part of a wider effort to expand Jamaica’s tourism sector into new niche markets, reducing reliance on sun, sea, and sand tourism while leveraging existing community assets.
“We want to position some of our towns that have that capability as the ‘edutourism’ centres of Jamaica,” he said.
The South Coast Confidence Tour also included Permanent Secretary in the Tourism Ministry Jennifer Griffith, Tourism Enhancement Fund Executive Director Dr. Carey Wallace, and Tourism Product Development Company Executive Director Wade Mars.
Officials said the tour is highlighting heritage, ecological, and cultural attractions across St. Elizabeth and neighbouring parishes as Jamaica continues to pursue post-disruption recovery and long-term tourism growth.
