By Cedric Johnson, Gleaner WriterWESTERN BUREAU:
TOURISM ON Jamaica's expanding south coast market is poised for a major take-off as the ambitious 10-year master plan, conceived by the Tourism Product Development Company Limited (TDPCo.), is now at its implementation stage.
The plan, which is being implemented under the label 'South Coast Sustainable Development Programme', and carries a price tag of US$20 million, will cover an area stretching from Hellshire in St. Catherine to Little London in Westmoreland.
"The plan is aimed at fostering growth and a sustainable market position as well as enhanced visitor experience, community development and environmental awareness," stated TPDCo.'s marketing representative Lola Rickettes in a presentation at last week's monthly meeting of the Westmoreland Parish Council.
MATURE TOURISM
In outlining other aspects of the plan, Ms. Rickettes said it is also designed to raise the profile of the South Coast as the Caribbean's newest destination for mature tourism and improve the management of the area's natural and cultural assets.
"A new marketing thrust will be geared towards capturing substantial arrivals from the major markets of Europe, the United States and Canada," said Ms. Rickettes, in disclosing that attractions for visitors will include soft adventures such as riding, cycling, water sports, nature trips, bird watching and wildlife.
Ms Ricketts also told parish councillors that in addition to plans that are aimed at tackling tourism development, the overall programme would also address fisheries management, the operation and management of protected areas and matters such as support services and regulatory reforms.
IMPROVEMENT SCHEME
Black River, the capital of St. Elizabeth, is slated to get some special attention. Under an improvement scheme for the town, provisions are being made to address the beautification of New Town Square, public parks, streets, the provision of lands for a sewage treatment plant and a heritage master plan. It also envisages improvement to road infrastructure, upgrading of the market area, the establishment of a museum, a boardwalk and improvement to heritage properties.
According to Ms. Rickettes, the plan, which includes some of Jamaica's most significant ecosystems, is being implemented in three phases. She further noted that the draft was done in 1998 with technical reports, data, and a pre-feasibility study done between October 2001 and December 2002 while the process of implementation, which starts this year, will conclude in 2008.
Hailing the blueprint as a first in the Caribbean, which she thinks others could copy, Ms. Rickettes said the Inter-American Development Bank (IADB) would fund the project to the tune of US$14 million with an additional US$2 million coming from the Government of Jamaica.
