When most people think about tourism they envision foreigners at a popular resort lying, seemingly lifeless, on the beach soaking up the tropical sun. They think of luxury and sophistication- rooms fully equipped with the latest gadgets, all controlled via remote. But more often than not, people think of a place where room service is only a phone call away and where, waiting in the wings to tailor to one’s every need, is a bellman fondly called “Preacher.”

Mrs. Diana McIntyre-Pike, Community Tourism Consultant/Trainer, asserts that this scenario is not a true reflection of what tourism ought to be. She contends that the public and private sector must re-define their concept of tourism as it is an experience -an experience that is not confined to the sun, sand and sea. The key to unlock the full potential of the tourism industry, she argues, lies in what is called, “Community Tourism.”  Mrs. McIntyre-Pike was the guest presenter at the recently held W.D. Carter Lecture Series on the Mandeville campus of Northern Caribbean University (NCU) where she addressed members of the NCU family on the viability of Community Tourism.

“Every citizen is a potential partner to be trained in business management, environmental awareness, product development and marketing. Community Tourism should be seen as the way forward for national development…it encourages communities to actively participate in the tourism industry,” said Mrs. McIntyre-Pike.

She posited that world trends show that visitors are seeking more interaction with the communities of the host country and are interested in having a “community experience.” The essence of Community Tourism speaks to providing a natural experience for visitors to immerse themselves in the culture, heritage, cuisine and lifestyle of the host country.

Mrs. Diana McIntyre-Pike (fourth from left), Hospitality and Tourism Consultant and Mrs. Noriel Jacobs-Gray (second from left), Programme Coordinator, Hospitality & Tourism Management Programme, College of Business & Hospitality Management, Northern Caribbean University (NCU) share a smile with faculty and students in the college

Community Tourism she advocates, aids in the development of communities as it offers many opportunities for them to participate as entrepreneurs while promoting their natural lifestyle and community as a community experience attraction which envelopes local businesses, farms, schools, medical centres and even grave yards.

Mrs. Noriel Jacobs-Grey, Programme Coordinator, Hospitality & Tourism Management, NCU expressed her delight in having Mrs. McIntyre-Pike at the university as her presentation was not only enlightening but also inspiring. Mrs. Jacobs-Grey said, “Mrs. McIntyre-Pike is a pioneer who has done significant work in the field of Community Tourism, we hope to continue the partnership that we currently enjoy.”

Mrs. McIntyre-Pike challenged members of the NCU family to get involved in the field of Community Tourism and suggested possible activities, academic and otherwise, that could be utilised to advance research and development in the field.

Miss Patrice Brown, Travel and Tourism Management Major in the College of Business Administration and Hospitality Management, NCU said, “the concept of Community Tourism is extraordinary as it shifts the focus of tourism away from the coastal areas to include rural Jamaica as well...everyone benefits as visitors get a diverse experience that will encourage them to extend their vacation time and may even have them return year after year to experience the wonder of Jamaica.”

Community Tourism, however, hinges on a partnership where everyone has to be more responsible in tourism – the visitor, the developer, and even the providers of accommodation and attraction. 

It is hoped that in the future, when people think about tourism, they envision foreigners being warmly received in a community where they enjoy good “ole-time” Jamaican hospitality. They will think of tourists interacting with community members, sampling local cuisine while exploring the roots of rural Jamaica. But more soothing than anything else is the image of a tourist sitting on a veranda, swopping stories with the community’s only centenarian, a distinguished gentleman fondly called “Mass Joe.”

Article by Ant'wayne Stewart