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Sustainable Tourism Development in the Caribbean

   Harris, Griffin, Williams (2002 p.10) describes sustainability as “finding the right balance between the need for development and the need for environmental protection.” Hall, Lew (1998 p.123) alleges “Sustainability is the over development of destinations, with the eventual decline of the conditions that first attracted travelers.” They continue to state that “the past holds the key to the future”. Hall, Lew (1998 p.34)

   Ford-Warner (1999 http://www.onecaribbean.com ) explains tourism is the largest industry in the world. The Caribbean accounts for approximately 3% of world tourism arrivals. Twenty-five percent of its population are employed in the industry. Jayawardena (2002) Claims, The Caribbean's Gross Domestic product (GDP) is approximately 25%, therefore the Caribbean is inevitably, vastly dependent on tourism as an income. The Caribbean Tourism Organisation (CTO) has been set up to monitor tourism development within the 34 Caribbean islands and protects their natural environment. Ford-Warner (1999) states the CTO main objective is “to provide its members the service and information necessary, for the development of sustainable tourism for the economic and social benefits of Caribbean people.” (http://www.onecaribbean.com) The main focus of this study will be to examine Jamaica and its rationale for tourism development.

   Before the concept of sustainability was discovered the Caribbean’s beauty started to be destroyed through over development and mass tourism. Pattullo (1996, p.105) explains "it includes the erosion of beaches, breakdown of coral reefs, marine and costal pollution from water sports, the dumping of waste and the non-treatment of sewage.” She insists tourism development has previously taken precedence over the environment. Jayawardena (2002) believes the Caribbean’s most popular market segments are cruise passengers, All-inclusive tourists and Sun-lust tourists. Tour operators have tried to accommodate the mass amounts of visitors each year ignoring the consequence on the environment. Eccles (1995, pp.20-26) insists “the problem arises when development is rushed, taking little or no consideration of the product's life cycle or the environment.”

   The tourism sector has previously ignored the implications of compensating the environment for tourism development. Tourism growth is unavoidable; however, the problem is the way in which it is confronted. Tourists will predictably start to abandon the Caribbean and holiday elsewhere, if no action is taken to prevent anymore unnecessary damage. Eccles (1995, pp. 20-26) argues that “once the product has in some way damaged the environment then people will no longer pay to consume”

   Eco-tourism has been described as the solution to environmental, social and cultural problems. Mercedes (2001, pp. 3-4) advocates “It has been recognised as a viable form of sustainable tourism development”. By many it is seen as the way forward for the Caribbean.

   Sandals are the tour operators, which will be analysed to see how they have confronted the strategies discussed at the 2003 Worldwide Hospitality and Tourism Trends (WHATT) roundtable discussion. Harrison, Jayawardena, Clayton (2003). Sandals has been selected as it has acquired many prestigious awards due to its environmental effort. Sandals, Group Director, Richard May, claims ”It is important that we, as a hotel developers, work to affect the beauty of the islands as little as possible.” He continues to exemplify “our company makes strides everyday to make our resorts environmentally friendly.” (http://www.sandals.com) Sandal Negril Beach Resort and Spar in Jamaica, has won the converted 2003 Green Hotel of the Year award. This particular hotel will be used to examine how they have achieved the issues raised, at the (WHATT) meeting.

   The first key issue raised at the (WHATT) meeting was the predicament concerning ‘The Exclusive nature of Tourism’. The focal concern was the restraints on tourism spending and the negative impacts it was imposing on the host community, due to the ownership of the hotel sector being predominately foreign investors. “When tourism development occurs, economic benefits are usually unequally distributed among members of local communities. In the case of foreign direct investment, much of the profit may be transferred back to the home country.” (Anon, http://www.biodiv.org) The problems have stemmed from the evolution of enclave resorts. Jayawardena (2002 pp.88-93) alleges “A typical all-inclusive hotel guest may spend very little time visiting attractions, meeting local people, taking tours and experiencing the local culture” These resorts engender tourist expenditure within the hotels and incite them to remain on the property. This therefore has detrimental consequences for local communities and businesses. Money leaks out of the economy and away from the host community, thus, they do not benefit from tourism. Sandals have endeavoured this concern by supporting the Jamaicans. Sandals use locals as their suppliers. “The Sandals Negril goes one step further to support the local Jamaican economy with a policy not to import anything that is not produced or grown locally” (http://www.hotelnewsresource.com/news) Furthermore, Sandals donates food scraps to pig farmers which reduces landfill waste. This is a step nearer to involving locals in sustainability, since another concern was indigenous people not participating in tourism development. Sandals could try to work together with locals in other ways by holding meetings for locals to give their opinions and ideas for the area. It could also encourage guests to leave resort grounds by reassuring them over safety fears. Sandals could promote activities around the island to visitors so they are aware of events outside the resorts. Sandals could invite locals to work with them at the resorts for example, training them as tour guides, inviting them to perform at night, along with various other ways to involve them. However, to some extent Sandals is demonstrating sustainability for the welfare of the locals, as without its assistance problems would be degenerate.

   The second fundamental issue discussed at the meeting was the ‘Disconnect Between Policy and Practice‘. Concerns were raised over community participation and lack of knowledge about sustainable development. Although there are policies in place, there are inadequate improvements in specific localities. Sandals has analysed this trepidation and they advocates its staff, of whom are locals to participate in the promotion of a green environment. Sandals maintain its staff is “important to the success of the program” (http://www.hotelnewsresource.com/news)

   It comprehensively trains its workforce and awards any members who make suggestions for a more eco-friendly environment. This entices staff to contribute and generates fresh ideas. “Every member of staff must undergo periodic training on the hotels official Environmental Policy and best practices, recognising the efforts of the departments that meet or exceed its annual environmental management system targets” (http://www.hotelnewsresource.com/news) Sandals also proactively tries to involve and educate guests. It visibly displays information in guest’s rooms and public area to promote awareness. Sandals state “guests are constantly encouraged to help conserve resources, water and energy” (http://www.sandals.com) It even goes as far as placing slogans round hotels such as, “One person can make a difference” (http://www.hotelnewsresource.com/news) Sandals could consider holding talks at local schools to educate children, as they should grow up knowing the importance of preserving the environment for their future.

   Another issue raised was ‘Resource Management’. This is a salient concern on the island of Jamaica. France (1997 p.11) believes “The difficulty is to promote economic growth whilst avoiding the consumption of natural resources at an unsustainable rate” Sandals demonstrate it is addressing these issues, as it has a number of systems in place at its Negril resort. McHardy (2000) maintains the CTO believe “Proper collection, treatment and disposal of wastewater are critical to maintaining environmental quality and public health.” (http://www.onecaribbean.com) All Sandals toilets are low flush and the resort has a compost heap which reduces the volume of waste. (http://www.cha-cast.com) The CTO also argue, water supplies should be clean, safe and adequate for the needs of residents and visitors. McHardy (2000, http://www.onecaribbean.com) Sandals has considered this problem and have implemented the use of safe organic fertiliser for gardening. This reduces the use of inorganic fertilisers that are dangerous and can contaminate fresh water. McHardy (2000) explains, Sandal Negril actively recycles plastic and cardboard. It also embarks on a towel reuse program, which again reduces the amount of water used. (http://www.onecaribbean.com) To conserve energy they use solar power and energy efficient light bulbs. (http://www.cha-cast.com) 
All Sandals efforts have been awarded as their Negril resort has achieved a Green Globe certificate.

    “The Green Globe Certificate was established by the World Travel and Tourism council (WTTC) with the aim of implementing the Agenda 21 principals” Harris et al (2002, p.59)
This certificate proves Sandals is adhering and striving to achieve the principals of Agenda 21 and the issues raised at the 2003 (WHATT) roundtable discussion.

(REFER TO APPENDIX ONE) for a sample framework for implementing sustainable tourism. The model shows the sequence of stages that are recommended as a procedure in a destination. As such, it is not always possible to follow this framework in the correct order. Another problem with the framework is destinations have conflicting views on sustainability. One destination may believe no more growth should occur, in contrast to another that may still be planning to develop but in a sustainable way. This would therefore involve very differing planning strategies. Sandals has followed this framework to some extent; however, it does not monitor on a continuous basis. In a real situation the framework is unlikely to be followed in the correct format suggested.

   The CTO set up a Sustainable Tourism Policy Framework (REFER TO APPENDIX TWO) which was approved by the ministers of Tourism. Mercedes (2001) explains the framework is a reference for all those involved in tourism development in the Caribbean. She continues to explicate it would facilitate and establish the Caribbean as a sustainable tourism zone. Sandals has therefore used this framework as a guideline to help achieve a more eco friendly environment at its resort. For example, Sandals has achieved each point on the framework to some extent. Points one and two have been met due to the amount of effort and planning which has gone into their Negril resort and the maintaining of the systems. Points three and four have been achieved as Sandals has introduced methods to reserve natural resources such as, energy and water, whilst educating staff and guests about the importance of Eco-tourism. Points five and six of the framework have been met by the amount of training staff participate in. Sandals also involve the local habitants by using their produce. There are other ways Sandals could improve its company, such as, converting all its hotels around the Caribbean to be as environmentally friendly as the Negril resort. Another solution is to encourage tourists to leave the resort boundaries. However, Sandals has been promoting “Everything you could possibly want is right here” in their brochures (Sandals, 2003, brochure) which entices visitors to believe they have no need to leave the resorts complex and causes the local economy to suffer.

    Sandals could competitively analyse with other green hotels in Jamaica to see how it could incorporate sustainability and try to implement new strategies. Such as, Hotel Mockingbird Hill, which has won numerous awards. The hotel claims “it is committed to the highest level of environmental management, incorporating it into every aspect of its operation.” (http://www.hotelmocknigbirdhill.com) The hotel includes many of the strategies Sandals use. However, Hotel Mockingbird Hill has exceptional interactions with local communities and has regular associations with environmental organisations. Although Sandals do help locals to some extent, it could further their connections by working with tourism societies. Hotel Mockingbird Hill believes education is a key element of their responsibility, it states “The hotel strives to increase understanding of the inter-dependency between tourism and our environment and encourage people to be responsible and accountable for their actions” (http://www.hotelmockingbirdhill.com) Their hotel endeavours to involve all guests, hence, Sandals could try to actively include every guest in their quest for sustainability. Hotel Mockingbird Hill also undergoes periodic international assessments to monitor operations and identify areas for improvement. Sandals could incorporate a monitoring system into its resort.

   Sandals should comparatively analyse green hotels worldwide. Such as, Turtle Island Hotel, Fiji. This hotel significantly attempts to involve local communities as they only employ Fijian workers. It also proactively supports local schools by setting up funds to raise money and awareness. Turtle Island “closes the resort, for one week, each year to conduct eye clinics” (http://www.turtlefiji.com) as healthcare is very inadequate. Sandals could explore helping its locals like Turtle Island. However, it must be taken into consideration that one reason Sandals is environmentally friendly may be for publicity and could be a marketing strategy. Therefore it would not close down for one week due to loss of revenue.

   Overall, Sandals has made outstanding changes at its resorts, particularly Negril Spar. It has achieved a more sustainable environment through encouraging both guests and staff to become involved and is a tremendous role models for other tourism companies. Its efforts have been awarded and they are recognised globally. Sandals continually attempt to improve their resorts and comply with Regional Sustainable Tourism Frameworks and Agenda 21. It understands the future is growth, rather than development.

   Sandals still has areas for improvements, for example, more interaction with locals. This could be achieved through meetings to educate the dangers of uncontrolled tourism and a chance for locals to express their ideas and views. Also to hold talks at schools to raise awareness. Sandals could also invite locals to help out at the resorts, for example, entertaining guests at night with their cultural dances and music. Locals could hold weekly barbeques of authentic, Caribbean cuisine at the resorts, or even assist as tour guides. It is vital locals are integrated within tourism activities as it is their homes tourists are invading. Sandals could set up fund raising tasks and collect donations from guests, which would be distributed back into the community for schools, hospitals and equipment. Sandals could consider sponsoring a school.

   The Caribbean as an entirety could investigate the effects of introducing Eco tax, as does Majorca. If tourists want to carry on visiting then they must pay to use resources that are running low and affecting host communities. The Caribbean could develop and market other forms of tourism such as, Agro, adventure, heritage and sports tourism. It could also target countries, whose tourists do not already holiday in the Caribbean. This could open up a new market segment. The way forward is to build strategic partnerships and strengthen linkages between, tourism organisations, authorities, stakeholders, hotel owners, tour operators, governments and communities. They should strive to work together to create a sustainable environment for those who live on or experience the Caribbean.

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