Jamaica’s wellness ambitions

Organisations in Jamaica look to build their health and wellness sector, but with little concrete help from the state.

The Tourism Enhancement Fund hosted a health and wellness conference in November, aimed at strengthening connections between the health and wellness industry and other successful economic sectors, particularly manufacturing and agriculture.

The conference included presentations by local politicians, wellness experts and academics on global wellness trends and insights; wellness travel experiences; nutrition; medical tourism; the health and wellness tourism value chain; wellness in the community; spas; wellness music; and investing in wellness.  It included a trade show showcasing health and wellness products and services offered by local businesses.

Chairman of the Health and Wellness Linkages Network, Kyle Mais, made a plea for Jamaican business interests to make use of the opportunities to get a slice of the global health and wellness market. President of the Jamaica Hotel and Tourist Association, Robin Russell, argued that with its natural resources Jamaica needs to capitalise on low-hanging fruits in the health and wellness tourism sector.

The conference recognised the efforts of a number of Jamaican properties to establish loyal, local customers who routinely patronise their spas, beauty salons, and other wellness facilities. The next step, it argued, is to establish the brand as a wellness destination.

Minister of Tourism, Edmund Bartlett, suggested that demand for health and wellness services will increase over the next 18 months and called for greater investment to be made in the industry to ensure sustainable growth.  The ministry is hoping to persuade potential investors to improve the offerings of two of the island’s natural mineral spas: Bath Fountain in St. Thomas and Milk River in Clarendon.

The department’s latest contribution to promotion is a beaches, parks and trails guidebook. The government has declined to provide details of actual budget, strategy or state investment in the sector.

The Ministry of Tourism’s emphasis on health and wellness is part of its mission to broaden tourism beyond the traditional ‘sun, sea, and sand’ concept.