Known for its mineral-rich, therapeutic waters, Bath Fountain is one of the tourist attractions at the centre of the Government’s push to revitalise eastern Jamaica's tourism offerings.
Gov’t revives stalled tourism projects in eastern Jamaica
LONG-DELAYED Government projects are back on the agenda for the parishes of St Thomas and Portland, coinciding with a surge of investor and individual interest in the corridor, which is fast becoming a hot spot for high-end tourism and real estate development.
Speaking at Parliament’s Standing Finance Committee meeting earlier this month, Tourism Minister Edmund Bartlett outlined a series of initiatives aimed at unlocking the region’s potential.
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By revitalising heritage sites, improving air connectivity, and leveraging the Southern Coastal Highway Improvement Project, the Government seeks to position the region as a prime destination for visitors.
One of the key areas receiving attention is Bath Fountain Hotel and Spa, an attraction with rich historical significance but one that has struggled with underdevelopment.
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The mineral-rich thermal springs — once set for a $100-million upgrade in 2010 before plans were shelved — are now receiving renewed Government attention. Over the past five years the Government has allocated funding for Bath’s redevelopment, with fiscal year 2024/25 marking the largest investment yet at $34.2 million. For this fiscal this year, $25 million has been earmarked to elevate Bath Fountain into a premier wellness destination.
“I’m anticipating that with the development plan for St Thomas, which is taking shape, Bath Fountain will play a critical role in providing the experiential value that is unique to that region. In fact… the mineral content and the level of health facilitation that that it promises is impatient of even our discussion,” the minister said in response to questions from the Opposition.
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He pointed out that the site’s geothermal activity recently intensified due to seismic shifts, which presents an opportunity to develop a high-end spa comparable to international wellness retreats.
“A lot of people don’t know that Bath [Botanical Gardens] was the first [of its kind] to be established outside of the UK, and, in fact, it was named after a place in the UK called Bath. So we have assets there that can be developed,” Bartlett shared.
“I must commend the manager and the new board of Bath for the excellent work that has been done there, over the last two years in particular. We know we have issues with the community, but there is a greater sense of coordination now between what happens at the fountain or the hotel and the community itself,” he continued.
Another historic site now under consideration for enhanced tourism integration is Castleton Gardens in St Mary, one of the premier botanical gardens in the Caribbean. While the Government has occasionally provided support, Bartlett acknowledged the need for a more comprehensive redevelopment plan that would include improving amenities and visitor facilities. Discussions are expected to take place with the Ministry of Agriculture to explore a collaborative approach.
Improving transportation infrastructure, particularly air connectivity, is another component of the Government’s eastern development strategy. In 2007 Bartlett announced the expansion of Ken Jones Aerodrome in St Margaret’s Bay, Portland, but those plans were halted in 2010 following concerns raised by the Airports Authority of Jamaica (AAJ) about the capital expenditure needed and the small income it would generate. At the time, the AAJ said it would cost US$12.9 million to lengthen the runway by 500 feet and install the necessary instrumentation to allow for night flying.
During the committee meeting Bartlett confirmed that Ken Jones Aerodrome is under review for expansion. Latest assessments indicate that the runway can be extended by approximately 400 feet, which would accommodate larger aircraft and allow for increased airlift into the region.
“I am in consultation with the minister of transportation to see how we can enhance air connectivity across the island, with a special focus on Portland,” Bartlett stated. “The prime minister has already initiated development in the Bybrook area, and now we’re seeing strong investor interest in Portland’s tourism assets.”
The Government’s plans align with ongoing private sector initiatives, including boutique hotel developments and eco-tourism ventures that are capitalising on Portland’s lush landscapes and unspoiled beaches. Bartlett reasoned that the eastern expansion is not just about attracting more visitors, but also about curating a distinct tourism product that offers an alternative to the all-inclusive model dominating other parts of the island.
In recent months, land prices in St Thomas have skyrocketed. Plots that once sold for between $4 million and $5 million now command as much as $14 million for 10,000 square feet. This price surge coincides with the completion of the Southern Coastal Highway Improvement Project, which has significantly improved access to the parish, making it a prime location for residential and commercial developments.
Luxury projects, like Sun Coast Beach Club and those announced by FirstRock Capital Holdings, also underline the growing demand in St Thomas, as investors flock to capitalise on the parish’s increasing appeal.
There is also a surge in individuals looking to secure property in the parish.
While questions were raised from the Opposition about whether the Government is allocating sufficient resources to market eastern Jamaica effectively, Bartlett clarified that tourism advertising is conducted on a destination-wide basis. Attractions such as Blue Lagoon, Reach Falls, and Rio Grande rafting are already featured in promotional campaigns, though there is an opportunity to amplify their visibility further.
“It’s not just about allocating a specific percentage of our marketing budget to Portland or St Thomas,” Bartlett explained., “it’s about ensuring that the messaging highlights these unique experiences as part of Jamaica’s overall tourism appeal.
