A quiet transformation is taking place along Jamaica’s eastern coastline, as once-overlooked parishes like St Thomas and Portland begin to attract renewed Government attention and private sector enthusiasm. Long considered the “sleeping giants” of Jamaica’s tourism map, these parishes are finally awakening — not through bold promises, but through tangible investment and strategic planning.
The conversation surrounding development in these regions is shifting. No longer limited to dormant plans and half-hearted pledges, St Thomas and Portland are now at the heart of a national initiative aimed at diversifying Jamaica’s tourism offerings, rebalancing economic activity, and unlocking natural and cultural assets.
At the center of this push is Bath Fountain Hotel and Spa — a site rich in mineral waters and colonial history, but long overshadowed by Jamaica’s more polished resorts. A revitalization plan is currently underway, with $25 million allocated for this fiscal year alone, part of a larger $34.2 million commitment. The goal is to reposition the attraction as a world-class wellness retreat, tapping into global demand for healing tourism and holistic health experiences.
Tourism Minister Edmund Bartlett has described Bath as a “jewel waiting to be polished,” citing not just its therapeutic value, but also its role in anchoring the broader transformation of St Thomas. With increased geothermal activity in the area, the location may soon rival top-tier international spas.
Beyond Bath, other historic sites are also entering the spotlight. Castleton Gardens in St Mary, one of the Caribbean’s oldest botanical gardens, is now under review for upgrades that could reestablish it as a premier eco-tourism destination. Government officials have hinted at collaborative efforts with the Ministry of Agriculture to breathe new life into the site, aligning heritage preservation with tourism innovation.
Transportation is another key piece of the puzzle. While large-scale upgrades like a new international airport are unlikely in the short term, the dormant Ken Jones Aerodrome in Portland is now back on the radar. A potential runway extension is under review, which could open the door for more direct flights and greater air access to the region — long seen as a barrier to Portland’s tourism growth.
What makes this moment different is the convergence of Government action and private sector momentum. Projects like Sun Coast Beach Club and investments from firms like FirstRock Capital Holdings are transforming the skyline, while the completion of the Southern Coastal Highway Improvement Project has slashed travel times and opened vast stretches of coastline to new possibilities.
Land values are soaring as a result. In St Thomas, plots that were once affordable are now fetching triple the price. This signals a wave of individual interest, not just from investors but from Jamaicans seeking to settle or capitalize on the development boom.
Bartlett has been clear that the goal isn’t simply to mimic the success of Montego Bay or Negril. Instead, the eastern strategy hinges on crafting a unique product — one rooted in culture, nature, and authentic experiences. Portland’s rugged terrain, cascading rivers, and intimate coves lend themselves naturally to boutique hotels and eco-lodges rather than mega resorts.
Still, concerns remain. Members of the Opposition have questioned whether eastern Jamaica is getting its fair share of promotional attention. Bartlett responded by emphasizing a holistic approach: while the marketing budget may not be sliced parish-by-parish, the unique offerings of the east — such as the Blue Lagoon, Reach Falls, and Rio Grande rafting — are integrated into broader destination campaigns.
This evolving narrative points to a new kind of tourism for Jamaica. One that isn’t reliant on the all-inclusive model, but instead invites visitors — and locals — to rediscover parts of the island long left off the tourist trail. With each investment, each upgraded road, and each revived attraction, eastern Jamaica inches closer to becoming more than a hidden gem. It’s on its way to becoming the island’s next crown jewel.
