The Caribbean island of Jamaica announced this summer the creation of a new high-end tourism zone that stretches along the northern coast from Oracabessa to Port Antonio. Branded the Jamaica Riviera, the area is being developed with a focus on low-density, upscale accommodations and experiences, as the government seeks to protect part of the island from the large-scale, high-density projects appearing on other islands.
© Audley Green
“Jamaica continues to be among the world’s most sought-after destinations for international travel,” said the Hon. Edmund Bartlett, Jamaica’s minister of tourism. “As we work to diversify our tourism sector, we are pleased to establish an area that offers a distinct experience for the luxury traveler. This new zone will be supported by additional non-stop air services flying directly into Ocho Rios, providing easier and more direct access to this beautiful region.”
The Jamaica Riviera encompasses northern coastal towns including Oracabessa, Port Maria, St. Ann’s Bay, Runaway Bay, Discovery Bay and Ocho Rios. Planned highway improvements will shorten travel times from Ian Fleming International Airport in Ocho Rios, allowing visitors to reach resorts and villas in the zone in under an hour. Redevelopment efforts are also underway in Port Antonio to boost the area’s appeal to high-end travelers.
© Audley Green
By establishing the Jamaica Riviera, the government hopes to encourage visitors to explore destinations beyond the island’s primary tourist hubs such as Montego Bay and Negril. Promoted as the “Caribbean’s Best Nature Destination,” the initiative is intended to spread tourism revenue more widely across communities, supporting local businesses and creating opportunities for entrepreneurs throughout the island.
This direction aligns with Jamaica’s Blue Ocean Strategy, which targets sustainable growth through diversification. The strategy sets ambitious goals—reaching five million visitors, generating $5 billion in tourism earnings and adding 5,000 new rooms by 2025. Achieving these targets will require new approaches that highlight lesser-known attractions, support small and medium-sized enterprises, and emphasize sustainability, inclusivity and resilience across the tourism sector.