Developing sustainable tourism: managers' assessment of Jamaica's ten‐year master plan

Purpose – The study aims to examine Jamaican managers' perceptions of the ten‐year master plan (2000) for tourism sustainability and its effectiveness in achieving inclusive, community‐based development and growth. The research seeks to determine how much progress has been made and discusses implications for the Jamaican tourism industry. Design/methodology/approach – An online survey containing 16 open‐ and close‐ended questions was sent to 540 Jamaican managers and executives; 99 surveys were completed and used for analysis. Findings – The findings indicate Jamaica's ten‐year master plan has the correct focus. The goals of the plan are viewed as important. Goals related to heritage‐based tourism and infrastructure improvements and accessibility are perceived as successfully developed. Weaknesses appear in the implementation and development of community‐based, inclusive tourism and environmentally sustainable tourism. Some significant differences between those employed in tourism/hospitality and those employed in other industries are discussed. Research limitations/implications – The results may not be generalizable across all socio‐economic strata since survey participants are limited to educated business professionals. However, their inclusion – or lack thereof – in decisions that could help achieve the plan's goals, suggests deficiencies in implementation that may be valid across social strata and destinations. Originality/value – This study examines managers' assessments of hard and soft targets for a sustainable tourism industry. Using a community‐based approach to planning and development, the researchers explore opportunities to enhance tourism growth and sustainability.