sustainable heritage tourism model for falmouth, jamaica: towards cultural & heritage preservation

8/7/2019 Sustainable Heritage Tourism Model For Falmouth, Jamaica: Towards Cultural & Heritage Preservation

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Sustainable Heritage TourismSustainable Heritage Tourism

Model For Falmouth, Jamaica:Model For Falmouth, Jamaica:

Towards Cultural & HeritageTowards Cultural & Heritage

PreservationPreservation

Historic Preservation Planning andHistoric Preservation Planning and

Management FrameworksManagement Frameworks


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It is clear [from]...It is clear [from]...the origins and development of thethe origins and development of thetouristtourist--historic city as a formalhistoric city as a formal--functional entity in thefunctional entity in thecity that it is a phenomenon that has been created andcity that it is a phenomenon that has been created and

shaped by a series of intervention decisionsshaped by a series of intervention decisions, whether, whethermade consciously with this end in mind or not. It has inmade consciously with this end in mind or not. It has inno sense emerged through time as the end result of ano sense emerged through time as the end result of aseries of abstract random and uncontrollable processes,series of abstract random and uncontrollable processes,ratherratherits existence is the clear result of planning and itsits existence is the clear result of planning and itsmaintenance depends upon managementmaintenance depends upon management, whether such, whether suchintervention occurs from the public or private sectorsintervention occurs from the public or private sectorsand whether in pursuit of collective or individual goals.and whether in pursuit of collective or individual goals.(Ashworth and Tunbridge 1990:125)[(Ashworth and Tunbridge 1990:125)[emphasis addedemphasis added]]


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Economic development in rural communitiesEconomic development in rural communities

like Falmouth hinges on the revitalization oflike Falmouth hinges on the revitalization of

local economies by adopting a heritagelocal economies by adopting a heritageapproach.approach.

Such an approach seeks to capitalize upon localSuch an approach seeks to capitalize upon local

resources, skills, knowledge, traditions and theresources, skills, knowledge, traditions and the

natural environment of the region...that make upnatural environment of the region...that make up

local heritage (Dalibard 1994:4).local heritage (Dalibard 1994:4).


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The employment strategies developed will haveThe employment strategies developed will have

to emphasize communityto emphasize community--based, bottombased, bottom--up,up,environmentallyenvironmentally--sustainable economicsustainable economicapproaches.approaches.

However, for this concept to work in revivingHowever, for this concept to work in reviving

the local economy, it will require a change inthe local economy, it will require a change inlocal attitudes.local attitudes.

Changing local attitudes means loweringChanging local attitudes means lowering

expectations,

rethinking what is meant by qualityexpectations,

rethinking what is meant by qualityof life, making sacrifices and reconsideringof life, making sacrifices and reconsideringaspects of a subsistence economy (Dalibardaspects of a subsistence economy (Dalibard1994).1994).


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A change in attitude also involves collaboration;A change in attitude also involves collaboration;

......the secret of the heritage approach is that it is aboutthe secret of the heritage approach is that it is aboutpeople working together. If we want to start newpeople working together. If we want to start newenterprises, collaboration is essentialenterprises, collaboration is essential: not only: not onlycommunities acting together with neighboringcommunities acting together with neighboring

communities, but also all levels of government, allcommunities, but also all levels of government, allassociations and all existing businesses, working inassociations and all existing businesses, working inpartnership....partnership.... From collaboration comes empowerment,From collaboration comes empowerment,more confidence, and a more integrated approach tomore confidence, and a more integrated approach to

the use of material resourcesthe use of material resources.... Local (people) have to.... Local (people) have tothink in such terms as diversification, new andthink in such terms as diversification, new andaccessible markets, innovative products and secondaryaccessible markets, innovative products and secondaryprocessing (Dalibard 1994:5) [processing (Dalibard 1994:5) [emphasis addedemphasis added].].


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Successful planning efforts can also have importantSuccessful planning efforts can also have important

impacts on community attitudes.impacts on community attitudes.

It follows that the plan will fail if the residents affectedIt follows that the plan will fail if the residents affected

are not involved or have no interest in it. Rosenow andare not involved or have no interest in it. Rosenow and

Pulsipher (1979) comment on this aspect;Pulsipher (1979) comment on this aspect;

......the best of plan will not do the job if the peoplethe best of plan will not do the job if the peopleaffected are not involved in the entire planningaffected are not involved in the entire planning

processprocess....The people who must live with the planning....The people who must live with the planning

decisions should be involved in theirdecisions should be involved in their

formulation....Provisions can be made in the planningformulation....Provisions can be made in the planningprocess to provide the opportunity for input, review andprocess to provide the opportunity for input, review and

feed back by both decision makers and citizensfeed back by both decision makers and citizens

(Rosenow and Pulsipher 1979:81) [(Rosenow and Pulsipher 1979:81) [emphasis addedemphasis added].].


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The importance of residents interest andThe importance of residents interest and

involvement in community economicinvolvement in community economic

development planning is also recognized bydevelopment planning is also recognized byHeritage Canada in their Heritage RegionHeritage Canada in their Heritage Region

programs; they specify this as a prerequisite toprograms; they specify this as a prerequisite to

entering a region (HC 1994).entering a region (HC 1994).


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Tourism Action Plan Limited (TAP) through itsTourism Action Plan Limited (TAP) through its

subsidiary Jamaica Heritage Trails Limitedsubsidiary Jamaica Heritage Trails Limited

(JHT) has initiated several programs aimed at(JHT) has initiated several programs aimed atchanging community attitudes in Falmouthchanging community attitudes in Falmouth

(Survey 1995).(Survey 1995).

Based on citizens response to the programs, TAPBased on citizens response to the programs, TAP

has recognized the existence of a criticalhas recognized the existence of a critical

interested mass in Falmouth that want to seeinterested mass in Falmouth that want to see

tourism development.tourism development.


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The citizens would like to see a type of tourismThe citizens would like to see a type of tourismdevelopment in which they can participate (sustainable)development in which they can participate (sustainable)

and their interests range from individual economicand their interests range from individual economic

gains to community pride.gains to community pride.

The Trelawny Chamber of Commerce and IndustryThe Trelawny Chamber of Commerce and Industry(TCCI) and Trelawny Environmental Protection(TCCI) and Trelawny Environmental Protection

Agency (TEPA) have confirmed this notion ofAgency (TEPA) have confirmed this notion of

community interest in tourism development.community interest in tourism development.

According to TAP, the citizens in Falmouth are eagerAccording to TAP, the citizens in Falmouth are eager

to see tangible evidence of development and theyto see tangible evidence of development and they

consider TAP as moving too slowly in implementingconsider TAP as moving too slowly in implementing

programs.programs.


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6.2 Coordinating Structure6.2 Coordinating Structure

The choice of organizational form and governingThe choice of organizational form and governingstructure of coordinating agencies will be influenced bystructure of coordinating agencies will be influenced bythe need to build appropriate broadthe need to build appropriate broad--based supportbased supportwithin and outside the communities.within and outside the communities.

Irrespective of what organizational form is chosen thereIrrespective of what organizational form is chosen thereare important choices to be made here regarding howare important choices to be made here regarding howthe represented constituencies should be defined andthe represented constituencies should be defined andgrouped and what their role should be in thegrouped and what their role should be in the

organization (Alfrey and Putnam 1992).organization (Alfrey and Putnam 1992). It is helpful to include statements about resources andIt is helpful to include statements about resources and

uses in an outline of objectives in order to help defineuses in an outline of objectives in order to help defineconstituencies to be represented.constituencies to be represented.


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Balanced representation of stake holders is of fundamentalBalanced representation of stake holders is of fundamentalimportance.importance.

Often, boards may include too many representatives ofOften, boards may include too many representatives ofthe same constituencythe same constituency -- too many from the sametoo many from the same

industry,locality

,group of workers

,friends

,nomineesindustry

,locality

,group of workers

,friends

,nomineesof the same governmental agency.of the same governmental agency.

To prevent this from occurring, a broadly representativeTo prevent this from occurring, a broadly representativesampling of a particular constituency is best establishedsampling of a particular constituency is best establishedby a special advisory group.by a special advisory group.

It is worth a good deal of persuading to get theIt is worth a good deal of persuading to get thecommitment of people who occupy key positions incommitment of people who occupy key positions inorganizations representing different kinds of essentialorganizations representing different kinds of essentialsupport.support.


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It is common practice to offer representation to thoseIt is common practice to offer representation to thosewho command resourceswho command resources -- property, political clout,property, political clout,money, knowledge and expertisemoney, knowledge and expertise -- likely to be useful tolikely to be useful to

the project.the project. Indeed, it may well be a condition of sponsorship orIndeed, it may well be a condition of sponsorship or

support to have a representative of some kind in thesupport to have a representative of some kind in therunning of an organization.running of an organization.

It is also important to get representatives from amongIt is also important to get representatives from amongthe workers of the project itself, those who have beenthe workers of the project itself, those who have beeninvolved in running related kinds of projects, as well asinvolved in running related kinds of projects, as well asrepresentatives of potential users whose heritage isrepresentatives of potential users whose heritage isbeing conserved and represented.being conserved and represented.


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Broad representation on steering committee inBroad representation on steering committee in

itself at times invites disagreement.itself at times invites disagreement.

However, this is where a facilitator such as theHowever, this is where a facilitator such as thestate can play a leading role.state can play a leading role.

In the Heritage Region programs across Canada,In the Heritage Region programs across Canada,

Heritage Canada acts as facilitator in helpingHeritage Canada acts as facilitator in helpingparties reach agreement and make mutualparties reach agreement and make mutual

commitments to collaborate when difficultiescommitments to collaborate when difficulties

arise.arise.


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In the initial stage of the formation of anyIn the initial stage of the formation of anyorganization to manage culturalorganization to manage cultural--heritageheritageresource establishing a successful workingresource establishing a successful working

agreement is important. Alfrey and Putnamagreement is important. Alfrey and Putnam(1992) specify the following guidelines to arrive(1992) specify the following guidelines to arriveat such an agreement:at such an agreement:

clear definitions of power, responsibility andclear definitions of power, responsibility andobjectives;objectives;

provisional statement of objectives, whichprovisional statement of objectives, whichshould serve as a point of reference;should serve as a point of reference;


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who has responsibility for any liabilities;who has responsibility for any liabilities;

who is responsible for different activitieswho is responsible for different activitiesundertaken;undertaken;

who has agreed to perform what duties and withwho has agreed to perform what duties and withwhat recompense, if any;what recompense, if any;

who is entitled to speak as representing thewho is entitled to speak as representing the

group;group; how policy decisions are taken;how policy decisions are taken;

who cowho co--ordinates.ordinates.


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Similar ideas were also expressed by Wilma Wood,Similar ideas were also expressed by Wilma Wood,

former project manager for the Cowichan andformer project manager for the Cowichan and

Chemainus Valleys Ecomuseum. She urges:Chemainus Valleys Ecomuseum. She urges:

Ensure that a contract or charter committing theEnsure that a contract or charter committing the

financial and activity involvement of all levels offinancial and activity involvement of all levels of

government, organizations, associations andgovernment, organizations, associations and

individuals is signedindividuals is signed. It must define the territory, the. It must define the territory, the

organizational structure, financial resources andorganizational structure, financial resources and

commitment and include a profile of the area.commitment and include a profile of the area. Build onBuild on

existing resourcesexisting resources rather than create new businesses orrather than create new businesses or

opportunities (HC 1994:7) [opportunities (HC 1994:7) [emphasis addedemphasis added].].


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From the above, we have seen the importanceFrom the above, we have seen the importance

of creating steering committee fromof creating steering committee from

community organizations, but the continuingcommunity organizations, but the continuing

alliance will depend on the charter ofalliance will depend on the charter of

agreement establishing it.agreement establishing it.


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Historic Preservation PlanningHistoric Preservation Planning

and Management Frameworkand Management Framework

Coordination of Organizations in FalmouthCoordination of Organizations in Falmouth

Falmouths Distinctive FeaturesFalmouths Distinctive Features

Falmouths Critical ZonesFalmouths Critical Zones UseUse--Objectives in Critical Zones: FalmouthObjectives in Critical Zones: Falmouth

Formulation of Action Programs: FalmouthFormulation of Action Programs: Falmouth


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Coordination of Organizations inCoordination of Organizations in

FalmouthFalmouth The process will start with public meetings and surveysThe process will start with public meetings and surveys

for citizens to express their views and expectations, andfor citizens to express their views and expectations, andto voice their concerns regarding social and economicto voice their concerns regarding social and economic

conditions in the region.conditions in the region. These meetings are also expected to determine theThese meetings are also expected to determine the

orientation of development and produce an inventory oforientation of development and produce an inventory ofheritage resources through heritage night whereheritage resources through heritage night where

residents drawresidents draw--up lists of heritage resources.up lists of heritage resources. There will also be heritage discovery programs, ...aThere will also be heritage discovery programs, ...a

facilitated discussion of a communitys special heritagefacilitated discussion of a communitys special heritagequalities (HC 1994:9), as well as additional research toqualities (HC 1994:9), as well as additional research tocreate an inventory of heritage resources.create an inventory of heritage resources.


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The inventory of resources will eventually beThe inventory of resources will eventually becatalogued, so that, later, it can be used to lobby forcatalogued, so that, later, it can be used to lobby forlegislation for preservations and heritage designation oflegislation for preservations and heritage designation of

the town.the town. Falmouth already has a number of existingFalmouth already has a number of existing

organizations that can participate in this initialorganizations that can participate in this initialdiscussion (Survey 1995).discussion (Survey 1995).

Jamaica Heritage Trails Limited (JHT), with the aid ofJamaica Heritage Trails Limited (JHT), with the aid ofUnited Nation Childrens Fund (UNICEF), has alreadyUnited Nation Childrens Fund (UNICEF), has alreadystarted discussions with the view of sensitizing thestarted discussions with the view of sensitizing thegeneral public and potential investors to thegeneral public and potential investors to theimplications of tourism.implications of tourism.


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Work is also being done along this line by the TrelawnyWork is also being done along this line by the TrelawnyEnvironmental Protection Agency (TEPA) and theEnvironmental Protection Agency (TEPA) and theTrelawny Chamber of Commerce and Industry (TCCI)Trelawny Chamber of Commerce and Industry (TCCI)

through a number of activities they have organized inthrough a number of activities they have organized inthe parish of Trelawny.the parish of Trelawny.

Falmouth has also the Social Development CommissionFalmouth has also the Social Development Commission(SDC) that coordinates various clubs activities(SDC) that coordinates various clubs activities

throughout the parish.throughout the parish. During the consultation process, initiatives to raiseDuring the consultation process, initiatives to raise

public awareness will take place through the variouspublic awareness will take place through the variousmedia.media.


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The information gathered through these meetings willThe information gathered through these meetings will

then be taken to a steering committee consisting ofthen be taken to a steering committee consisting of

representatives from civic organizations, NGOs andrepresentatives from civic organizations, NGOs and

governmental organizations.governmental organizations.

The steering committee, in conjunction withThe steering committee, in conjunction with

professional planners, will now put together the planprofessional planners, will now put together the plan

based on the information presented to it.based on the information presented to it.

Throughout the development of the plan, theThroughout the development of the plan, the

consultation process will continue with the generalconsultation process will continue with the general

public and the groups that made the initial input.public and the groups that made the initial input.


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The inventory of heritage resources cataloguedThe inventory of heritage resources catalogued

will then be used to lobby for preservationwill then be used to lobby for preservation

legislation and the designation of the town as alegislation and the designation of the town as aheritage site.heritage site.

After the plan is completed, it will be presentedAfter the plan is completed, it will be presented

to international agencies such as UNESCO,to international agencies such as UNESCO,

USAID and CIDA for consideration forUSAID and CIDA for consideration for

preservation funding.preservation funding.


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Other efforts to be undertaken by theOther efforts to be undertaken by thecoordinating committee will include workshopscoordinating committee will include workshopsand seminars, formation of clubs andand seminars, formation of clubs and

associations and the plaquing of sites.associations and the plaquing of sites. Workshops and seminars will focus on themesWorkshops and seminars will focus on themes

such as heritage protection and enhancement,such as heritage protection and enhancement,

heritage art and crafts and entrepreneurship.heritage art and crafts and entrepreneurship. Through these workshops, residents will be ableThrough these workshops, residents will be able

to better understand ways by which they can getto better understand ways by which they can getinvolved in heritage entrepreneurship.involved in heritage entrepreneurship.


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Attention will also be given to the developmentAttention will also be given to the developmentof clubs and associations to perpetuate theof clubs and associations to perpetuate theactivities of the steering committee, like theactivities of the steering committee, like the

Falmouth Bed and Breakfast association.Falmouth Bed and Breakfast association. The organizations will create and setThe organizations will create and set--up artisticup artistic

events to include art and crafts exhibits in publicevents to include art and crafts exhibits in public

places and private homes, heritage tours, visitsplaces and private homes, heritage tours, visitsto artists studios, storyto artists studios, story--tellers homes, musicaltellers homes, musicaland theatrical activities and the reenactment ofand theatrical activities and the reenactment ofvarious events indigenous to Falmouth.various events indigenous to Falmouth.


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Interpretation plaques will be placed on sites ofInterpretation plaques will be placed on sites of

historical significance.historical significance.

Funds to develop these initiatives can beFunds to develop these initiatives can begenerated through partnerships between differentgenerated through partnerships between different

levels of government, local interests, traditionallevels of government, local interests, traditional

tourism companies and international aidtourism companies and international aid

organizations.organizations.

All the information catalogued during this stepAll the information catalogued during this step

will become a part of the distinctive features.will become a part of the distinctive features.


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Falmouths Distinctive FeaturesFalmouths Distinctive Features

The town has many distinctive natural and culturalThe town has many distinctive natural and culturalfeatures important to the areas character.features important to the areas character.

A major natural feature is the mangrove and wetlandA major natural feature is the mangrove and wetland

bordering the town.bordering the town. This wetland is the breeding ground for fish and a largeThis wetland is the breeding ground for fish and a large

array of other wildlife; it is also the home of Jamaicaarray of other wildlife; it is also the home of JamaicaSafari VillageSafari Village a crocodile farma crocodile farm which is a majorwhich is a major

tourist attraction (Appendix B).tourist attraction (Appendix B). To the SouthTo the South--East of Falmouths historic district areEast of Falmouths historic district are

commercially operated fish ponds that could become acommercially operated fish ponds that could become atourist attraction. The wetland also acts as a naturaltourist attraction. The wetland also acts as a natural

buffer against extensive urban growth.buffer against extensive urban growth.


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There are several natural attributes in FalmouthsThere are several natural attributes in Falmouthslandscape, some already attracting large number oflandscape, some already attracting large number oftourists, while others require further development andtourists, while others require further development and

marketing.marketing. There is the Martha Brae river flowing into theThere is the Martha Brae river flowing into the

Falmouth harbor, where rafting is done as a yearFalmouth harbor, where rafting is done as a year--roundroundtourist attraction (Appendix B).tourist attraction (Appendix B).

Within the Falmouth harbor there is a phosphorescentWithin the Falmouth harbor there is a phosphorescentlagoon that is an important tourist attraction.lagoon that is an important tourist attraction.

Bordering the lagoon to the East of the Falmouth harborBordering the lagoon to the East of the Falmouth harborare a number of tourist facilities, including theare a number of tourist facilities, including the

Falmouth yacht club.Falmouth yacht club.


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The pristine Bush Cay peninsula across the harbor fromThe pristine Bush Cay peninsula across the harbor fromthe historic district is an outstanding natural area thatthe historic district is an outstanding natural area thatcould provide beach facilities.could provide beach facilities.

The Half Moon Bay area to the West of FalmouthsThe Half Moon Bay area to the West of Falmouthshistoric district has a long stretch of white sand beachhistoric district has a long stretch of white sand beachalso adds another segment to the tourists market thatalso adds another segment to the tourists market thatwould be attracted to the town.would be attracted to the town.

Through these coastline features, Falmouth should beThrough these coastline features, Falmouth should beable to offer waterable to offer water--sports activities and beach facilities.sports activities and beach facilities.

Falmouth is also the gateway to the unspoilt CockpitFalmouth is also the gateway to the unspoilt CockpitCountry, the site of the Famous Windsor caves, whichCountry, the site of the Famous Windsor caves, which

has nature tour potential.has nature tour potential.


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Historically and culturally, Falmouth has severalHistorically and culturally, Falmouth has severaldistinctive features. These include the historicdistinctive features. These include the historictown center and plantations in the periphery.town center and plantations in the periphery.

There were also a number of active religiousThere were also a number of active religiousgroups throughout Falmouth that add to itsgroups throughout Falmouth that add to itscultural dimension.cultural dimension.

The African slaves, who were the engine ofThe African slaves, who were the engine ofgrowth for the economy, and other ethnic groupsgrowth for the economy, and other ethnic groupshave many related features ranging from thehave many related features ranging from thebuilt environment, waysbuilt environment, ways--ofof--life and celebrations.life and celebrations.


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Plate 3.1Plate 3.1

Historic District, Falmouth, 1991Historic District, Falmouth, 1991

Source: TyndaleSource: Tyndale--BiscoeBiscoe


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There are also several buildings with theThere are also several buildings with the

indigenous ginger bread motif (Appendix G).indigenous ginger bread motif (Appendix G).

Some of these buildings are testaments toSome of these buildings are testaments toFalmouths role in the industrial era; others areFalmouths role in the industrial era; others are

reminder of Falmouths importance as anreminder of Falmouths importance as an

importimport--export port.export port.

Plates 3.2Plates 3.2--3.17 illustrates examples of the above3.17 illustrates examples of the above

significant elements that are important to thesignificant elements that are important to the

character of Falmouth.character of Falmouth.


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Plate 3.2

The colonnade piazzas

Feature of the Market StreetCorridor is an essential visual

Character, important to tourist

appeal.

Plate 3.3

Building with indigenous

Ginger Bread motif


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Plate 3.4

Building with

indigenous Ginger

Bread motif.

Plate 3.5

Indigenous shake

shingled house.


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Plate 3.6

Phoenix foundry, built

remnant of the industrialera, built c. 1810

Plate 3.7

Warehouses along the

coastline, evidence of

Falmouths role as ashipping port.


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Plate 3.8

Townhouse ofEdward

Barrett, original owner of

the land on which

Falmouth is located, built

in 1799.

Plate 3.9

Townhouse of John

Tharp once the largest

land and slave owner in

Jamaica, built c. 1785.


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Plate 3.10

The country retreat of the

Barrett Family,Greenwood Great house,

built c. 1790.

Plate 3.11

The Baptist Manse

represent the first

Masonic temple built inJamaica, built in 1798.


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Plate 3.14

Falmouth harbor could

become an importantrecreation resource.

Plate 3.15

Fort Balcares former

home of the TrelawnyRegiment, built in 1811.


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Plate 3.16

One of two cannons at Fort

Balcares protecting Falmouth

Harbor. Responsible for

destroying two men of His

Majestys 55th Regiment

(GSOJ 1970)?

Plate 3.17

Strong landmarks are among

the most important of a

communitys distinctive

tourism features, such as the

Falmouth Court House, built in

1815.


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There are a number of townhouses in the historicThere are a number of townhouses in the historic

district that belonged to the wealthy merchants anddistrict that belonged to the wealthy merchants and

planters who ruled over the affairs of Falmouth in itsplanters who ruled over the affairs of Falmouth in its

heyday.heyday. These include the Barretts townhouse; the BarrettThese include the Barretts townhouse; the Barrett

family was the original owner of the land that Falmouthfamily was the original owner of the land that Falmouth

is built on.is built on.

There is also the Tharps townhouse that belonged toThere is also the Tharps townhouse that belonged to

John Tharp, the largest slave and land owner in JamaicaJohn Tharp, the largest slave and land owner in Jamaica

during the period when sugarcane was king (18thduring the period when sugarcane was king (18th--19th19th

Century).Century).


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In the periphery, there are also a number of GreatIn the periphery, there are also a number of GreatHouses that belonged to wealthy planters.Houses that belonged to wealthy planters.

These include the Stewart Castle Great House, theThese include the Stewart Castle Great House, the

Orange Valley Great House, the Good Hope GreatOrange Valley Great House, the Good Hope GreatHouse and the Green Wood Great House among others.House and the Green Wood Great House among others.

Stewart Castle was owned by a former Custos ofStewart Castle was owned by a former Custos ofTrelawny (Chair of the Local Government), theTrelawny (Chair of the Local Government), the

Honorable James Stewart.Honorable James Stewart. Good Hope and Green Wood are now both touristGood Hope and Green Wood are now both tourist

attractions and were owned by John Tharp and theattractions and were owned by John Tharp and theBarretts respectively.Barretts respectively.


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Sites of historical interest in Falmouth include WaterSites of historical interest in Falmouth include WaterSquare, where a tank was built to supply water to theSquare, where a tank was built to supply water to the

town and to the ships that used the port.town and to the ships that used the port.

Water Square was also the center of commerce for theWater Square was also the center of commerce for the

slaves, who sold produce there, grown on plots allottedslaves, who sold produce there, grown on plots allottedto them by their owners (Ogilvie 1954; GSOJ 1970).to them by their owners (Ogilvie 1954; GSOJ 1970).

The market usually took place on a Sunday, the onlyThe market usually took place on a Sunday, the only

freefree--day given to the slaves (Plate 3.18). A closeday given to the slaves (Plate 3.18). A close

examination of Plate 3.18 reveals a festival marketexamination of Plate 3.18 reveals a festival market

atmosphere.atmosphere.


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Plate 3.18Plate 3.18

Historic Water Square Market Scene, c. 1840Historic Water Square Market Scene, c. 1840

Source: The Georgian Society of Jamaica, 1970Source: The Georgian Society of Jamaica, 1970


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There is also the Uriah Rowe park, a wellThere is also the Uriah Rowe park, a well

laid out Victorian Style public garden.laid out Victorian Style public garden.

It was the site of the West Indian RegimentIt was the site of the West Indian RegimentBand (Jamaica Military Band) annualBand (Jamaica Military Band) annual

concert in Falmouth until the 1950s.concert in Falmouth until the 1950s.


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The Anglicans, Baptists and Wesleyans all ran publicThe Anglicans, Baptists and Wesleyans all ran publicschools until in 1902 when they were amalgamated andschools until in 1902 when they were amalgamated andbecame the government school at the old soldiersbecame the government school at the old soldiersBarracks (Ogilvie 1954).Barracks (Ogilvie 1954).

In the early days however, not everyone agreed with theIn the early days however, not everyone agreed with theactivities of the churches, especially the ones that wereactivities of the churches, especially the ones that werenonnon--conformist.conformist.

One antagonistic point was the teaching of theOne antagonistic point was the teaching of the

brotherhood in Christ; this led to a lot of harassmentbrotherhood in Christ; this led to a lot of harassmentand persecution from the planterand persecution from the planter--class who had greatclass who had greatinfluence in the legislature.influence in the legislature.

The Baptist church however, suffered the worstThe Baptist church however, suffered the worstpersecution.persecution.


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The Baptist church had enormous impact onThe Baptist church had enormous impact on

colonial society in Falmouth and Trelawny.colonial society in Falmouth and Trelawny.

The Baptist ministry developed from a nonThe Baptist ministry developed from a non--conformist public school opened in 1814 inconformist public school opened in 1814 in

Falmouth (Ogilvie 1954).Falmouth (Ogilvie 1954).

The gospel messages preached by the variousThe gospel messages preached by the various

Baptists ministers provided inspiration,Baptists ministers provided inspiration,

consolation and promises for the slaves (Ogilvieconsolation and promises for the slaves (Ogilvie

1954).1954).


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It was in the early 1830s that the militantIt was in the early 1830s that the militant

Reverend William Knibb, of emancipationReverend William Knibb, of emancipation

fame, assumed pastorship in Falmouth.fame, assumed pastorship in Falmouth.

Because of Knibbs advocacy for theBecause of Knibbs advocacy for the

emancipation of slaves, he suffered severeemancipation of slaves, he suffered severe

persecution (arrest, imprisonment and preventedpersecution (arrest, imprisonment and prevented

from preaching) at the hands of the state.from preaching) at the hands of the state.

He did, however, succeeded in arousing publicHe did, however, succeeded in arousing public

sympathy and resentment against slavery.sympathy and resentment against slavery.


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The Baptist ministry not only taught theThe Baptist ministry not only taught the

scripture to slaves and exscripture to slaves and ex--slaves, they alsoslaves, they also

taught them how to build houses.taught them how to build houses.

After the abolition of slavery in 1838, theAfter the abolition of slavery in 1838, the

Baptist church established a number of freeBaptist church established a number of free--

villages like Granville to settle the exslavesvillages like Granville to settle the exslaves

(Appendix B). As a result, the exslaves gained a(Appendix B). As a result, the exslaves gained alevel of political power in their new role aslevel of political power in their new role as

landland--owners.owners.


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Ever since the days of slavery, people inEver since the days of slavery, people inFalmouth have always had a strong allianceFalmouth have always had a strong alliancewith the Baptist church. So much so, that whenwith the Baptist church. So much so, that when

the church was destroyed by a hurricane inthe church was destroyed by a hurricane in1944, it was fixed at public expense.1944, it was fixed at public expense.

On August 1st of 1927, the Baptist ChurchOn August 1st of 1927, the Baptist Churchcelebrated the 100th anniversary of its operationcelebrated the 100th anniversary of its operationin Trelawny; and on August 1st of 1938, itin Trelawny; and on August 1st of 1938, itcelebrated the 100th anniversary of thecelebrated the 100th anniversary of theemancipation of the slaves in Jamaica.emancipation of the slaves in Jamaica.


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Apart from the physical features and scenicApart from the physical features and scenicviews, Falmouth contains other less intangible,views, Falmouth contains other less intangible,yet distinctive, features that are adaptable toyet distinctive, features that are adaptable totourism.tourism.

These include events, celebrations, festivals,These include events, celebrations, festivals,folklore, music, dance, arts, crafts, food andfolklore, music, dance, arts, crafts, food andpersonalities.personalities.

All have their time and season. Although weAll have their time and season. Although wemight not be able to map these features, wemight not be able to map these features, weknow the spatial and seasonal context in whichknow the spatial and seasonal context in whichthey took place.they took place.


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One of the most extravagant celebrations in theOne of the most extravagant celebrations in the

history of the area took place in Trelawny whenhistory of the area took place in Trelawny when

the House of Assembly in Jamaica passed thethe House of Assembly in Jamaica passed the

Bill on November 5, 1770, to partition off SaintBill on November 5, 1770, to partition off Saint

James and create the new parish. Ogilvie gaveJames and create the new parish. Ogilvie gave

an account of Trelawnys birthday bash:an account of Trelawnys birthday bash:


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This was an event which created intenseThis was an event which created intenseexhilaration and a variety of joyous andexhilaration and a variety of joyous andpredictable display. It was a manifestation ofpredictable display. It was a manifestation of

extraordinary public rejoicingextraordinary public rejoicing. A real holiday. A real holidaywas proclaimed. Places of business were closedwas proclaimed. Places of business were closedand even the slaves who had but a vagueand even the slaves who had but a vagueappreciation of the import of the enactment wereappreciation of the import of the enactment were

allowed to enter, unconsciously, or otherwiseallowed to enter, unconsciously, or otherwiseinto the patriotic celebrations.into the patriotic celebrations. The then chiefThe then chieftown Martha Brae, was a scene of revelry.town Martha Brae, was a scene of revelry.


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For two nights the bonfire on Gun Hill and atFor two nights the bonfire on Gun Hill and at

other places nearby, reflected for miles around,other places nearby, reflected for miles around,

an unprecedented display of satisfaction of aan unprecedented display of satisfaction of a

persistent and determined people. Drunkennesspersistent and determined people. Drunkenness

and debauchery were taken for granted. In fact,and debauchery were taken for granted. In fact,

were you not in the group, you would bewere you not in the group, you would be

considered a foreigner.considered a foreigner. The spirit wasThe spirit wasunquenchable in both places. (Ogilvie 1954:3unquenchable in both places. (Ogilvie 1954:3--

4) [4) [emphasis addedemphasis added].].


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From the above account, it would not beFrom the above account, it would not be

farfetched to say events such as Trelawnysfarfetched to say events such as Trelawnys

birthday is adaptable to the tourist image andbirthday is adaptable to the tourist image and

need.need.

Further more its reFurther more its re--enactment has the potentialenactment has the potential

to attract local people as well.to attract local people as well.


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The month of December marked the beginningThe month of December marked the beginning

of most planters sojourn on their sugarof most planters sojourn on their sugar

plantation.plantation.

The planters stay generally lasted until the endThe planters stay generally lasted until the end

of the sugar cane reaping period, near the end ofof the sugar cane reaping period, near the end of

March.March.

During this period, a number of extravagantDuring this period, a number of extravagant

parties would be given and even the slaves wereparties would be given and even the slaves were

allowed to participate in Christmas celebrations.allowed to participate in Christmas celebrations.


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Falmouth has a unique phenomenon, Ben Down, aFalmouth has a unique phenomenon, Ben Down, avibrant festival market which takes place onvibrant festival market which takes place onWednesdays and where sellers and buyers from all overWednesdays and where sellers and buyers from all overJamaica converge to trade inexpensive, qualityJamaica converge to trade inexpensive, qualitymerchandise (Plate 3.19merchandise (Plate 3.19--3.22).3.22).

The atmosphere that this event creates is unique inThe atmosphere that this event creates is unique inJamaica, an as such, has the potential to become a partJamaica, an as such, has the potential to become a partof the tourism experience.of the tourism experience.

The festival market atmosphere at Ben Down isThe festival market atmosphere at Ben Down issimilar to the atmosphere at the slaves Sundaysimilar to the atmosphere at the slaves Sunday--marketmarketmentioned earlier. In fact Ben Down may have itsmentioned earlier. In fact Ben Down may have itsroots in the slaves Sundayroots in the slaves Sunday--market.market.


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Plate 3.19

Initially the Bend Down

festival market took place at the

historic market site spilling out

into Water Square and adjacent

streets and competing with

vehicular traffic.

Plate 3.20

The market was relocated

away from the town centre

because of a number of

reasons, including

disorganization, unsightly

scenes and large amount of

litter.


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Plate 3.21

The disorganized Bend

Down continue to compete

with traffic away from Water

Square. It could become a

strong tourist draw if

restructured appropriately.

Plate 3.22

Foreign visitors participating

in Bend Down festival

market.


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Plate 3.23

Inappropriate visualinterpretation of

Falmouths character.

Plate 3.24

Inappropriate visual

interpretation of

Falmouths character.


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These resources might be viewed by some as ratherThese resources might be viewed by some as rather

ordinary, yet they are the elements that make the placeordinary, yet they are the elements that make the place

distinctive and enhance the quality of life in Falmouth.distinctive and enhance the quality of life in Falmouth.

They are also the elements which could be used inThey are also the elements which could be used inattracting tourists and providing opportunity forattracting tourists and providing opportunity for

economic activity from tourism.economic activity from tourism.

Falmouths character, however, is under threat fromFalmouths character, however, is under threat from

increasing numbers of inappropriate developments suchincreasing numbers of inappropriate developments such

as the new farmers market and other buildings (Plateas the new farmers market and other buildings (Plate

3.223.22--3.25).3.25).


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It is sad, but in all of the above mentioned placesIt is sad, but in all of the above mentioned places

and activities very little exists that openlyand activities very little exists that openly

celebrates the lives and contributions of thecelebrates the lives and contributions of the

slaves that the early colonial system relied on,slaves that the early colonial system relied on,

except the consolation that it was slave labor thatexcept the consolation that it was slave labor that

built much of the town.built much of the town.


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The criteria for the chosen sites are based onThe criteria for the chosen sites are based onpresent and past use, age, location spatially,present and past use, age, location spatially,historical significance, inherent quality andhistorical significance, inherent quality and

existing condition.existing condition. Necessary developments that are incompatibleNecessary developments that are incompatible

with the towns image, such as sewage treatmentwith the towns image, such as sewage treatmentplants, should be kept outside the critical zone.plants, should be kept outside the critical zone.

Plate 3.26Plate 3.26--3.29 presents functions of Falmouths3.29 presents functions of Falmouthscritical zones and possible strategies forcritical zones and possible strategies forpreserving and revitalizing them.preserving and revitalizing them.


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Plate 3.28

Open space around this church is a

critical zone to be maintained. The

United Church of Jamaica andGrand Cayman formerly the Scotch

Kirks place of worship, built in

1830.

Plate 3.29

A few developments such as

highways, while necessary in the

community, may represent a drastic

modification of the landscape orgeneral character of the area. When

possible, such developments

should be located outside critical

zones for tourism.


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The critical zones are areas containing visually pleasingThe critical zones are areas containing visually pleasingelements, activities and travel corridors into Falmouth.elements, activities and travel corridors into Falmouth.

As might be expected, the critical zone covers most ofAs might be expected, the critical zone covers most of

the coastline extending into the harbor and across tothe coastline extending into the harbor and across toBush Cay.Bush Cay.

The critical zone also covers most of the historic districtThe critical zone also covers most of the historic districtalong Market Street and Duke Street.along Market Street and Duke Street.

The critical zone also extends along the Half Moon BayThe critical zone also extends along the Half Moon Baybeach, encompassing the wetland that contains Jamaicabeach, encompassing the wetland that contains JamaicaSafari Village to the South of Falmouths historicSafari Village to the South of Falmouths historicdistrict.district.


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VERYVERY--CRITICAL ZONESCRITICAL ZONES

Within the critical zone are areas referred to asWithin the critical zone are areas referred to as

veryvery--critical zones; these areas contain thecritical zones; these areas contain the

essence of Falmouths character and personality.essence of Falmouths character and personality.

These are the areas that will be at the core of theThese are the areas that will be at the core of the

tourism development plan for Falmouth.tourism development plan for Falmouth.

Special and immediate attention for these zonesSpecial and immediate attention for these zones

in the initial phase of the development plan isin the initial phase of the development plan isparamount, if the personality of Falmouth is toparamount, if the personality of Falmouth is to

be maintained.be maintained.


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UU Obj ti i C iti l ZObj ti i C iti l Z


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UseUse--Objectives in Critical Zones:Objectives in Critical Zones:

FalmouthFalmouth

An examination of the critical zones, distinctiveAn examination of the critical zones, distinctive

features, travelfeatures, travel--corridors and the surroundingscorridors and the surroundings

provides insight to appropriate useprovides insight to appropriate use--objectives.objectives.

According to Rosenow and Pulsipher (1979),According to Rosenow and Pulsipher (1979),

useuse--objectives are the strategies that guideobjectives are the strategies that guide

developments in critical zones.developments in critical zones.

They are planned policies to be implemented byThey are planned policies to be implemented by

citizens and the state in the critical zones.citizens and the state in the critical zones.


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The useThe use--objectives will help protect, developobjectives will help protect, developand recreate features within Falmouth that theand recreate features within Falmouth that theresidents have identified as being important toresidents have identified as being important to

them.them. On the other hand, features not appropriate forOn the other hand, features not appropriate for

the milieu will be restricted or, if possible,the milieu will be restricted or, if possible,removed.removed.

Plate 3.30Plate 3.30--3.34 presents specific use3.34 presents specific use--objectivesobjectivesfor protecting and perpetuating Falmouthsfor protecting and perpetuating Falmouthscharacter.character.


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Plate 3.32

Modification would allow for

new developments, that,while visually or

architecturally different, are

still compatible in terms of

neighborhood scale.

Plate 3.33

Unsightly areas could be

cleaned up as part of an

enhancement use-objective.


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Enhancement and restoration are neededEnhancement and restoration are neededthroughout most of the historic district, becausethroughout most of the historic district, becausea number of inappropriate developments havea number of inappropriate developments have

taken place in the past 20 years.taken place in the past 20 years. This will mean the removal or enhancement ofThis will mean the removal or enhancement of

existing features that are inappropriate.existing features that are inappropriate.

The Market Street and Duke street corridorThe Market Street and Duke street corridorshould be given enhancement useshould be given enhancement use--objectives toobjectives tostrengthen the colonnade piazza archetypestrengthen the colonnade piazza archetype(Appendix F).(Appendix F).


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The mangrove wetland area should receive a retentionThe mangrove wetland area should receive a retentionuseuse--objective, because the bioobjective, because the bio--diversity that exists therediversity that exists thereis important to the ecosystem; and should therefore beis important to the ecosystem; and should therefore beprotected.protected.

Other areas to receive a retention useOther areas to receive a retention use--objective includeobjective includethe Half Moon Bay beach area and the Bush Cay area.the Half Moon Bay beach area and the Bush Cay area.They should essentially remain as is, with onlyThey should essentially remain as is, with onlyunobtrusive development.unobtrusive development.

Major modification will be needed along the coastlineMajor modification will be needed along the coastline

adjacent to the historic district, allowing for theadjacent to the historic district, allowing for thedevelopment of compatible urban features. Thedevelopment of compatible urban features. Themodification should recapture the ambiance of themodification should recapture the ambiance of thewharf atmosphere preset during the towns glory days.wharf atmosphere preset during the towns glory days.


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Achieving the concept of a living history wouldAchieving the concept of a living history would

necessitate the renecessitate the re--creation of a number of eventscreation of a number of eventsin their context, such as the ambiance of thein their context, such as the ambiance of thedrays (horse and buggy) that were so much adrays (horse and buggy) that were so much apart of Falmouths milieu.part of Falmouths milieu.

So could the reenactment of the TrelawnySo could the reenactment of the TrelawnyRegiment parades and concerts.Regiment parades and concerts.

There were also extravagant balls given byThere were also extravagant balls given by

some of the wealthiest British planters andsome of the wealthiest British planters andmerchants in the court houses ballroom and atmerchants in the court houses ballroom and atvarious great houses.various great houses.


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Though slavery remains a sensitive, emotional andThough slavery remains a sensitive, emotional andcontroversial issue, Falmouth should explore ways tocontroversial issue, Falmouth should explore ways tostrengthen educational literature on this time periodstrengthen educational literature on this time periodthrough tourism.through tourism.

Simons (1993) argues that the contribution of the slaveSimons (1993) argues that the contribution of the slavetrade to the economy ofEurope and its impact ontrade to the economy ofEurope and its impact onAfrica is an area of study that is currently on the rise.Africa is an area of study that is currently on the rise.

Sugar cane processing, the arrival of ships and theSugar cane processing, the arrival of ships and theloading and unloading of produce and merchandise areloading and unloading of produce and merchandise arealso scenes worth celebrating through reenactment. Asalso scenes worth celebrating through reenactment. Aswell, the celebration of Trelawnys birthday shouldwell, the celebration of Trelawnys birthday shouldbecome an annual event.become an annual event.


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Formulation of Action Programs:Formulation of Action Programs:


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Formulation of Action Programs:Formulation of Action Programs:

FalmouthFalmouth

With the general useWith the general use--objective established forobjective established forthe critical zones and features in Falmouth, localthe critical zones and features in Falmouth, localofficials, organizations and citizens can nowofficials, organizations and citizens can now

formulate specific action programs that willformulate specific action programs that willfacilitate their realization (Plate 3.35facilitate their realization (Plate 3.35--3.36).3.36).

The action programs are aimed at realizing theThe action programs are aimed at realizing thefollowing objectives: the development of socialfollowing objectives: the development of social

programs for residents; the development ofprograms for residents; the development ofgeneral physical infrastructure; and thegeneral physical infrastructure; and thedevelopment of tourism infrastructure.development of tourism infrastructure.


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This section presents specific action programs,This section presents specific action programs,their sequence of implementation and thetheir sequence of implementation and thevarious organizations that will be involved invarious organizations that will be involved inimplementation.implementation.

The plan should, however, be implemented toThe plan should, however, be implemented toallow for flexibility caused by changingallow for flexibility caused by changingcircumstances and conditions.circumstances and conditions.

The implementation sequence for the actionThe implementation sequence for the action

programs being proposed for Falmouth is: socialprograms being proposed for Falmouth is: socialdevelopment; public infrastructure development;development; public infrastructure development;and tourism infrastructure development.and tourism infrastructure development.


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The first initiative that should be taken is toThe first initiative that should be taken is to

have Falmouth declared a National Monument;have Falmouth declared a National Monument;

this will prevent inappropriate development andthis will prevent inappropriate development and

further destruction of important physicalfurther destruction of important physicalfeatures. This was done in 1996.features. This was done in 1996.

It will also boost confidence and protectIt will also boost confidence and protect

investors, developers and organizers ininvestors, developers and organizers inFalmouth.Falmouth.


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Also of importance will be media coverage andAlso of importance will be media coverage and

the development of heritage films on Falmouththe development of heritage films on Falmouth

to be distributed to the communities and schools,to be distributed to the communities and schools,

to get the communities, and especially theto get the communities, and especially thechildren, involved in the process.children, involved in the process.

The Falmouth Restoration Company (FRC) hasThe Falmouth Restoration Company (FRC) has

already launched a brochure on Falmouthalready launched a brochure on Falmouth(Appendix M), with the intention of raising(Appendix M), with the intention of raising

public awareness of the towns heritage.public awareness of the towns heritage.


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Such necessary elements should be zonedSuch necessary elements should be zonedoutside the core, where growth need can beoutside the core, where growth need can besatisfied without destroying essential tourismsatisfied without destroying essential tourismcharacteristics.characteristics.

Apart from zoning to restrict certain types ofApart from zoning to restrict certain types ofdevelopment in the historic district, voluntary ordevelopment in the historic district, voluntary orofficial signage control could help to realize theofficial signage control could help to realize theuseuse--objectives such as enhancement.objectives such as enhancement.

Traffic control measures during certain timesTraffic control measures during certain timeswould help to ease present congestion in thewould help to ease present congestion in thecritical zones.critical zones.


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After the development of social programs,After the development of social programs,

efforts should then be shifted to the developmentefforts should then be shifted to the development

and enhancement of the physical infrastructureand enhancement of the physical infrastructure

throughout Falmouth, (electricity, water,throughout Falmouth, (electricity, water,sewage, road and telecommunications).sewage, road and telecommunications).

The infrastructure should be developed toThe infrastructure should be developed to

accommodate the expected rise in tourism trafficaccommodate the expected rise in tourism trafficfor both visitors and residents will derivefor both visitors and residents will derive

benefits.benefits.


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The specific action programs to develop tourismThe specific action programs to develop tourismrelated infrastructure should start with existingrelated infrastructure should start with existingfeatures in the historic district.features in the historic district.

By assembling land along the waterfront throughBy assembling land along the waterfront through

purchase, longpurchase, long--term lease, or expropriation, theterm lease, or expropriation, thestate could develop a recreation corridor as anstate could develop a recreation corridor as anappropriate action program.appropriate action program.

This would be compatible with the waterfrontsThis would be compatible with the waterfrontsenhancement useenhancement use--objective previously identifiedobjective previously identifiedand would ensure access to the area for theand would ensure access to the area for thepublic.public.


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The next step in developing tourism infrastructure is toThe next step in developing tourism infrastructure is toestablish various commercial ventures to support theestablish various commercial ventures to support thetourism network.tourism network.

The commercial ventures that should be considered forThe commercial ventures that should be considered forthe restored properties are restaurants, shops, stores,the restored properties are restaurants, shops, stores,studios, museums, interpretation sites andstudios, museums, interpretation sites andentertainment and bedentertainment and bed--andand--breakfast facilities.breakfast facilities.

Another historical feature that should be revived forAnother historical feature that should be revived fortourism is the dray (horse and buggy). Drays should betourism is the dray (horse and buggy). Drays should be

the primary means of transportation throughout thethe primary means of transportation throughout thehistoric district for tourists.historic district for tourists.

Low impact watersports and beach facilities shouldLow impact watersports and beach facilities shouldalso be develop to complement land based activities.also be develop to complement land based activities.


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Section 5.4.3 highlighted that there is inadequateSection 5.4.3 highlighted that there is inadequate

information treating the history of slaves, slaveryinformation treating the history of slaves, slavery

and the slave trade in local museums.and the slave trade in local museums.

The important role Falmouth played in theThe important role Falmouth played in the

infamous triangular trade makes it a logical siteinfamous triangular trade makes it a logical site

for the development of an educationalfor the development of an educational

experience on slavery for visitors and scholarsexperience on slavery for visitors and scholarsalike.alike.


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The potential for the development of a museumThe potential for the development of a museumon slavery in Falmouth is recognized by theon slavery in Falmouth is recognized by the

Jamaica Heritage Trails Limited.Jamaica Heritage Trails Limited.

Parrent (1995) has indicated that the director ofParrent (1995) has indicated that the director of

African and Caribbean projects at theAfrican and Caribbean projects at the

Smithsonian Institute, Dr. Vera Hyatt is willingSmithsonian Institute, Dr. Vera Hyatt is willing

to assist in such a venture.to assist in such a venture.

Dr Hyatt assisted in the development of the twoDr Hyatt assisted in the development of the two

museums on slavery in Ghana.museums on slavery in Ghana.


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Incentives to private developers for developingIncentives to private developers for developing

and maintaining public spaces and publicand maintaining public spaces and public

access to development would be required.access to development would be required.

This type of publicThis type of public--private cooperation hasprivate cooperation has

worked in places like New York City (Barnettworked in places like New York City (Barnett1982).1982).

The steering committee to be formed at theThe steering committee to be formed at the

outset would continue to play its partoutset would continue to play its partthroughout by monitoring the action programsthroughout by monitoring the action programs

to see that they conform with the overall plan.to see that they conform with the overall plan.


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The coordination of organizations in FalmouthThe coordination of organizations in Falmouthis important for the formation of a steeringis important for the formation of a steering

committee that will guide and monitorcommittee that will guide and monitor

sustainable heritage tourism development insustainable heritage tourism development in

the town.the town.

Falmouth possesses many distinctive featuresFalmouth possesses many distinctive features

(cultural, physical, natural and artificial) that are(cultural, physical, natural and artificial) that are

important to the towns character and to theimportant to the towns character and to theformation of a viable and vibrant touristsformation of a viable and vibrant tourists

historic city.historic city.


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The important thing is for Falmouths growth toThe important thing is for Falmouths growth totake place with the clearly recognized objectivetake place with the clearly recognized objective

of perpetuating the elements that make Falmouthof perpetuating the elements that make Falmouth

unlike any other place.unlike any other place.

For Falmouth to appeal to tourists, it must be asFor Falmouth to appeal to tourists, it must be as

a result of its uniqueness.a result of its uniqueness.

If that were lost, it would have little toIf that were lost, it would have little to

distinguish it from other places, anddistinguish it from other places, andconsequently, little to attract visitors.consequently, little to attract visitors.

sustainable heritage tourism model for falmouth, jamaica: towards cultural & heritage preservation

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