Once dismissed as sleepy coastlines and untapped potential, the parishes of St Thomas and Portland are quietly undergoing a transformation — not through press releases or photo ops, but with shovels in the ground, investors circling, and locals starting to believe that the future may finally include them.
For decades, Eastern Jamaica has watched from the sidelines as Montego Bay, Ocho Rios, and Negril soaked up tourism dollars and government attention. But a subtle shift is underway, and it’s not just policy—it’s momentum. With real estate prices climbing and infrastructure projects long stuck in limbo now moving forward, the region is beginning to write a new narrative.
At the centre of this resurgence is Bath Fountain, a mineral spring with centuries of heritage and healing properties, often mentioned in brochures but rarely prioritized in budgets. That’s changing. After years of piecemeal investment, the Government has finally placed its biggest bet yet on the site—over $30 million in this fiscal year alone. Officials are no longer just talking about potential. They’re investing in it.
But it’s not just about restoring old sites. It’s about redefining what Eastern Jamaica can be. Developers have started to show up—not the mega chains, but boutique hotel owners and wellness entrepreneurs who see in Portland and St Thomas what others might have missed: unspoiled beauty, authentic experiences, and communities ready to engage.
“Portland doesn’t need to be the next Negril,” one investor commented recently. “It just needs to be Portland—with better roads, a longer runway, and the right kind of vision.”
That vision includes a renewed look at the long-dormant Ken Jones Aerodrome. Once written off as a money sink, it’s now back in review. A modest runway extension could open the gates to regional flights, making Portland more than just a road trip for the curious—it could be a quick escape for the international crowd.
Meanwhile, in the hills and valleys, land once traded for modest sums is fetching prices that rival suburban Kingston. A 10,000-square-foot parcel that sold for $4 million a few years ago now asks for three times that. And they’re getting it. Why? Because people are starting to believe that the Eastern story isn’t over—it’s just beginning.
Heritage gardens like Castleton are also back on the radar. Not because of nostalgia, but because the future of tourism lies in storytelling. These are not just attractions; they’re assets. When tied together with the region’s rivers, reefs, and rainforest canopies, a new kind of Jamaican experience begins to emerge—one rooted in depth, not density.
There are still critics, of course. Opposition voices have questioned whether the region is getting its fair share of the national marketing push. But according to Tourism Minister Edmund Bartlett, the goal isn’t to slice up the pie—it’s to bake a bigger one. “We’re positioning Eastern Jamaica as part of a new frontier in tourism,” he noted, pointing to existing campaigns that spotlight hidden gems like Reach Falls and the Rio Grande.
For years, locals have heard promises. Roads would come. Jobs would follow. Tourists would arrive. Most learned not to hold their breath. But something feels different this time—not louder, just more certain.
If this momentum holds, Eastern Jamaica may no longer be a place people pass through on the way to somewhere else. It may finally become the destination it was always meant to be.
