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The Caribbean Tourism Organization has identified eight sub-sectors that comprise the tourism sector. Any one or combination of these sub-sectors can form (a) community-based tourism product(s). These are:

Accommodation
Within the accommodation sector there are large, medium and small hotels, as well as non-hotel accommodation such as villas, bed and breakfast establishments, and campsites.

Food and Beverage
This sub-sector can be viewed either as a support sector or as a major attraction. In the category of food and beverage there are restaurants, coffee shops, dining rooms, fast food outlets, pubs, lounges, nightclubs, cabarets, catering establishments and specialty shops.

Accommodation + Food and Beverage = Hospitality

Adventure Tourism
This category includes air carriers, golf/tennis facilities, parks, fishing facilities, cruise lines, hunting facilities, car rentals, adventure tourism, recreational vehicles, marine facilities and taxis

Transportation
CTO identified air carriers, bus and tour companies, cruise lines, car rentals, recreational vehicles, taxis, and gas stations as a part of this sub-sector.
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Attractions
This sub-sector holds the key to raising self-esteem and national pride for every destination. This sub-sector comprises museums, galleries, heritage/historical sites and parks, gardens, amusement/recreation parks, interpretive centres and native/cultural/industrial/eco-tourism.

Travel Trade
This includes travel agencies, tour wholesalers, tour operators and tour guides.

Events and Conferences
Included in this sub-sector are special events/carnival/cricket, meetings/conferences/conventions, festivals, trade shows/marketplaces, fairs & exhibitions.

Tourism Services
This sub-sector includes Government Tourism Departments, Information Centres, Research Services, Reservation Services, Advertising Agencies, Trade Press, Marketing, Professional Associations, Consultants, Tourism Educators, Tourism Suppliers and Retail Operations.

These eight sectors form part of a larger tourism system that operates worldwide. The Tourism System is comprised of:

• The generating markets – where visitors originate.
• The transit routes – how visitors get to a destination.
• The destination – where the visitors are going.
• The industry – the organization of the 8 sub-sectors described above.

The Tourism System impacts significantly on the marketing aspect of tourism. Most Caribbean countries appear to treat the four elements of the system as separate components. Jamaica is no exception. However, to increase market share these elements have to be strategically managed in concert with each other.

The World Tourism Organization has issued a Global Code of Ethics for Tourism, which includes guidelines that cover:

• Tourism’s contribution to mutual understanding and respect between peoples and societies.
• Tourism as a vehicle for individual and collective fulfillment.
• Tourism as a factor of sustainable development
• Tourism as a user of the cultural heritage of mankind and a contributor to its enhancement
• Tourism as a beneficial activity for host countries and communities
• Obligations of stakeholders in tourism development

Countries of the Caribbean because of their fragile eco-systems and harsh social conditions must embrace not only the WTO’s Code of Ethics for Tourism but should also the principles of sustainable development within all of their tourism products. Strategies aimed at addressing social, environmental and economic considerations are critical to work in developing community-based tourism products, as these products are usually located in areas that are affected by hardships.

Community-based tourism, therefore, is one or a combination of tourism products offered at a community-level to domestic or international visitors. In the Jamaican context, community-based tourism usually refers to visitor interaction with local people in the rural areas outside of the traditional resort areas. Community-based tourism does not mean that the rules that apply to traditional tourism sub-sectors do not apply them. The principles of health and safety for visitors drive tourism regardless of the setting in which the product is offered.

Community-based tourism, however, offers a unique opportunity for Jamaica. The process of community-based tourism development if managed effectively has the potential to alleviate poverty and illiteracy. Community-based tourism also has the potential to develop the natural creative energy of Jamaicans by transforming average citizens into entrepreneurs. It can be used to develop strong partnerships by twinning existing traditional tourism entrepreneurs with aspiring non-traditional tourism entrepreneurs. It can be combined with the existing tourism product offerings to create a uniquely Jamaica experience. Community-based tourism can be a stand-alone venture or a partnership of the traditional and the non-traditional products blended with Jamaican charm, culture and heritage to create a community tourism spirit that culminates in a truly Jamaican experience. Community-based tourism can bring out the best in the Jamaican people.

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