Abstract
This article explores the challenges and opportunities for achieving sustainable development with the growth of tourism in Negril, Jamaica. In the absence of public policy for planned development, the community has experienced severe deterioration of its ecosystem. Fieldwork conducted in 1995 found the resident community and its advocacy NGOs mobilized to manage their natural resources supported by international funding for projects to protect the environment and build an infrastructure to sustain future growth. Hotel managers are increasingly reliant on environmentally concerned marketing strategies. Negril, Jamaica, as text, represents a microcosm where community activists seek to protect natural resources compromised by increased population pressure exacerbated by overdevelopment for tourism. For an sustainable development to occur, social, economic and ecological factors have to be accommodated simultaneously so all stakeholders can participate and prosper.
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