Tourism stakeholders urged to engage community workers
Published:Monday | June 16, 2025 | 12:11 AMGareth Davis Sr/Gleaner Writer
St Mary:
Tourism operators and stakeholders would be better served engaging and involving workers who live within the communities in which they do business, according to Deputy Executive Chairman of Chukka Caribbean Adventures, John Byles.
Byles, who is also the deputy chairman of the Jamaica Tourist Board, said it is against this background that Chukka, which operates attractions in St Mary, St Ann, Trelawny and Hanover with more than 650 employees, has for decades been engaging persons living within the communities in which they operate.
“We have never been shy about our commitment to fostering inclusivity and community engagement in our operations … as we seek to expand our operations,” Byles told The Gleaner during a visit to his Chukka White River Valley attraction in Cascade, St Mary, last week.
“We have always been firmly of the view that businesses flourish and succeed when they genuinely invest in and involve the communities they serve, creating a sense of ownership, happiness, and shared purpose among local residents and visitors alike.”
According to Byles, Chukka is actively exploring more innovative ways to deepen its community ties, adding, “Our goal is to not only provide memorable experiences for visitors, but also to ensure that local communities benefit directly from our operations.
“We understand that when communities feel involved and invested, our business thrives, and so do the people who call these areas home.”
Byles said that one notable initiative under consideration is the formal integration of local vendors into the river tubing tours.
Currently, some vendors operate informally along the river, selling refreshments such as jelly coconuts, cold drinks, and snacks during organised stops.
Byles acknowledged this existing practice, while indicating that changes are coming that will better suit vending operations and improve the legitimate earning power of vendors.
FORMALISING VENDING
“We are aware that vendors are currently selling on the river without official permission. While we have permitted this informally in the past, we are now exploring ways to make this arrangement official, structured, and under proper oversight.”
He explained that formalising vendor participation would provide economic opportunities for local entrepreneurs, while maintaining safety and quality standards for visitors.
“This move aligns with Chukka’s broader philosophy of empowering local communities by creating sustainable livelihoods. As a company, we recognise that many of our most talented guides and staff are drawn from the surrounding areas, and these individuals often have deep roots in the communities they serve,” Byles stated.
“Some of our best guides come from local neighbourhoods. They bring authentic knowledge, passion, and a genuine connection to the environment and culture, which enhances the experience for our guests. Supporting these guides and their communities is at the heart of our expansion plans.”
Byles said Chukka’s commitment to community engagement extends beyond employment.
He said that the company has actively invested in local infrastructure, training programmes, and social initiatives aimed at improving the quality of life for residents.
“These efforts include environmental conservation projects, educational scholarships, and community development programmes. These are designed to foster a sense of ownership and pride among local stakeholders,” he pointed out.
Byles shared that Chukka is planning significant expansion at its Chukka Ocean Outpost in Sandy Bay, Hanover, with new attractions and activities designed to be inclusive and community-focused.
“True success in our industry comes from empowering the communities we operate in,” Byles further emphasised. “When local people feel they have a stake in our operations, they are more likely to support, promote, and protect these attractions. That’s a win for everyone; for businesses, for communities, and for visitors seeking authentic experiences.”