Countrystyle Community Tourism Network (CCTN) is internationally recognized for its work over three decades, much of it on a voluntary basis, in pioneering community tourism. It has been the driving force behind the concept of community tourism in Jamaica, the Caribbean and internationally
How did Countrystyle Community Tourism Originate?
The late Desmond Henry, a former Director of Tourism for Jamaica, and Diana McIntyre-Pike, daughter of pioneering Negril hotelier Ceceline McIntyre, worked together to create “new tourism,” a bottom-up tourism product. In 1978, they coined the name “Community Tourism” for their approach which, by stimulating cooperation and a sense of pride and value, encouraged communities to make use of local resources, become trained in new hospitality skills and generate local income.
In 1994, Diana McIntyre-Pike was one of 200 speakers invited by the International Institute for Peace through Tourism (IIPT) to present to representatives of 70 countries attending its second global conference in Montreal. Inspired by the success of Countrystyle Community Tourism and its base, the Astra Country Inn in Mandeville, Jamaica, the IIPT branded Jamaica the “Home of Community Tourism” and established the IIPT Caribbean Chapter with Diana McIntyre-Pike as its President.
The Countrystyle Community Tourism Network (CCTN) was formed to pursue a partnership approach to the development and marketing of Community Tourism throughout the Caribbean region and
internationally, including among private and public sector organizations.
How does CCTN define Community Tourism?
CCTN uses the definition developed during the 2003-04 Jamaica Community Tourism Project, initiated by Countrystyle’s Sustainable Communities Foundation, the forerunner of CCTN, and funded by the Canadian International Development Agency:
“an integrated approach and collaborative tool for the socio-economic empowerment of communities through the assessment, development and marketing of natural and cultural community resources which seeks to add value to the experience of local and foreign visitors and simultaneously improve the quality
of communities.”
What is the Mission of CCTN?
To support the development of community tourism in Jamaica, the Caribbean and internationally, preparing communities to provide and benefit from diverse “community lifestyle experience” vacations and tours offered to local and foreign visitors, and educating all stakeholders of the importance of community tourism to the cause of peace, poverty alleviation and sustainable development.
Our vision is of rural and urban communities empowered and able to develop on a sustainable basis by:
– exposing and dynamically marketing their natural culture, talents, passion and potential to the world;
– stimulating local entrepreneurship, management skills and improvement opportunities; and
– managing themselves as unique Caribbean destination or products.
How does CCTN Work?
Headquartered in Mandeville, Jamaica, CCTN has registered branches, members and partners throughout the Caribbean and in the USA, Canada, Europe and South Africa. It also constitutes the
Caribbean Chapter of the International Institute for Peace through Tourism (IIPT) and coordinates the IIPT International Community Tourism Network in over 70 countries.
CCTN has established a set of specialized but mutually supportive non-profit and for-profit subsidiary organizations to aid communities wishing to engage in community tourism.
- The Villages As Businesses (VAB)Programme in Jamaica and other countries in the Caribbean and elsewhere advances and expands the impact of Community Tourism in its member communities and regions. VAB members receive an initial community-wide sensitization to the opportunities offered by community tourism. During the ensuing five-day intensive Community Tourism Hospitality and Entrepreneurship course, participants are helped to identify natural, heritage, cultural and human resources of potential interest to visitors and to design and test varied community experience tours.
- Graduates of the five-day course become eligible for more specialized BTEC-certified training in entrepreneurship, hospitality, community tourism, community host-guiding, and a range of related skills through CCTN’s Academy for Community Tourism (ACT).
- CCTN/VAB assists member communities with tour design and marketing materials, operates tours with local participation
- CCTN’s Countrystyle Homestayis licenced to market homestays in the Caribbean as a member of Homestay Technologies Ltd. (homestay.com).
- CCTN provides training and marketing support for crafts people as there is a demand for locally made village craft throughout the Caribbean including from cruise ships.
- CCTN is establishing the Community Tourism Fund (COMFUND) ,with the support and leadership of the Caribbean diaspora to be financed by tour contributions and by grants and donations, as a facility for offering low-cost loans and grants to
individuals and organizations engaging in projects supporting sustainable community development.
How do Communities Benefit from CCTN/VAB Membership?
Orange Bay, Hanover, on Jamaica’s west coast, is an example of how a community benefits from its share of tour revenues, which multiply through the community, the personal growth of those involved in guiding the tours and the support and stimulus to investment received from visitors who become engaged
in local life, institutions and businesses.
Through this experience, residents gain skills and pride and learn to manage their community or village as a business. They understand the importance of responsible collaboration and seize opportunities to start or expand enterprises that may or may not be directly related to tourism. The tangible benefits of new income sources generate community pride and provide an incentive for caring for the environment and cultural heritage, for participating in governance and for acquiring education and training more effectively than many more abstract interventions.
Rena Lawrence of Beeston Spring, Westmoreland is an example of how an individual’s life can be changed through community tourism. She reports an approximate 100 per cent increase in her earnings after tours began in the community. A former cosmetologist, Lawrence, has no regrets in closing her hair
shop and opening up her home and bar to visitors. “[The project] really works. I want to expand so I can accept more visitors.” She says Beeston Spring has experienced a dramatic change in the well-being and attitudes of residents due to the programme (http://www.jamaicaobserver.com/business/Community-
tourism-takes-off_11428473) 2012/05/09).
What are CCTN’s Next Objectives?
CCTN continues to scale up its operations and impact in Jamaica, the Caribbean region and elsewhere through the further development of the Villages as Businesses programme
– its training, tour design, marketing and other consulting services,
– the establishment of locally-managed Community Tourism Centres and Museums, and
– support for partner communities, tour companies and other businesses.
CCTN Management Team: Diana McIntyre-Pike OD – President, CCTN and VAB
Alison Kenning Massa – Vice President, Policy and Administration
Valerie Dixon – Vice-President and Co-ordinator, Culture, Heritage and Events
Maxine Donovan – Vice-President and Co-ordinator, Creative Industries
Bert Jackson – Vice-President Community Affairs
Barrington Burke-Green – Vice-President, Business Development/Investments
Fiona Wright – Vice-President, Marketing
Donovan Longmore – Vice-President, Public Relations and Media affairs
Britanie Hanson- Community Tourism Youth Director
Gillian Rowlands, Vice-President, Careers Development and IIPT
Charles Lindo, Caribbean Region Director of Community Tourism
Rudi Page, Global Diaspora Director
Philip Bedward, Director of Christian Tourism
Paul Baveghems – Financial Management
Junior Blake – Community Representative
Henzel Clarke – CCTN President,– Denmark/Europe
William Lawrence – Co-ordinator, Eastern Caribbean Community Experience
Rosey Palmer – Coordinator, CCTN Western Jamaica
Jem Winston – Co-ordinator, E. Caribbean Homestay
CCTN Patrons:
Louis D’Amore, Founder/President, International Institute for Peace through Tourism
John O. Minott, Chairman, Jamaica Standard Products Mandeville Manchester Jamaica
Ambassador Aloun Assamba
Spanish Court Hotel, Kingston
Mandeville Hotel, Mandeville
Michael Esposito International Patron
Goblin Hill Villas at San San, Port Antonio
CCTN Advisory Team:
Louis D’Amore – International Institute for Peace through Tourism
Theo Chambers – Web Management/Marketing;
Sharon Parris-Chambers – Public Relations;
Arlene McKenzie – Tourism Product Development/Creative Industries
Jacqueline daCosta – Community Development;
Carolyn Hayle – Community Tourism / Hospitality Training;
Melissa Preddie – Youth Entrepreneurship;
Lanisia Rhoden – Young Women of Purpose and Young Men of Purpose (YWOP/YMOP)
Orville Smith – Jamaican Diaspora Network Coordinator;
Christol Wilson – Marketing;
Elizabeth Ross – Environment;
Michael Esposito – International Marketing
Other CCTN Consultants/Trainers:
Apec Consultants – Architects/Engineers
Winnie Anderson-Brown – Health & Wellness
David Brown – Sustainable Tourism
Nolma Coley-Agard – Dramatic Arts
Arlene McKenzie- Product Development/Creative Industries
Alvin Dixon – Construction
Elizabeth Terry- Professional Development
Professor Ian Boxill UWI Jamaica
Horace Donovan – Art.Graphic Design
Lorraine Fung – Hospitality/Catering Services
Seymour Heron — Spiritual Life/Counselling
Shona Heron – Hospitality/Business
David Logan – Financial/Business Development
Alison McIntyre-Lim Sang – Interior Architecture/Graphic Design.
Diane Robertson – Natural Health
Dorienne Rowan-Campbell – Organic Agriculture
Hugh Shim – Hospitality and Tourism
Andrew Skadberg – Holistic Tourism Development
Lola Wright – Creative Industries
CCTN’s Strategic Partners
Travel and Tourism Partners
– International Institute for Peace through Tourism (IIPT) — Dr. Louis D’Amore
– Skal International
– International Coalition of Tourism Partners (ICTP) — Dr. Geoffrey Lipman
– Sustainable Travel International
– Global Diaspora Engagement for Community Tourism
– Asterix Tourism — Roy Page
– Exquisite Jamaica Transfers and Tours
– Max Tours
– Kiuki Tours
– TUI Group
– Caribbean Nexus Tours
– My Jamaica Travels
– Sandals Foundation
– Mandeville Hotel
– Goblin Hill Villas
– Spanish Court Hotel
Training and Academic Partners
– Etalon Global Solutions (EGS) — Dr. Carolyn Hayle
– Hamilton-Knight Associates — Gillian Rowlands
– Morris Entrepreneurship Centre, Northern Caribbean University
– HEART Trust/N TA
Agricultural and Conservation Partners
– Jamaica Organic Agriculture Movement (JOAM) — Dorienne Rowan-Campbell
– Network of Women for Food Security (NOW) — Valerie Dixon
– Farm-up Jamaica, Blue Paradise Farms — Faheemah Luqman
Diaspora and International Partners
- Making Connections Work UK – Rudi Page
– National Association of Jamaican and Supportive Organizations (NAJASO)
– Jamaica/Atlanta Association
– Caribbean Diaspora Delivery Systems
– Jamaica South Africa Friendship Association (JASAFA)
– Golfing for Peace — Franz and Amanda Rolinck
– Africa Community Tourism Network
NGO Partners
– Caribbean Centre of Excellence for Sustainable Livelihoods — Dr. Marcia Brandon
– New Challenges Foundation — Francine Harrigan
– St. Elizabeth Homecoming Foundation
– National Best Communities Foundation (NBCF) — Jacqueline daCosta
– Manchester Wellness Foundation (MANWELL)
- Manchester Peace Coalition (MPCo) Dr. Clifton Reid
Marketing Partners
– Let’s Do It In The Caribbean — Theo Chambers/Sharon Parris-Chambers
– Homestay Technologies Limited — Eric Stout
– Jamaica No Problem
Financial Partner
– Jamaica Money Market Brokers Investment Bank
Jamaica Civic and Government Partners
– Manchester Chamber of Commerce (MCOC)
– Manchester Parish Development Committee (MPDC)
– Social Development Commission (SDC)
– Jamaica Business Development Centre (JBDC)
– Jamaica Tourist Board (JTB)
On the need for Community Tourism: ”You can argue what you like for trickle down [from conventional tourism], but I don’t believe you. … It is easy for the money to bypass the community and stay in the hands of transnational companies.” Harold Goodwin, Director, International Center for Responsible Tourism, University of Greenwich, and a founder of the Pro-Poverty Tourism movement.
“The brand of Community Tourism that is being actively pursued in the last several years, namely activities with the thoughtfulness and precision of purpose of the Countrystyle Community Tourism Network, has taken the possibilities of direct community and ‘township’ participation to the next but natural level critical to making the public as a whole understand and buy in to Tourism’s enormous value chain.” Adam Stewart, CEO, Sandals Resorts International.
“The International Institute for Peace through Tourism (IIPT) congratulates IIPT Caribbean Chapter President, Diana McIntyre Pike on her many achievements and honors received for her pioneering efforts of more than 30 years in promoting Community Tourism in Jamaica, the Caribbean and globally. Her success in promoting “Villages as Businesses” has gained international attention as have her ‘Villages as Businesses’ training courses and most recently the accredited ACADEMY FOR COMMUNITY TOURISM together with her leadership in promoting IIPT/Skal International Towns and Villages of Peace as an integral part of Community Tourism.” Louis D’Amore, IIPT Founder and President.
After being introduced to Diana McIntyre-Pike back in 2013 by the Travel Foundation, we discussed the feasibility of setting up the Real Jamaica excursion for TUI customers. CCTN/VAB worked with the community for some time raising their awareness of how they could benefit from the tour. This included extensive training on guiding techniques, what relevant content to include, and which places to visit on the tour. We began selling the Tour in February/March 2014 and it has proved to be a big success, operating ever since on a weekly basis. The quality of the tour is to a high standard and the customer feedback has proved to be excellent.” TUI Group.