Strategic opportunities from diaspora tourism: The Jamaican perspective

This article is based on a broader multi-country, multi-participant case study research of the Jamaica/London migration stream and explores the range of immediate to long-term benefits associated with return visits to Jamaica by Jamaican nationals living in London. These short return visits to one's homeland or place of origin, birth or heritage is referred to as diaspora tourism and is an important element in the migration-tourism nexus. With the recent declines in international tourism, diaspora tourism has come into the spotlight as a viable alternative for foreign exchange, trade and investment opportunities. Through in depth interviews with key stakeholders, the study examines the nature of the movement as well as the motivations for Jamaican diaspora short visits to Jamaica from London, one of the major global cities that Jamaicans have historically migrated to. The study also examines the socio-economic and political impacts of this movement and further explores strategic opportunities for trade and investment and the implications for future tourism policy planning and national development in Jamaica.