Jacmel, Haïti 2017 Tourism Plan

Eunice Hsu

Advisor: Dr. Lori Pennington-Gray

University of Florida – Fall 2017

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INTRODUCTION

With French influences throughout the entire country, Jacmel is a city nestled in South

Haïti founded in 1698 that sits on the edge of waters of the Caribbean Sea. It is one of Haïti’s

oldest cities. Roughly 137,966 residents call this beautiful city their home. With a population of

nearly 138,000, it is the 7th most populated city in Haïti, with Port-au-Prince at number one. It

resides in the Sud-Est department of Haïti, where Jacmel is the capital. In 1925, Jacmel became

the first city in the Caribbean to have electricity, getting its nickname “City of Light” (“Jacmel

History”, n.d.).

In Haïti, there are two international airports: Hugo Chávez International Airport in

CapHaïtien and Toussaint Louverture International Airport in Port-au-Prince (Baker, n.d.).

There is an airport in Jacmel as well; however, it is only domestic. The nearest international

airport to Jacmel would be Toussaint Louverture International Airport, which is approximately

92 kilometers (57 miles). It can take up to two to three hours, or more depending on current road

conditions, of travel time via a taxi or bus due to the poor infrastructure and dangerous roads and

routes it takes to arrive in Jacmel. The roads are not up to international standards since it is

mostly not paved, thus, it is highly not recommended that tourists rent or drive their own

vehicles.

Creole is the main language spoken in Haïti, in fact they are the largest Creole-speaking

community in the world (Nadeau & Barlow, 2008), however, tourists will still be able to find

some English speaking locals and guides at hotels and art studios if they need assistance

maneuvering around the city. Since tourists have become a major revenue generating source,

many locals, especially street vendors, have learned English in order to communicate with them

during transactions. This has become a valuable language and skill to have as a business owner

in Jacmel and all throughout Haïti. Those who speak this second language or any other language

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will often have an advantage over those who do not, due to the diversity of tourists who travel

there.

Jacmel is often referred to as the central hub of arts in Haïti, as they are notorious for the

papier-mâché crafts and Carnival masks and body suits. The City of Jacmel is the heart of art

and culture. Local artisans gather together at their art studios and religiously paint, mold, and

craft together pieces that represent the culture of Haïti. Tourists purchasing any of these items

will be supporting the artists themselves and the local economy (Allonsy, n.d.). Since Jacmel’s

economy depends heavily on tourists, it is tremendously helpful when tourists endorse and

promote their arts.

PURPOSE OF THIS STUDY

The purpose of this study was to examine the state of the tourism industry in Jacmel and

through participant observation make recommendations on how to create a tourism zone in

Jacmel. Three objectives guided this study:

1. Summarize the state of the tourism industry in Jacmel

2. Outline key performance indictors to make the city “tourism ready”

3. Make recommendations on how to create a tourism zone in Jacmel, Haïti

LITERATURE REVIEW

Creating a Tourism Zone

A tourism zone “is an area consisting of tourism sites that are closely linked in terms of

nature, history, and culture or otherwise. It is designed to enable longer-stay travel of more than

2 nights and 3 days through cooperation among its tourism sites, with the larger goal of

enhancing the attractiveness of these sites” (Japan Tourism Agency, 2016). Similar to a business

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enterprise zone, tourism zones allow businesses to take advantage of the state and local tax

credits and deductions that aren’t typically available to businesses (“Tourism Zone Ordinance”,

n.d.). According to Virginia Tourism Corporation, “Tourism Zones are passed by local

ordinance and contain both requirements and benefits for existing and new tourism businesses,

including lodging, dining, retail, meeting and sports facilities, outdoor recreation areas, theme

parks and event venues” (“Tourism Zone Ordinance”, n.d.).

There are various tourism zones that can be created to target different reasons and

goals. One division that can be designed specifically for Jacmel would be a Cultural Heritage

Tourism Zone. A Cultural Heritage Tourism Zone is “an area that will allow the tourist to

experience the places, artifacts and activities that authentically represent the stories of the people

living in the area, past or present” (“Tourism Enterprise Zone”, 2011). This specific zone would

highlight the overall culture and art of the Jacmel town and people, ultimately promoting artists

and their unique work.

Another suggestion is an Eco-Tourism Zone. The Philippines Department of Tourism

identified what qualifies an Eco-Tourism Zone in the following script:

An Eco-Tourism Zone(s) are areas that will allow visitors to experience a form of

sustainable tourism within a given natural and/or cultural area where community

participation, conservation and management of biodiversity, respect for culture and

indigenous knowledge systems and practices, environmental education and ethics as well

as economic benefits are fostered and pursued for the enrichment of host communities

and satisfaction of visitors (“Tourism Enterprise Zone”, 2011).

This would be ideal to implement as it will enforce a new lifestyle upon the Haitians in Jacmel

in order to maintain cleanliness around the island and preserve the natural beauties that Jacmel

has to offer. This will stimulate Jacmel to adopt the new lifestyle in order to keep and grow its

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attraction to tourists. In return, they will have an unpolluted and litter free city, which will

directly benefit its environment, economy, and people.

Key Performance Indicators to be “Tourism Ready”

Because tourism is an essential resource to a country and exceptionally beneficial

socially and economically, especially in rural and developing areas, it is critical to understand

and know how to properly host a tourist and be “tourism ready” so 1) they return in the future,

and 2) they refer and recommend others to visit as well.

The first step towards recovering Jacmel from its past damage is to restore all its unique

elements that it had to offer such as the old town with forts, Jacmel Carnival, and its artistic

culture that roamed each street and alley, fundamentally a Jacmel renaissance. The main goal of

this rebirth is to create a strong cultural and tourism center in the heart of Jacmel. If Jacmel were

to bring back the life of the strong art culture it once had, it must be assured that it will be

sustained long-term by passing on the values and skills from one generation to the next and so

on (Hadjadj and Sancerni, 2010). Art is such a large contributing factor to Jacmel’s identity, that

the environment and natural resources will also need to be included in the regeneration of the

city for not only the appeal but to incite inspiration among the artists.

Moreover, according to Ontario Ministry of Tourism, there are a few checklists to meet

before claiming to be “tourism” market ready. In total there are twelve sections, but only a few

specifically target the destination being market ready. One of the first checklists is determining

whether the destination has a marketing profile prepared. Within the marketing profile, it

consists of a marketing plan that identifies its target markets, customer and public relations,

competitive advantages, and strategies to reach the target markets. Another question for the

destination to ask oneself is if it has promotional materials ready to be distributed. These include

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brochures, newsletters, traditional advertising, and other media. If the destination does not have

this first checklist checked off, then it is not “tourism” ready, regardless if it has everything else

complete.

The next checklist is a health and safety profile. In this specific profile, it discusses

proactive planning for destinations and meeting the current health and safety measures. Some

key questions include:

• Is the destination kept clean daily?

• Is there liability insurance coverage?

• Is the destination prepared for accidents and/or preventing tragedies?

• Are there emergency procedures/protocols in place for situations like robberies,

fire, floods, bomb threats, accidents, and terrorists?

Because there are a lot of dangers that come with traveling, especially traveling internationally,

destinations must ensure that they have a protocol for every situation that may occur, big or

small. This comforts tourists that they are traveling to a safe place that is prepared for the

unknown.

Furthermore, transportation and accessibility is another significant profile. It is important

to any business (destination) that it is easily found and accessible to its customers (tourists). If

they can’t reach the destination, how will the destination be able to thrive and grow?

Destinations depend on tourists exclusively. They are the ones who feed the economy and

essentially the people. Therefore, the destination must be able to be accessed via air and road.

There should be maps or street signs that direct tourists and visitors towards the right direction.

If it is applicable, routes via water, rail, and public transit is another option to consider. Public

transportation would be beneficial as many tourists typically do not have their own car,

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especially if they are traveling internationally. Before becoming “tourism” ready, the destination

must meet all requirements from all the checklists above to facilitate hosting a tourist.

Creating a public transit system in Haïti and Jacmel will not only benefit the tourists by

helping them maneuver around the city on a safe and reliable vehicle but it benefits everyone as

well. Michael Manville and Benjamin Cummins conducted a study on why voters in the United

States support public transportation, some reasons included that it reduces congestion and as a

result, it cleans the environment (Manville and Cummins, 2015). If public transportation was

available, less consumers would drive their vehicles because it will be a cheaper alternative,

therefore, reducing the traffic on streets and evidently reducing the carbon emissions. It also

revitalizes cities, creates new job opportunities, and helps the poor since it provides mobility for

those who cannot afford vehicles and gas (Manville and Cummins, 2015).

Visitor centers, a.k.a. information centers, are the “middle man” between tourists and the

destination, local businesses, and attractions. The visitor center plays a vital role to all parties.

They are a reliable main source of updated information and delivering that information to

visitors. They should be stocked up with new materials and knowledge that provide current,

accurate, and trustworthy information (Gill, 2014). According to Solimar International, a visitor

center must have the following:

• An on-site employee either fluent in the tourist’s language or English

• A master guide to the destination

• A local city guide

• Maps and directions

• Practical information, such as public toilets, public/private transport information,

location of ATMs/banks/currency exchange available on hand, and

• Up to date local products/supplier information

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The visitor center also plays a key role in generating revenue. It generates revenue by

selling local arts and crafts, upselling tours and tickets, currency exchanges, and other services

that it may provide. This is a one stop shop for tourists, as they can get everything they need and

done for their trip within the center. While tourists are visiting the center, the center can market

the destination’s attractions and businesses, conduct surveys and data collection on the tourist’s

length of stay, places they plan on visiting, and trip expenditure, and engage with locals (Gill,

2014). With local engagement, the visitor center “builds an understanding with locals on the

concept of tourism and how it benefits the community.”(Gill, 2014) The visitor center serves as

a bridge. It takes information from the destination and the tourists and relays it back and forth. If

it [center] does not provide feedback and suggestions from the tourist back to the businesses and

destination, it has failed as a visitor center.

METHODS

Case Study Methodology

The principal behind a case study is to “capture the complexity of a single case”

(Johansson, 2003). It is used to derive an in-depth understanding of the case(s) in its real-world

context. It often discovers new information and/or adds to what is currently known. There are

various notions and ideas of what a case study truly is, but what most researchers can agree upon

is that a case study is a complex functioning unit, it is investigated in its natural context with a

multitude of methods, and it is contemporary (Johansson, 2003). The case study has a “case”

which is the main objective of the “study”. Case studies are typically done by gathering data

from a variety of resources and methods, which include but are not limited to observations,

interviews, and group studies (McLeod, 2008). Once the data is collected, it is evaluated,

analyzed, and transcribed into a full report on the case, creating the case study.

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A case study was conducted on Haïti’s geographical location and its vulnerability to

earthquakes. The following case study is based primarily on statistical facts and data gathered

from real life events and other reports. This specific study compared two countries susceptible to

earthquakes and the contrasting effects, one country more economically developed (MEDC) and

the other less economically developed (LEDC). The first location compared was Kobe, Japan.

On January 17, 1995, Kobe experienced an earthquake measuring a 7.2 magnitude. Almost 6,500

were killed and 40,00 were injured (Muskett, 2014). 300,000 were left homeless and millions

were without water or electricity. The economy overall suffered $220 billion in damages.

However, Kobe, Japan recovered quickly. New buildings were being rebuilt further apart to

deflect the domino effect and with steel frames, roads were back to normal in July, and railways

were 80% operational just a month after the earthquake hit.

In contrast, the 2010 earthquake of Haïti, which had a magnitude of 7.0, resulted in

230,000 dead and 180,000 homes destroyed (Muskett, 2014). Secondary effects caused 1.5

million to be homeless, utility services disrupted, and over 5,000 schools destroyed (Muskett,

2014). Those that were left homeless were divided into 1100 camps that had very limited access

to water and sanitation. These temporary shelters were homes to the homeless for more than a

year. Because of these poor conditions, diseases like cholera developed and claimed several

hundred lives on top of the hundred thousand taken from the earthquake alone. Although they

did receive help from abroad in the forms of food, water, medical supplies, and money, Haïti

suffered much more than Kobe and still has yet to recover from the earthquake aftermath.

The key questions being asked in this case study include:

• Why did so many more people die in Haïti? and

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• Why did it take longer for them to recover?

To answer these questions, one must reflect on the fact that Haïti is a LEDC, therefore, the

country already had limited services and healthcare before the earthquake hit. They had a lower

quality of life to begin with and there were no building regulations like those in Kobe, Japan

(Muskett, 2014). Their buildings were built poorly with poor craftsmanship and low quality

materials. This resulted in the many collapses of buildings in Haïti. Moreover, the Japanese

responded much quicker to the natural disaster in terms of recovery as they already had

emergency plans and services on hand. Japan was well equipped with rescue supplies and had

help from outside the city to help. On the other hand, Haïti was solely reliant on help from

abroad. It took Kobe just a few months and weeks to fully recover and return to normal

operations, while Haïti was devastated for a whole year afterwards and still facing the effects

today (Muskett, 2014). It is a challenge for any LEDC to develop and progress, but once a

natural disaster, such as the earthquake of 2010, strikes the country, it delays all efforts and even

pushes the country backwards from the minimal progress they originally had (Muskett, 2014).

Participant Observation

Participant observation is the process of studying individuals in their natural settings and

environments (DeWalt & DeWalt, 2002). Other researchers add that it is the “process of learning

through exposure to or involvement in the day-to-day or routine activities of participants in the

researcher setting" (Schensul, Schensul, and LeCompte, 1999). Although there is no “correct”

way of conducting participant observation, the most effective method is using informants as

collaborators (Whyte, 1979). It involves the researcher immersing oneself in the environment of

the subject he or she is observing over an extended period of time and getting involved with the

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activities and culture. The purpose of participant observation for this specific study is to observe

and evaluate the lifestyle of Jacmel residents and their current well-being.

The participant observation for this study began with interviewing local tour guides and

artists in Jacmel. As of May 2017, it was evident that Jacmel and Haïti were still in poverty and

living in extreme conditions. Seven years after the earthquake, the country has not yet been able

to fully recover from the detrimental damages. When talking with a few locals and artists in

Jacmel, it seems that their current situations have not improved much and are hoping that current

organizations (e.g. Sister Cities) working with the city will be able to bring in help and cultivate

strategies to further support their economy. The main issue that they are encountering is that they

don’t receive enough publicity.

Sitting in on mini press conferences at the Sant D'A Jakmel Art center circled by ten to

fifteen artists revealed that many of them are aggravated by the lack of public attention they

receive from international tourists, when certain programs’ main purpose was to be a catalyst

that draws in tourists specifically to Jacmel and the art center. This press conference lasted about

30 minutes but within that short time frame, they voiced their concerns loudly and powerfully,

some more so than others. The artists got their message across and made their sense of urgency

known. Not many tourists know of Jacmel or even the Jacmel art culture. These artists depend

solely on their artwork, as this is how they make a living; therefore, it is critical for Jacmel and

its artists to properly promote themselves and their city.

Moreover, immersing oneself in cultural dances at the local art center exposed the

passion and love the Jacmel natives had for their culture and city. Various acts were shown the

night of the dance and it was directly hosted for the visiting tourists from Gainesville, Florida.

They taught a history lesson on Jacmel through their arts and dance. There was fervor amidst

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every detail they incorporated in their work. Even in such impoverished environments, the

Jacmel community came together to commemorate their treasured city. They showed that

regardless of their current situation, they continue to persevere and strive to make changes.

FINDINGS

Objective 1: State of the Industry of Jacmel, Haïti

Current Issues

Jacmel’s current concerns are issues that were created many years ago from the natural

disasters that devastated Haïti. These are issues that never got resolved due to the lack of

resources, support, and financial funding. Jacmel’s main issues reside within its environment,

government, economy, as well as its infrastructure. Haïti is currently in the state of rebuilding

their country as a whole, but it is much more complicated restoring a third world country from

natural disasters versus a first world country, such as the United States.

According to a study conducted by the Inter-American Development Bank, the Haïti

earthquake of 2010 created between $7.8 billion to $8.5 billion in damage and the country’s

gross domestic product decreased to 5.1%. The quake damaged the main airport in Port au

Prince, most of the ports and almost all the paved roads. It also damaged 294,383 homes,

destroying 106,000 of them (Cavallo, Powell and Becerra, 2010). Up until 2010, Haïti

experienced the largest and most costly natural disaster in the entire world (See Appendix A).

Prior to the earthquake striking, Haïti was on the rise of rebuilding its economy. President Bush

had just signed the Haitian Hemispheric Opportunity through Partnership Encouragement Act

back in 2006, which would have boosted Haïti’s apparel industry by allowing duty-free exports

into the United States (Amadeo, 2017). 7 years later, Haïti still has much to rebuild and

redevelop their country. According to United Nations, 55,000 Haitians are still misplaced

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without homes and 2.5 million Haitians still need humanitarian aid. This would cost roughly

$270 million (“Global Humanitarian Overview”, 2017). It also did not help that another natural

disaster, Hurricane Matthew, impacted the country again back in 2016, which delayed their

rebuilding efforts. Hurricane Matthew caused food to be scarce and cholera to spread again

(“Global Humanitarian Overview”, 2017).

As for their economy, it is the poorest country in the western hemisphere and one of the

top poorest in the entire world. A country’s economy is typically determined by their Gross

Domestic Product (GDP). The GDP is the total value of all the goods and services produced in a

country. The United States stands strong at the top, with the highest GDP among the world at

$19.4 billion (See Appendix). Haïti only has a GDP of $7.9 billion (“Predicted GDP”, 2017).

Behind Chad and Zambia, Haïti is one of the top ten hungriest countries in the world

(Luxton, 2016). With a hunger index of 23.0, it is the only country in the Caribbean islands and

only country in the western hemisphere in the “alarming” zone (See Appendix B). Haïti is also

in an area that is relatively vulnerable to climate change, meaning food supplies are greatly

affected when temperatures fluctuate. Although Haïti is not as vulnerable to Africa and

Southeast Asia, they are more susceptible than the United States (See Appendix C).

Besides being one of the poorest and hungriest countries in the world, Haïti is also home

to many diseases. This includes cholera, Hepatitis A, and malaria. Mosquitoes and food-borne

illnesses are specifically a concern for tourists, as doctors recommend a handful of vaccines and

pills to travelers before visiting to combat any diseases that may affect the traveler. Tourists will

have to watch what they eat and drink and be cautious as to where they purchases food, since

they are limited on options. Not every restaurant or street vendor in Jacmel offers safe and clean

options. This can deter those traveling with kids or those that are elderly from visiting due to the

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fact that their immune systems are weaker and may not be able to fight off any contracted

diseases or viruses while in Haïti.

As far as infrastructure goes, there are no evident garbage disposal systems or central

sewage system on the island. Proper trash disposal just simply does not exist. As a result, trash is

thrown and scattered all over the streets, canals, sidewalks, oceans and beaches, and more (See

Image #1). Not only does this lack of proper trash disposal spawn environmental, aesthetic, and

health issues (e.g. decomposing materials emitting methane, toxins from burning trash, and

contaminated water), it also affects potential economic growth as it dissuades tourists from

visiting and foreign investment(s) (Byrd, 2015).

Furthermore, as discussed previously, the entire country of Haïti does not have public

transportation. They simply have private cars and vans that are driven by their private owners,

who then occasionally take passengers, including foreigners, for a fee. This is deemed as unsafe

and arguably unreliable as these drivers have never been certified or licensed to be a personal

chauffeur for guests, no background checks have been completed for them, most of these

Image #1: Littered Streets and Beaches

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vehicles provide no seatbelt, and passengers are often crammed into the vehicle, beyond its legal

capacity. Most of the time, travelers who come to Haïti do not speak the native language, Creole,

therefore these tourists are embarking on a journey with ultimately a complete stranger with no

or very limited knowledge of the local area and no or limited opportunity to communicate.

Key Assets in Jacmel, Haïti

Although Jacmel is not the capital of Haïti, such as Port-au-Prince, it is still centralized

around major tourism spots. Therefore creating a tourism zone on the South end of the country

within Jacmel or near its district would not only be advantageous to the economy but attract

more tourists to the area.

One of the main tourist attractions in Haïti is Bassin Bleu (See Image #2). Bassin Bleu is

a hidden gem within Jacmel’s mountains. It is an all-natural waterfall that flows into three

different pools of water. In order to get

there, it is a short 25 minute drive from

downtown Jacmel and a 25-30 minute

hike through the mountains (Saintis,

2016). Since the locals are strict on

preserving its natural beauty and limit the

number of visitors a day, it is advised that

the tourist plans ahead and call a local

resort to check if there is availability on a

specific day and if a local guide can accommodate the tourist(s) or group since it is relatively

difficult to find Bassin Bleu by oneself without help or assistance from natives.

Image #2: Bassin Bleu Natural Waterfall

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Considering that Jacmel is famous for its art culture, another prime destination spot is

visiting its art center located near the beach. Jacmel Art Center (Sant D'A Jakmel) showcases

various artists and their original pieces in their two-

story building. Their mission is to empower the

people of Haiti through art and culture. Sant D'A

Jakmel and the artists aspire to stimulate economic

development through cultural initiatives which

consist of art, dance, and other cultural events.

Downstairs, they display paintings by the local

artists and papier-mâché crafts in the room next door.

Upstairs, they exhibit their larger pieces of art, such

as Carnival papier-mâché masks (See Image #3).

If tourists want to fully immerse oneself in the culture and religion of Jacmel, Haïti, there

are Vodou (a.k.a. Voodoo) temples that one can visit and potentially experience the Voodoo

ceremony. Voodoo in Haïti is not what the typical tourist imagines it to be. It’s not about

VooDoo dolls and curses like how it is portrayed in movies and other media. In Jacmel, Haïti,

Voodoo is a religion where the godly spirits assume one’s body and give them a sense of

renewal and revival. According to Britannica, “The primary goal and activity of Vodou is to

sevi lwa (“serve the spirits”)—to offer prayers and perform various devotional rites directed at

God and particular spirits in return for health, protection, and favour” (McAlister, 2017).

During these ceremonies, it is common that the entranced devotee enters a “trancelike state”,

where they begin to sing, dance, eat, and exhibit signs of incarnating presence of the Iwa

Image #3: Jacmel Carnival Mask

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(McAlister, 2017). They manifest a spiritual take over that restores and refines balance and

energy within oneself.

Jacmel is located on an island surrounded by water, therefore its beaches and sandy

shores would be considered as another main tourism site, just like any other Caribbean

destination. Ti Mouillage and Raymond les Bains are Jacmel’s two main beaches. It is free

entrance, unlike some other beaches in Jacmel, and there are private areas available that is

enclosed off from the public. Both are a short 15-20 minute drive from Jacmel, which can be

reached via motorcycle taxis, vans, and/or tap-tap buses. Tap-tap buses are original to Haïti.

They are typically pickup trucks customized with a covering and two wooden planks, one on

each side, to sit the passengers. Near the back window, is a wire looped around the metal frame

of the tap tap covering. With this wire, the passenger would “tap” (hence the tap-tap name) the

glass window of the rear to inform the driver that they want to stop and get off the tap-tap bus at

their destination.

Currently, the only cruise port in Haïti is Labadee. Many cruises enter and exit this one

port every day. Labadee is located on the northern tip of Haïti on a Peninsula, ultimately on the

complete polar opposite side of Jacmel. In the year of 2016, cruises were responsible for over

24.2 million passengers globally, and a forecast of 25.3 million in 2017 (“Cruise Industry

Overview”, 2017). The Caribbean region itself has a share of 33.7%, the largest share in the

market (“Cruise Industry Overview”, 2017). According to the Florida-Caribbean Cruise

Association (FCCA), “the cruise industry is the fastest-growing category in the leisure travel

market” and it has a total of $117 billion economic impact (“Cruise Industry Overview”, 2017).

Since cruises are such an influential sector of the tourism industry and is continuously growing

at a rapid rate, it would be ingenious to build another port near the shore of Jacmel. The main

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disadvantage is that cruise lines, such as Royal Caribbean, are capitalizing on the revenue from

Labadee by building communities on the private land. If and when creating a cruise port in

Jacmel, the goal would be to steer away from capitalization from large corporate cruise

companies. Other ports such as San Juan and Lisbon are able to “boast their own cultural

amenities and commercial services but also grant access to the region at large” (Jaffe, 2013).

Each cruise ship brings about 3,000 passengers on average and more than 6,000 for the

largest ships if all berths are occupied (Chanev, 2017). This would be 3,000-6,000 more tourists

coming into the village of Jacmel and supporting the local artisans and economy daily and

weekly. Jacmel offers all the hidden gems and attractions needed for a Caribbean destination;

therefore, it should attract more than enough tourists to select this destination as one of their

stops on their cruise. However, with this much foot traffic a day, the environment of Jacmel may

not be able to sustain the high volumes of tourists. Jean-Paul Rodrigue, a scholar at Hofstra

University emphasized, “With environmental impacts, and some form of saturation, the place as

time moves on becomes somewhat artificial...it loses its identity” (Jaffe, 2013). But nonetheless,

the revenue and attention gained from cruise ships and public and private investments can be

used to enhance and maintain the city, something that Jacmel can benefit from and needs.

Because Jacmel, Haïti has such a distinctive culture and unique civilization, tourists will

appreciate all the little things. Whether it is the spicy creole cuisine, the arts, and even the

genuineness of the locals, Jacmel has a lot to offer. It is different from the typical vacation that

one would experience, making it an extraordinary experience. Although it is a third-world

country, it has its own beauty and architecture that many will appreciate.

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Objective 2: Outline Key Performance Indictors to Make the City “Tourism Ready”

Tourism Ready: Hosting a Tourist

In order to host a tourist in Jacmel, there are several protocols that should be

implemented to ensure safety and health of the tourist. Prior to traveling and visiting any country,

the Centers for Disease Control and Prevention (CDC) highly recommends and suggests the

tourist(s) to take precautions by staying up to date with routine vaccines (e.g. varicella

(chickenpox) vaccine, measles-mumps-rubella (MMR) vaccine, diphtheria-tetanus-pertussis

vaccine, polio vaccine, and yearly flu shot) (“Traveler’s Health”, 2017). Other vaccines and

medicines that are specific to Haïti are Hepatitis A, Malaria, and Typhoid. Hepatitis A and

Typhoid can be contracted through contaminated food or water anywhere in Haïti. There has

been a lack of sanitation and filtration in the systems ever since the earthquake of 2010, which

ruptured all the pipelines underground (Knox, 2012). As a result, cholera has also grown to

become another threat to not only the local Haitians but also the potential tourists. As of 2015,

the cholera epidemic has been responsible for more than 8,700 deaths (“5 Things You Need to

Know”, 2015). The average number of cases has gone down but it spikes up every time Haïti

experiences heavy rain (e.g. tropical storms, hurricanes).

Since the water is not potable, main areas/destinations for tourists, hotels, and restaurants

should and must provide drinkable water for not only drinking but also brushing teeth. Drinking

or brushing teeth with contaminated water can lead to cholera, Hepatitis A, and/or Typhoid

disease. Symptoms can include high fever, headache, fatigue, nausea, dehydration, belly pain,

either constipation or diarrhea, and potentially death (Edwards, 2017).

The most recent health concern in Haïti is the Zika virus. Zika specifically affects those

women that are pregnant. Getting affected by this virus can cause serious birth defects. An

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advisory was posted, discouraging pregnant women to not travel to Haïti or any other Zika

infested regions, as there are no vaccine(s) or cure currently for this virus. It is transmitted by

mosquitoes but can also be transmitted sexually by someone who has already been affected by

the virus. The one and only method to protect oneself from the Zika virus is to cover up and use

bug spray; this means wearing long-sleeved shirts and pants no matter how warm it is (Sifferlin,

2016). The only way to prevent contracting Zika is to prevent mosquito bites and using

protection during sexual encounters in affected foreign countries.

Some hotels and resorts have already taken precautions to prevent the Zika disease

from spreading and mosquitoes by installing

nets over the bed frames, enclosing the guests

in on the bed. For example, Hotel Florita,

located in the historic center of Jacmel, has

each of their guest beds sheathed in by a thin

mosquito net that drapes over from above

(See Image #4). Hotel Florita also offers a

revolving stand fan for each individual bed to

provide additional comfort since there is no air conditioning in Jacmel.

Another factor to take into consideration would be reliable and safe transportation, to and

from the airport and all other times for excursions and activities. Providing dangerous forms of

transportation to the tourists can result in injuries or even worse, death. This could damage

Jacmel’s economy since it relies so heavily on tourism. It should be a number one priority that

the tourist’s safety is treated with high regards. This means providing dependable vehicles and

trustworthy drivers and guides.

Image #4: Mosquito Nets in Hotel Florita

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The U.S. Department of State recently released an alert admonishing “U.S. citizens to

carefully consider the risks of traveling to Haïti due to its current security environment and lack

of adequate medical facilities and response” (“Haïti Travel Warning”, 2017). In 2016, rates of

rape, kidnap, and murder rose, but there was no indication that it was targeting U.S. tourists

(“Haïti Travel Warning”, 2017). However, to prevent any misfortunes from happening, the

host/organization should meet their guest(s) at the airport or have pre-arranged airport to hotel

transfers. The tourist should also be cautious when at banks or the ATM’s, as this is where a lot

of robbery occurs. Crime is less frequently reported outside of Port-au-Prince, but U.S. Embassy

officials have limited access to certain parts of Haïti since they need approval from their

supervisor to travel out of Port-au-Prince; therefore, there is a slow response rate to emergency

calls.

Tourism Ready: Creating a Visitor Center

A visitor center is a building or location that provides tourists with essential and valuable

information about the destination, in this case, Jacmel. They typically provide maps of the

destination, tips, and a list of attractions to explore while in town. A visitor center for Jacmel

would be beneficial and profitable to the city as it can dig up all the hidden gems in and near the

city of Jacmel that a tourist would not typically find. By introducing more attraction spots to

tourists, it gives Jacmel’s vendors, business owners, and the government itself more

opportunities to engage with tourists and sell their goods and services to boost their economy.

The visitor center can begin organizing tours while creating new opportunities for locals

who are searching for jobs by doing so. It’s a win-win situation for both the tourists and the

locals. Incorporating its distinctive culture into these tours will appeal to the tourists since it is

something new to them and cannot be experienced elsewhere. Some ideas and concepts of the

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tours consist of walking tours through the historic Jacmel, guided tours to Bassin Bleu, Voodoo

dance and culture tours, and an ethnic food tour that allows the tourist to experience Jacmel’s

famous cuisines via their taste buds.

A typical meal in Jacmel comprises of rice and beans, fried plantains, Pikliz, which is a

“slaw-like pickle of green cabbage, carrots, sweet bell peppers and Scotch bonnet chiles,

seasoned with onion and garlic and submerged in vinegar” (Scrivani, 2015) and a protein of

some sort, whether it is chicken, fish, goat, or lambi, which is conch and not to be confused with

lamb (See Image #5). The food in Jacmel is

based upon a creole cuisine; therefore, its flavors

are unusually spicy and savory. It is something

that an ordinary American would not be

accustomed to and would definitely awaken

one’s taste buds. Fresh fruit and juice and bread

with smears are usually served as breakfast,

especially mangoes since the entire island of

Haïti flourishes with it.

If Jacmel were to create a visitor center, it should be in the heart of Jacmel. This would

be near the art district and the Marche de Fer, where everything is centralized and within a short

5-10 minute walking distance. This would be an optimal location as there is an agglomerate of

tourist hotels located in this area. Where there are tourists, there is a need for a visitor center. At

the visitor center, they should provide an ATM so tourists do not have to travel far into the

village to withdraw cash and face potential dangers of being robbed. Assigning an U.S. Embassy

representative to the visitor center for extra security purposes, especially since many foreigners

Image #5: Lambi Meal at Hotel Florita

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will be aggregated in this one area, is ideal and should be considered when building the visitor

center.

Tourism Ready: Transportation Issues

Following the multiple natural disasters that affected Haïti in 2010 and the years before,

many roads and bridges were destroyed. So many roads were terribly damaged that vehicles

were unable to navigate it, or those that did navigate it, ended up damaging their vehicles and

even themselves. There have been many efforts to repair and rebuild the damage that was left

behind but due to the lack of financial and political stability and limited access to asphalt needed

to repair roadways, it has been extremely difficult to rebuild Haïti as a whole. To this day, Haïti

still suffers the aftermath of the natural disasters. Roads remain unpaved with potholes along the

streets. The few roads that do exist, were built by the United States in 1915-1934 during the U.S.

occupation, and have not received any maintenance since then (Pike, 2011). In 1999, there were

only 1,011 kilometers of paved road and 3,149 kilometers of unpaved (Pike, 2011). Most of the

pavement surrounds the Port-au-Prince area only, where traffic is the heaviest. Based on the

current structure of Haïti and the last few years since the earthquake of 2010, the number of

kilometers paved is not likely to have been expanded, and if so, it has been very minimal.

Unlike the United States and other populated areas of the world, Haïti does not have

public transportation. Being the poorest country in the western hemisphere and one of the

poorest in the world, they do not have the funds or infrastructure for a modern and functioning

public transportation system (McLaughlin and Rogers, 2013). The only forms of transportation

Haïti offers are buses, tap-taps, taxis, and motorcycles; which were reasoned as dangerous

considering that they do not use helmets nor is it required by law to. The U.S. Embassy strongly

discourages the use of any of these forms because they are unreliable.

23

Motorcycles were introduced to Haïti shortly after the earthquake of 2010. It was

difficult navigating the roads and sometimes even impossible in some situations, as a result, aid

agencies brought motorcycles to Haïti to supply food, medical aid, and transporting those who

needed medical attention. Because it was abruptly introduced to the country, motorcyclists were

never properly trained and taught basic motorcycle safety and/or how to operate them. As a

result, motorcyclists in Haïti do not wear helmets and would not wear one even if they were

provided with one (McLaughlin and Rogers, 2013). According to an analysis conducted in

Thailand, not wearing a helmet had a 6 times greater severity of injuries compared to those

wearing helmets during their motorcycle accidents (McLaughlin and Rogers, 2013).

In addition to the lack of reliable transportation, the roads are poorly structured whereas

it is unmarked and signs displaying directions or streets rarely exist. These roads are also not

equipped for rain. Due to the condition and design of the roads, mixed with rain will cause it to

be slippery and muddy since they are not engineered to allow the water to runoff (McLaughlin

and Rogers, 2013). This will result in vehicles spinning off the roads, which can be severely

dangerous and life threatening when driving along the mountainous roads.

The lack of basic traffic laws and police enforcement creates a lack of structure. There

are speed limits but police rarely enforce the rules and laws, adding to the pre-existing

dangerous road conditions. The traffic lanes are often occupied with pedestrians, animals (e.g.

goat, pigs, dogs, etc.) and street vendors (McLaughlin and Rogers, 2013). With these

obstructions in the way, it can endanger the vehicles, the passengers, and the pedestrians

walking alongside or in front of them. Vehicles in Haïti also do not go through yearly routine

maintenance services and are poorly maintained on a day to day basis, leading to frequent traffic

accidents and breakdowns, adding to the hazards on the roads (McLaughlin and Rogers, 2013).

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Objective 3: Make Recommendations on How to Create a Tourism Zone in Jacmel, Haïti

Solutions and Recommendations

To approach the current issues in Jacmel, Haïti, there are several initiatives that can be

taken which includes promoting green and sustainable practices, installing a public

transportation and waste disposal system, encouraging and promoting ecotourism, voluntourism

and voluntourists, and an overall rebranding of Haïti and Jacmel. These are not solutions that

will happen overnight. It will take months and years for there to be evident progress and change,

however, these solutions will need to be implemented and be in effect immediately in order to

rebrand Jacmel as quickly as possible.

Although installing a proper waste disposal system in Haïti is yet another costly project,

there are other ways to reduce the waste and prevent or reduce litter in the streets. Promoting

green and sustainable practices is not as easy as it sounds but it will be the fastest way to turn

things around in Jacmel. Green and sustainable practices mean recycling, reusing, and reducing

all waste. For example, using biodegradable to-go boxes versus Styrofoam, limiting use of

plastic bags and replacing it with sturdy reusable totes, and recycling plastic bottles. If the

Haitians are given an incentive to recycle, such as getting paid for bringing in a certain amount

of weight of plastic bottles to a recycling center, there would be less plastic in the streets and

canals and more money in their pockets. Because Haïti is such an impoverished country, every

opportunity given to them to make a bit of money will persuade them to work together and clean

up the areas around them. It will be looked upon as a new job opportunity that most Haitians

will jump on. There is currently a non-profit organization located in the heart of Haïti, in Port au

Prince, which takes plastic, cleans and shreds it down into small flakes, which then is shipped to

the United States where they turn it into thread and eventually fabric (Johnson, 2015). This

25

organization is called Thread. It would be ideal to spread and enforce the concept of Thread

more, as well as place additional Thread recycling centers around Haïti, not just in Port au

Prince. It will be optimal to build a few others in the North and West end so the Port au Prince

location is not overwhelmed with the entire country’s recyclables. For other trash such as

organic waste materials, it can be separated into a different bin where it can then be composted

into fertilizer to enrich soils on the farmlands.

The next step is to install a public transportation system that travels country-wide and

not just within the area of Port au Prince. Examples would consist of trains that travel from city

to city, and licensed cab drivers and buses that takes passengers around within the city. This

provides a safe transportation method for those who traveled internationally and arrived in Haïti

with no official tour guide or well-rounded knowledge of the local area(s). This solution will

require a lot of financial support considering that the cost of a recent light rail lines construction

in Norfolk, VA had a hefty cost of $43 million per mile. This was on the lower range, as it can

reach up to $204 million per mile (MacKechnie, 2017). Although trains and railroads may not

be a feasible option at this time due to the lack of funding, Jacmel can start with providing more

reliable vehicles and certified drivers since that is a more probable option during this time. This

will allow the tourists to feel safer and be more comfortable while visiting a foreign country.

Ecotourism and Voluntourism is tourism where travelers participate in volunteer or

charity work while visiting the country. Unlike ecotourism, where the objective is aimed at

helping the environment, voluntourism is aimed at helping the people (Clothier, 2010). How

voluntourism and voluntourists benefit the community varies by what their skills are. For

example, if the voluntourists is a teacher and teaches English, he or she will be helping residents

of Haïti improve their language skills, which will then benefit the locals in the long run when

they need to communicate with tourists during transactions or other cases. If the voluntourists is

26

good with their hands, they can assist with building new houses or buildings that will benefit a

family and others. While voluntourists help individuals and family get back up on their feet,

ecotourists will be aiding with the cleanup of the streets and beaches, along with educating the

locals the importance of maintaining the environment in pristine conditions. Not only will this

benefit the environment but it will also benefit the economy, health, and wellbeing of people as

well. Keeping the streets, canals, and beaches clean and free of trash will prevent disease from

spreading or even developing. This will slowly diminish or decrease all present diseases in Haïti

because it will create an uninhabitable environment for the disease(s) to thrive in. Once the

health standards are back up and no longer a main concern for travelers visiting, naturally, more

tourists will visit and in turn, the economy will begin to develop and flourish.

Rebranding an image that has stayed with a country all its existence is no easy task.

Besides the cruise port, Labadee, other parts of Haïti, like Jacmel, rarely gets an influx of

tourists visiting even though it has many

other attractions to offer. When people first

hear of Haïti, they think of natural disasters,

poverty, and disease. They seldom think of

mountains, waterfalls, and beaches. When

tourists want a “Caribbean escape”, they

immediately cruise or fly to the Bahamas or

Jamaica, even though Jacmel, Haïti offers the

same scenery (See Image #6). As a destination,

it suffers from its lack of competitiveness. Image #6: Jacmel, Haïti Scenery

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Jacmel offers a lot of culture and character that goes unnoticed every day. Jacmel’s

mountainous and tropical views are extraordinary but its image being a part of Haïti needs a

facelift. This city has a lot of potential that needs to be explored, and advertised globally.

Jacmel has a promising future if it takes the right steps towards improving its city, whether it

means placing another cruise port in Jacmel and/or reaching out to travel agencies and

destination marketing companies to market the city worldwide. However, before it gets put in a

global spotlight, Jacmel will need to undergo an essential transformation. As a whole, Haïti will

need to improve its current image in the consumer’s eyes by establishing a countrywide

rebranding movement. This movement will consist of cleanup initiatives, enacting laws that will

be enforced daily which prohibit littering of any material, and building and constructing more

tourist friendly resources such as visitor centers and a safe public transportation system. This

movement can and will take years before any growth or progress is prominent, but once it

reaches that peak point, Haïti and Jacmel will be seen in a different light and receive the positive

recognition that the entire country has been yearning for.

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APPENDIX

A.

Haïti held the record for the most costly and largest natural disaster since 2010.

B.

In this chart, it displays that Haïti is #10 as the hungriest country in the world. If you look closely at the map, Haïti is the only country in the entire western hemisphere that is colored Orange or Red.

29

C.

30

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