Coastal development The estimated number of people living within 10 km of the Caribbean coast grew from 36 million in 1990

to 41 million in 2000. Some 36 percent of Caribbean coral reefs are located within2 km of inhabited land and are thus highly susceptible to pressures arising from coastal populations. Poorly managed coastal development puts stress on coral reefs through direct damage from dredging land reclamation and sand and limestone mining for construction sites and removal of coastal habitats. Increased sediment in coastal waters reduces the amount of light reaching the corals and hiders their ability to photosynthesize. In recent years the Caribbean region has undergone massive growth in tourism, a sector of major importance to regional development. Unplanned or poorly regulated tourism can kill reefs while planned tourism development has a minimal impact on these reefs. The development of tourism infrastructure also takes its toll on coral reefs. Many of these disturbances are similar to those caused by coastal development more generally, but tourism is a particular problem because it frequently moves into new undeveloped areas away from the existing urban developments. In sensitive areas where there are particularly important coastal resources stronger regulation of agricultural practices may help to protect coral reefs and the livelihood of the coastal population. Within the Caribbean region, marine based sources of pollution cause great concern. Activities giving rise to this pollution include oil discharges and dumping of garbage and other human waste from ships. Anchors are also of great devastation to reefs especially those in high visitation areas. Climate change The rapid build up of greenhouse gases in the atmosphere during the past century has already altered the global climate. GHG concentrations have grown by more than a third since preindustrial times and, without significant policy intervention, are expected to reach double preindustrial levels by the end of the twenty first century. The average temperature on earth has risen by 0.6 degrees Celsius 0.8 degrees Celsius over the last 100 years, and the global sea level has risen some 18 centimeters. The impacts of these basic changes have not yet been fully determined, but could alter patterns of surface currents and upwellings, the location and intensity of extreme climatic events and chemical processes in the oceans. From 1995- 2000 the Caribbean region experienced the highest level of hurricane activity in the reliable record. However, this followed a period of lower than average storm activity. Climate

models cannot yet accurately project how the frequency and intensity of hurricanes will change. If, as models are refined they point to the likelihood of increasing storm intensity, this should be cause for concern, particularly when added to the mounting pressures on coral reefs from marine and terrestrial pollution and coral disease. Over the next century, mean global sea levels is predicted to rise about 3-10 cm per decade. Statistics Jamaica
Reef area: 1010 km2 Reef area as % of total in region: 4 Reefs at risk threat index (%) Low: 32 Medium: 2 High: 34 Very high: 32 Coastal Development (%) Low: 45 Medium: 24 High: 32 Sediment and pollution from inland sources (%) Low: 39 Medium: 19 High: 42 Marine based sources of pollution (%) Low: 69 Medium: 24 High: 7 Fishing pressure (%) Low: 32 Medium: 2 High: 67

Economic implications of coral reefs degradation Healthy coral reefs confer significant economic benefits to both coastal and national economies. These benefits diminish with coral reef degradation. Some key economic and social benefits associated with healthy coral reefs include high fishery yields, high tourism related incomes protection from coastal erosion and good nutrition for coastal communities. Degradation of these coastal reefs costs dearly through loss of fishing livelihoods, protein deficiencies and the increased potential for malnutrition, loss of tourism revenue, increased coastal erosion and the need for investment to stabilize the shoreline. Many damaging effects occur because an individual or group seizes an immediate benefit, without knowing or caring about the long term consequences. Economic valuation is a powerful tool for raising awareness about the economic value of natural resources and about the implications of different development or management decisions. Several studies have looked at the economic value of coral reefs within the Caribbean. Some of these studies have been narrowly defined assessments of the value of specific coral reef resources, such as the effects of changes in coral reefs on fisheries production in Jamaica. Tourism is the lifeblood of many Caribbean countries contributing more than 30% o GDP in 10 countries or territories within the region. With tourism expected to grow at 5.5% a year over the next 10 years it is an increasingly important source of foreign exchange. But how dependent is tourism on high quality coral reefs? Many of the values that coral reefs provide to the Caribbean tourism industry are indirect, such as the value of reefs as a major contributor of sand to the regions famed beaches. One way to gauge economic impacts of coral reef degradation on tourism is to look at a source of tourist revenue that is directly tied to pristine, healthy coral reefs: scuba divers. Outlook for reefs under climate change: Most scientists agree that corals ability to adapt to shifting environmental conditions resulting form climate change depends on the severity of other human stress, such as overfishing coastal development etc. a key management tool would be the siting of marine protected ares. Shoreline protection Coastal ecosystems provide important shoreline stabilization services. Coral reefs dissipate wave and storm energy and create lagoons and sedimentary environments favorable for the growth of mangroves and sea grass. In turn, mangroves and sea grass help to bind marine and terrestrial sediments reducing coastal erosion and also supporting clear offshore waters favorable to corals.

Increased development in coastal areas often amplifies erosion and storm risks in two ways: firstly the destruction of natural habitats and it also exposes coastal sediments to greater movement and hence to erosion and loss.

Marketing of tourism product Why resort area marketing? Deliver on Jamaicas complete and diverse positioning promise Divert destination image issues Grow JTB budget by partnering with resort areas Diverse destinations Ocho Rios, Montego Bay, Kingston, Port Antonio, Negril. Experience the following: Sun/sand/sea Sports Landscape Scenery, geographical Nature/ adventure Unique destinations Experience the following: Culture Cuisine Warm, hospitable, accomplished people

Brand, image management plays a crucial role in the marketing of the tourism product as it uses media types with colour attractive pictures that would entice ones excitement and would encourage them to want to visit this destination. Internet, print, also have great impact on this sector.

Remarks
Paul Pennicook, Director of Tourism, Jamaica to Caribbean Tourism Organization New York City, September 29, 2004

Hurricane Ivans effects on the tourism industry The eye of the hurricane passed on the south coast end of the island greatfully majority of the resorts are located on the North Coast. So the sector was virtually left unharmed. Details from report: More than 85% of the island has running water and electricity. Teams are working around the clock to repair damaged houses so that temporary shelters can be cleared. Four out the six tourist areas were virtually left unharmed. Areas like Negril and southern coastal resorts were the ones hit the hardest and some properties were closed. I am pleased to report that attractions are open and that all the cruise ship lines are back to their normal schedules including shore excursions for passengers. all scheduled and charter air service is also back to normal Paul Pennicook, Director of Tourism, 27th Annual Caribbean Tourism Conference in Aruba, Sunday October 17, 2004. Details from report: 95% of the country has electricity and running water and all roadways are open. All schools have also been reopened. A large percentage of hotels remained fully operational unharmed and unaffected.