AdvertisementWellness in Jamaica
By Cassanie McKenzie · · Holiday Edition · 7 min read
"I promise to stand up for justice, Brotherhood and Peace, to work diligently and creatively, To think generously and honestly, so that, Jamaica may, under God, increase in beauty, fellowship and prosperity, and play her part in advancing the welfare of the whole human race." (Excerpt from the Jamaican Pledge of Allegiance)
If you grew up in Jamaica and attended public school, you had to repeat this pledge at least once a week so I would dare to say I've repeated this hundreds of times. It was written by Rev. Hugh Sherlock in 1961 as part of the preparation for Jamaica's upcoming independence from colonial rule in 1962 & serves as a public declaration of Jamaica's intention to become an active player in the global market. I'm penning this article during our annual heroes weekend and through all the activities that support this national holiday, several opportunities have arisen for me to reflect on the pledge of allegiance and I believe we are currently existing in that last paragraph I've shared.
WELFARE.
As the text suggests, it's time for us to play our part in advancing the WELFARE of the whole human race. Our cultural impact on the world stage is undeniable. Jamaica with its small population of under 3 million people has still managed through music, sports, cuisine & tourism, to carve out a place for itself as a powerhouse of influence.
A timeline of the island's cultural evolution sees the revolutionary reggae sounds of the 70s, the explosion of the all inclusive hotel model in the 80s & 90's, & the 2000s that produced a dominance in track and field setting the stage to highlight the hidden talents of the island as we steadily attract more visitors.
As the pledge states, wisdom, strength, courage, and vigor are in abundance on this island coupled with a large capacity for sharing. The combination of a rich cultural history with astounding natural beauty sets the stage perfectly for Jamaica to lead the way in the fastest growing segment of tourism: Wellness hospitality.
The Island has much to offer in terms of combining a traditional hotel stay with well-being and longevity practices. The wellness market is projected to reach 18.5 trillion by 2027. This is being driven primarily by a generational shift where the demographic of travelers between ages 20-45 either travel specifically for wellness i.e. Yoga/Pilates/Run/Artist retreats or require wellness amenities to maintain their routines while away from home.
WELLNESS HOSPITALITY.
Traditionally, a traveler to our shores would have to stumble upon a transformative experience rather than have one booked before landing. The last decade has seen a steady increase in demand for wellness practitioners and their offerings. I started my company WellCALM in 2020 as a response to this growing trend. It became apparent to me that if hotels and hospitality spaces on the island were to remain competitive, wellness will have to feature heavily in their offerings.
What does that look like on this beautiful rock? Movement classes & retreats are the most obvious, however Jamaica can offer so much more but we must be able to reimagine and market effectively things we once took for granted.
Spiritual power resides in Jamaica. Visitors to our shores feel it instantly and in their own words state something along the lines of, "I just feel so good when I'm in Jamaica". Whether it's the fact that we have the most churches per square mile, or the freshest ground water aquifers in the region, the power of the land is palpable even to the most undiscerning traveler.
Contrast therapy, Grounding, Forest bathing, Trail running, River hiking, Medicinal herb foraging are just some of the well being experiences that are seeing rapid growth globally as travelers seek more value from their vacation. All of the above mentioned practices are cultural norms for those of us that grew up in the rural parts of the island. They're being heavily monetized in other parts of the world as we continue to only focus on the Jerk pan, rum and a beach vibe.
GROUNDING AND FOREST BATHING.
The red green and gold colors of Rastafari tradition have become synonymous with Jamaica's tourism product directly because it has been marketed as such. The distinct sounds of reggae music has served as a soundtrack for the Island however, the deep spiritually transformative roots of Rastafari tradition have largely remained untapped, and is simply used as a branding tool.
WellCALM is committed to serving the Jamaican hospitality sector in all its manifestations by bridging the gap between the demands and the deliverables in a way that produces the greatest value for both. Our team has curated transformative wellness experiences regardless of budget or group demographic.
From Full moon Nyabinghi drum circles to Waterfall Hiking meditations in the Rio Grande Valley, we've gone above and beyond for our clients and we're looking forward to doing more.
Wellness hospitality is on the uptick and WellCALM is simply meeting the moment. This market is for the tourist that is no longer content with a lovely tan and a few cool stories to take home.
WELLCALM.
Habit stacking is gaining popularity across industries and the Hospitality market is no exception. In terms of travel, people increasingly require their holidays and vacation to serve more than just an opportunity for lovely Instagram photos. Wellness tourism offers the opportunity to return home from your 10 day trip looking and feeling refreshed and definitely healthier.
If you're reading this and truly have never considered making your holiday a part of your health journey, perhaps it's time to. For the current or future hotelier, my prediction is that being able to pivot and adapt to the unique demands of the wellbeing focused traveler is the future of hospitality.
I'm highlighting two categories of properties where I've curated both group and private wellness retreat experiences. EcoEscape Mountain Retreat is a rustic cabin space constructed during the pandemic in the Hills of St Ann. It boasts its own private river, as well as a plethora of fauna, wild mushrooms & herbs.
One noticeable standout is the abundance of edible fruits on the property. You'll also find the proprietors encouraging guests to pick and eat at will. The property is dotted with outdoor seating areas that quietly coax you every few steps to just sit and be comfortable in nature.
There's even a hammock strung across the river where you can take your afternoon nap, read or simply watch the clouds go by as you listen to the gentle sounds of water falling. One highlight of this space is the Bush Spa Signature treatment where you receive a uniquely Jamaican bodywork session that includes Massage with Organic local oils and an outdoor Bush bath that envelopes your body in a hot tea of freshly picked detox herbs. You're also given an array of seasonal fruits from the property where you can lie back and snack as you allow the herbal magic to work its way through your skin right into your bloodstream.
Eco Escape is a favorite of mine for more intense 1:1 Private retreats or small groups looking to do deep work such as detox or plant medicine therapy. Either way it's a perfect getaway to find quiet space & enjoy authentic rural Jamaican Livity.
For those craving a more luxurious experience with structure, I've chosen to feature Trinity Villa which is part of the Tryall Club Luxury Villa collection located in the quiet sparsely populated parish of Hanover. A well appointed villa with dedicated spaces for fitness classes, meditations & workshops is perfect for both Corporate & Healing Retreats alike. The club gives the villa retreat goer access to a well appointed spa with daily Yoga & Pilates classes, Soundbath meditations, miles of hiking trails, river/beach walks and a private chef capable of creating a week long gastronomical experience that aligns with the goals of the group.
I've been teaching and facilitating wellness retreats since 2008 and I'm excited about the way its trending and what that could mean for Jamaica. As wellness increasingly becomes a mainstay on our daily life WellCALM sees nothing but a huge untapped local potential. The writing's on the wall and we've read it. The fine print says we have all the elements and it's time to get ACTIVE!
Written by Cassanie McKenzie. Photography by Cassanie McKenzie and Azi Aznezka.
