Jamaica is looking to reposition its historic town of Falmouth, a town that is coming to its own as a full-fledged travel destination.

Jamaican tourism officials say they’ll be marketing the capital of the Trelawny parish “in its own unique way.”

Falmouth is often packaged as part of the tourism offerings of greater Montego Bay, something officials say they want to change. 

“Falmouth currently lacks what you would call identity branding,” said Jennifer Griffith, permanent secretary in Jamaica’s Ministry of Tourism. “The hotels and attractions that are in Falmouth are marketed or are perceived to be in Montego Bay, while those that are closer to St. Ann are being identified with the resort town of Ocho Rios. Now that is about to change.”

Falmouth, which is filled with Georgian architecture and centuries-old buildings, is also home to several of Jamaica’s most popular attractions, from Chukka Good Hope to rafting on the Martha Brae river to the Hampden Estate rum experience. 

The town “has been transformed into a first choice destination,” Griffith said, pointing to new hotel projects like the recently-debuted Excellence Oyster Bay and the Royalton properties in the area.  

“Falmouth has truly turned the corner where it now deserves its own branding and where it can finally free itself from the shackles of its more celebrated neighbors,” she said. 

— CJ