Jamaica is an iconic beach destination – but there’s so much more to the island than flop-and-drop tourism. With a vision of spreading tourism outside of key hotspots and ensuring that Jamaicans felt connected to their tourism industry, four key partners came together to develop a strategy that would strengthen community-based tourism across Jamaica and empower small tourism businesses. Larisa McBean, Tourism Specialist at the Jamaica Social Investment Fund, took us behind-the-scenes of this award-winning campaign – including how they structured the partnership to ensure success, what they learned throughout the process, and how it’s providing a foundation for recovery after Hurricane Melissa.