Case Study

Rastafari Indigenous Village

Full case study: RIV village

The Rastafari Indigenous Village (RIV) is a shining example of how small-scale attractions can become market ready, meeting the expectations of customers, as well as generating income and protecting culture.

The RIV community set up a visitor attraction, but was unsure of how to develop this tourism offer to generate income for the running of the village.  As part of our mission to encourage tourists to explore Montego Bay, we saw this as an opportunity to develop a truly unique experience and support a local community.

Our aim was to help the RIV community use tourism for long-term funding, and as a way to preserve, celebrate and communicate Rastafari traditions for the benefit of both national and international visitors.  In the long-term, we hope that this and other attractions like it will support a unique and authentic tourism offer for Jamaica, which benefits local people.

What we did

  • We worked with RIV to improve their product and marketing materials
  • The community received training on developing their vision and group cohesion, as well as business training and learning about customer expectations
  • Having spent time developing the tour, we worked with RIV to develop a pricing structure that is both suitable for the mass market, and their needs

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