Jamaica’s greenest parish shows a blueprint for sustainable travel that Thailand can learn from
Portland Parish on Jamaica’s northeast coast is being celebrated as the island’s greenest region, a quiet revolution in tourism that prioritizes nature, culture, and small-scale enterprise over mass-market resorting. The National Geographic feature portrays a place where year-round rainfall fosters lush ecosystems, where visitors mingle with locals at low-key beaches, and where your stay can be intimate rather than corporate. Recent tourism data from Jamaica’s tourism authorities show the island drew more than four million visitors in 2024 and is projected to generate about $5 billion in revenue in 2025, underscoring a global appetite for experiential travel that respects place and people. Portland’s appeal rests not on oversized hotels but on pastoral landscapes, tucked-away waterfalls, and wellness retreats that invite rest, reflection, and a slower pace.