As Negril eagerly anticipates hosting an estimated 700,000 visitors during the Winter Tourist season, local residents have found themselves grappling with a longstanding issue which continues to cast a shadow over the picturesque resort town.
The focal point of frustration is the dilapidated state of West End Road, which has become emblematic of the neglected infrastructure in the area.
For Rob Graves, operator of Negril.com, the condition of West End Road is more than a mere inconvenience.
Likening sections of the vital thoroughfare to the war-torn Northern Gaza strip, the exasperated Graves said that for him, the state of the West End Road remains a pressing concern, as it directly impacts residents’ daily lives and the overall appeal of the town.
“We are already into season and the road by Mi Yard and Pirates Dock is terrible… And that will be the best it will be until April, unless someone decides to close the entire road to the West End to fix it and do further damage to the West End businesses and make many close permanently,” Graves told Negril Times.
“It is now a giant mud-filled series of what look like bomb craters. It looks more like the northern Gaza Strip than Negril, which is what every tourist wants to pay top dollar to see,” he added.
Graves also argued that another reason the road needs urgent repair and renovation, was the fact that not only are residents impacted, but also the tourist industry as the roadway leads to the Caribbean’s number one tourist attraction, Ricks Café and a slew of small hotels and other businesses on the West End.
“This is absurdity at its finest! It is only going to get worse as traffic continues on it, because the traffic must go to the West End. A thousand tourists every single day are going to be subjected to this ugliness, twice a day going to Rick’s.
As the influx of tourists looms, many fear that the substandard road conditions may deter potential visitors and tarnish Negril’s reputation as a prime destination.
Despite assurances from Tourism Enhancement Fund Executive Director Carey Wallace a few weeks ago, that funds have been approved for the repair of the roadway, the call for action has grown louder in recent weeks, with residents urging local authorities to prioritize the restoration of West End to ensure a smooth and enjoyable experience for both residents and tourists alike.
“Its embarrassing and its disgraceful to know that Negril on a whole contributes so much to the budget of this country. When people say they are coming to Negril they don’t say they are coming to Jamaica. So to them, Negril is this oasis by itself; it stands alone. Negril deserves more. I was stuck in traffic last night for over 40 minutes because of the potholes and the water, the flooding that was being experienced, because of a couple hours of rain,” Nickiesha Myrie told Negril Times.
“I was embarrassed, as someone who is from this area. I haven’t driven in the rain here in a while so it came as a shock to me. I was speaking to someone and they were like ‘oh this is regular’. We need to have this sorted at the earliest convenience,” she added.
In pleading for urgent intervention on West End Road, Myrie argued that infrastructure development is not just a matter of convenience, but a cornerstone for sustainable growth and prosperity in the idyllic Jamaican town.
“Persons come to Negril, sometimes they don’t go anywhere else: they go to the West End. Remember we have all these tours coming from Montego Bay coming from Ocho Rios from all over the country that head to Ricks Café – the famous Ricks Café, and this is what persons have to experience. I think all parties involved, the powers that be, we have to get it right. We have to fix it. Lets make a change for 2024,” she urged.
“The West End needs attention. The road, the infrastructure everything. The place is dark; it is not properly lit, just the overall aesthetics of the West End. It is not only what we show in the day but what we see at nights that represents what we are selling to the world and I think it needs to be addressed,” she stated.
Added Myrie: “West End is Extremely important, not only to the Negril tourism product but the Jamaica tourism product, because remember Ricks Café is on the West End; the lighthouse is on the west End. The cliffs are what sells Negril. Yes we have the Seven Mile Beach and it’s beautiful, it’s gorgeous. But the cliffs are what enhances that experience; the caves that we have, the underwater caves, the snorkelling. The whole amenity that comes with the West End,” she added.
President of the Negril Chamber of Commerce Elaine Allen Bradley, said that despite previous promises from officials to address the issue, residents remain skeptical as the road’s deterioration persists. She told Negril Times that a well-maintained infrastructure is not only essential for the town’s economic prosperity but also crucial for fostering a sense of pride and belonging amongst community members.
“They need good roads. Three major roads are in Negril and the three roads are a disgrace,” she said.
