I would like to encourage fellow Jamaicans with a very pleasant experience I had on the weekend of July 11 and 12 with my family and some friends from Spain. We had the opportunity to spend the weekend at the Bahia Principe Hotel in Runaway Bay and I would recommend it to any one especially those with children. It is a very comfortable and well-appointed facility starting with the lobby all the way to the beach.

After spending two relaxing days at the hotel we decided that on our way home to Montego Bay we would make a few stops, first at the Green Grotto where I have never been before, ever. This was a fascinating experience for my entire family and friends. The caves are astonishing and our tour guide, 'Prichard', was marvellous; a veritable encyclopaedia of information regarding the caves, geology, history, culture and humour. We will always remember to keep our mouths closed when looking up at the bats clustered on the roof of the caves. The lagoon was pristine. The entire experience was fabulous for all and one of my children who had visited the Grotto two years previously remarked that he found it even more interesting this time.

However, the external infrastructure, where visitors' first impression is created, needs much upgrading and maintenance. For example, the waiting area is far too small and I would dread to think what it is like if one 40-seater tour bus arrives let alone two or three, as might be the case on a cruise ship day. The gift shop is tiny and is more of a snack counter. I cannot imagine how much money could be made with some pertinent creative souvenirs relevant to the caves, i.e. rat bats on bouncy strings, tiny souvenir phials of lagoon water, a large assortment of post cards, a book(let) on the geology of the caves, the list goes on, but do, I pray leave the wood carvings out of it, make the souvenirs feature specific. We could even incorporate James Bond memorabilia from the filming of Live and Let Die which was done on location; sell copies of the film on DVD, have a mannequin of Roger Moore and the leading actress you can take photos with like at Madame Tussaud's, the list goes on. My goodness, we must be brain dead!

Furthermore, in proximity to the Caves is a lovely lake with a virtually completed wood deck that would be ideal for a snack/lunch spot, but to my knowledge this has been shelved. A perfectly good revenue centre abandoned, could I suggest that the Urban Development Corporation go into partnership with the jerk centre directly across the highway and leases it to them to operate on a concession basis. There is so much that could be done to expand the experience and revenue enhancement for such a unique and worthwhile attraction.

Exquisite experience

But let me continue. After leaving the Green Grotto, we went at our leisure and arrived at the Falmouth Lagoon in time to eat dinner first at one of the two establishments having scheduled an evening outing on the Luminous Lagoon for 8 p.m. It was a perfectly dark night as the moon would not come up until about 9. The experience was exquisite, the phosphorescence was remarkable. The last time I was here was some 30 years ago and it was far more spectacular than now. Two of our friends decided to swim in the lagoon, words cannot describe the magnificent reaction to their entry into the water and movements; I felt like a child again in awe of this remarkable phenomenon. The fish were jumping leaving sparkles on the surface and propeller of the boat left a glowing trail for 20 feet or more and in the distance one could also see the glow from the bow and stern of the other boat on the lagoon, it was almost eerie to behold. All of this was supplemented by the enthusiastic dialogue, instruction and participation from our boat Captain, 'Moonie', who confirmed that what we were witnessing was said to be the best in the world, which confirms what I have heard before.

Here again is another example of a world-class attraction, which, if properly developed, could be a first-class experience, revenue centre and marketing tool for our nation. Both Fisherman's Inn and Glistening Waters need major upgrading as they are the first impression to this remarkable experience and, with all due respect to the owners/operators of those facilities; they do not do any justice to what nature has blessed us with in that lagoon, and they actually could deter persons pursuing engagement. The service was cordial, but extremely slow and the food could do with some attention.

Can you imagine if we allowed persons to kayak, with the phosphorescence dipping from the paddles creating an array of sparkles on the waters surface and pedal boat on the lagoon coupled with a water wheel in action for controlled periods during the evening? And the highlight of the experience being a night-time waterskiing performance on selected evenings during the week. I believe that it would become of such great demand that we would have to control the numbers attending in order that we preserve the phenomenon and thereby being able to charge a premium for the privilege of witnessing nature's fireworks. From this a raft of souvenir items could be birthed preserving the experience for the visitor and creating a valued revenue stream which is vital for the maintenance of this environment.

A fund must be established immediately to aid the upgrading of these two natural attractions and their support facilities and the Ministry of Tourism, Tourism Enhancement Fund and Association of Jamaica Attractions Limited must take an aggressive posture in this.

It was only months ago that I heard the Government lamenting on the shortage of quality attractions. Well, here are two, both eco/educational in nature, one of which they even owns itself. We have been blessed with these natural resources and no doubt many more, which with a little creativity and funding could drastically improve Jamaica's lure and revenue potential. In a time when people are looking for a unique reason on where to go on vacation, not just sand and sea, we have an opportunity to deliver to them that option, yet they sit there under our noses yearning to be responsibly utilised.

It is time for the leaders to lead, saddle up Jamaica because we have been blessed with all the assets we need to succeed, we just need to identify, develop and steward them responsibly. Some thoughts on agriculture to come.

Mark N. Kerr-Jarrett, is managing director of Barnett Limited, Montego Bay. Feedback may be sent to columns@gleanerjm.com.