Jamaicans from within the diaspora pause for a group photo during the recent 26th anniversary of Duke of Earle’s Homecoming Tour at Sandals Royal Caribbean. The group, which was 135 strong, is joined by Bevan Earle (seated, left); General Manager for Sandals Royal Caribbean, Dawn Smith (second row, left) and Odette Dyer, (seated, third row left), regional director, visitor relations, Jamaica Tourist Board.
ST JAMES, Jamaica—As Jamaica continues to deepen its engagement with the global Jamaican diaspora, one initiative stands out, not just for its longevity, but for the emotional and cultural ties it has helped to rekindle.
The “Homecoming Tour,” led annually by Florida-based Jamaican radio personality and publisher Dr Bevan Earle — fondly known as “The Duke of Earle” — returned to the island recently for its 26th anniversary, bringing dozens of Jamaicans from across the US, Canada and the UK back to their roots.
Since its beginning, the tour has evolved into a deeply personal journey for a number of Jamaicans living overseas, especially second and third-generation Jamaicans seeking to connect more thoughtfully with their heritage.
Over the years, the tour selects a different part of Jamaica to highlight the island’s diverse culture, history, and natural beauty. This year’s destination was Montego Bay, with Sandals Royal Caribbean serving as the group’s host resort. Participants enjoyed immersive experiences including a private Island Routes Catamaran Cruise, local cuisine, watersports and cultural excursions — all designed to strengthen ties between the diaspora and the island.
One such participant was Rita Edwards from Florida, who was experiencing her first Homecoming Tour.
“I’ve been listening to Duke’s programme on WAVS FM for years, where he talks about the Homecoming Trip and everything Jamaican. So I’ve known about it for the past 26 years, but this is the first time I’ve been able to come — and it was well worth the wait,” said Edwards.
She praised the experience, particularly the hospitality at Sandals Royal Caribbean. “The service here is impeccable I’ve stayed at several all-inclusive resorts before, but the standard here truly stands out. I’ll definitely be back,” she said.
Although she has been living in the US since the 1980s, Edwards still considers Jamaica her home and visits whenever she can. In fact, after the Homecoming Tour wraps up, she plans to spend several more weeks on the island with her family.
While tourism is often viewed through an economic lens, the diaspora represents a unique niche.
According to data from the Caribbean Policy Research Institute (CAPRI), Diaspora visitors make up an estimated 11-15 per cent of stopover arrivals, but their impact goes far beyond the numbers. They are emotionally invested in the island’s future, often contributing to community development, education and healthcare efforts.
In fact, giving back is a key part of the Homecoming Tour. In addition to facilitating cultural reconnection, Earle uses the trip to support local institutions — from schools and golden age homes to police stations. He has also begun planning for his annual Christmas treat, ensuring the impact of the tour continues beyond the few days spent on island.
The tour has also gained intergenerational appeal. Many older Jamaicans who migrated decades ago use the trip as a way to reintroduce their children and grandchildren to the island’s culture — not just through beaches and resorts, but through food, music and the spirit of community.
“Something truly special is happening here,” said Earle, referring to the increase in participation in this year’s Homecoming Tour. Speaking at the group’s final dinner, he urged stakeholders to fully recognise the vast potential within the diaspora. He also emphasised the need for a stronger presence and greater engagement in regions like South Florida, home to a large, well-connected Jamaican community.
While Earle is the visionary behind the initiative, he often credits the late Gordon “Butch” Stewart, founder of Sandals Resorts and then-owner of Air Jamaica, for helping to bring the Homecoming Tour to life.
“In the early days, Mr Stewart made it possible through support with flights and accommodations at a competitive price,” said Earle. “Sandals’ continued hospitality has always made our travelers feel welcomed and respected.”
Sandals Royal Caribbean’s involvement this year reflects the resort chain’s ongoing commitment to cultural tourism and diaspora engagement. The resort’s unique offerings — including its private offshore island and strong culinary programme — served as a lush backdrop for this year’s reconnection.