The world-renowned Bath Fountain Hotel and Spa in St. Thomas, Jamaica, faces a severe operational crisis as aggressive informal tour operators increasingly undermine its operations and reputation. According to the hotel’s recently tabled 2021/22 annual report, former chairman Michael McLeod detailed how pandemic conditions exacerbated a long-standing problem with unlicensed touts whose numbers swelled to approximately 120 by December 2021.
During the COVID-19 lockdown periods, these operators became notably more assertive in their attempts to solicit business, employing destructive strategies that included intercepting potential patrons as far away as Port Morant. They systematically disseminated misinformation claiming the hotel’s mineral waters were reheated rather than naturally sourced, or falsely stating that bath facilities were closed with only restaurants and rooms operational.
The touts operate primarily from the hotel’s overflow parking lot, diverting visitors to an unregulated ‘bush spa’ behind the property where they perform unauthorized massages, mud baths, and foot scrubs while aggressively haggling over prices. This uninsured, price-gouging operation has created significant liability issues for the hotel, as dissatisfied customers increasingly seek redress from the establishment for their negative experiences with unauthorized vendors.
McLeod emphasized that despite the hotel’s successful adaptation to pandemic protocols—including hosting a group of volunteers within COVID-19 guidelines in June 2021—the proliferation of touts threatens to destroy the historic facility’s goodwill. While the Ministry of Tourism under Edmund Bartlett developed strategies to support the tourism sector during the pandemic, the informal operators exploited these circumstances to their advantage.
Despite temporary revenue recovery through extended group bookings, the fundamental challenge persists. Historical records indicate this problem has plagued Bath Fountain for over a decade, with visitors documenting similar experiences as early as 2011. Recent observations confirm the situation remains unresolved, with touts continuing to intercept potential visitors traveling considerable distances to reach the attraction.