This study explores the feasibility of implementing a sustainable funding mechanism for ocean and coastal management in Jamaica. Results show that tourists are more willing to pay for an "environmental tax" than a general "tourism development tax". The study found that an environmental surcharge of US$2 per person could generate $3.4M per year for management with 0.2% rate of decline in tourist visitation. Negative impacts from the imposition of additional taxes on annual tourist visitation rates could be minimised by providing information on how the revenues from the tax will be allocated for management activities.