Purpose: The purpose of this study is to explore heritage tourism within the framework of ethnic identity by examining tourism as a tool for promoting ethnic identity and traditions of the Maroons in Jamaica. Methods: Qualitative research using in-depth interviews was used to collect relevant data. The findings were analyzed using the deductive thematic analysis approach and discussed within the theoretical framework of ethnic identity. Results: A major deduction of the study is that there are factors that either hinder or promote the Maroon's identity and traditions. The study concludes that the Maroon's ethnic identity can be promoted through ethnic tourism which is a form of heritage tourism. This form of tourism facilitates the showcasing of their traditions which is consequently passed on to the younger generation for posterity. Implications: The findings will be very resourceful to the Maroon communities in Jamaica and across the Caribbean, especially in terms of best practices in preserving their heritage and ethnic identity. It will also inform government and other tourism stakeholders as to their role in providing the necessary resources to enable the preservation of the Maroon's ethnic identity and traditions.