Within this article, we convey ideas about stereotypes and ethnic supremacy that many university students tend to hold about Jamaica and the challenges of disabusing travellers of these notions and to achieve educational goals related to equity, diversity and inclusivity. We explore the concept of the "tourism imaginary" and key ideas in critical pedagogy, critical literacy and critical race theory that guided our course development, and we explain how we used these concepts as a framework for building intercultural competence within our student population. By addressing the complexities of Jamaica's transnational cultural identity and using tourism to deconstruct the idea of experiencing an "authentic" Jamaica, this two-part immersion course works to shift student consciousness from racial and ethnic superiority to a place of intercultural competence.