Jamaica’s tourism industry is demonstrating remarkable resilience as it rebounds from Hurricane Melissa’s impact, with officials projecting a strong winter season performance. Tourism Minister Edmund Bartlett unveiled the nation’s recovery strategy during a keynote address to nearly 100 travel advisors and industry stakeholders at Apple Leisure Group Vacations’ welcome dinner at RIU Montego Bay Resort on January 31.
The minister revealed that Jamaica’s approach mirrors its successful COVID-19 pandemic response, emphasizing consistent messaging and strategic coordination. Bartlett recalled how the creation of ‘resilient corridors’ during the pandemic enabled controlled reopening from Negril to Port Antonio, providing the template for current recovery efforts.
Following Hurricane Melissa, authorities implemented a targeted assessment and recovery plan involving property visits and a unified communication strategy centered on the message: ‘Jamaica is open for business.’ This coordinated approach has yielded significant results, with the majority of hotels and attractions now operational and over 500,000 visitors recorded in January alone.
Bartlett confirmed that only eight hotels remain temporarily closed while repairs continue, including at the Princess Grand Jamaica Resort. The minister expressed confidence in achieving winter season targets running from December 15, 2025, through April 2026, noting that 71% of tourism assets were restored by December 15.
Jacki Marks, Global Head of Trade Brands at ALG Vacations, emphasized the importance of firsthand experience for travel advisors, describing the four-day visit as a confidence-building initiative. She acknowledged the emotional impact of Hurricane Melissa on Jamaica, which represents a crucial market for ALG, and praised the island’s generosity and resilience.
The ‘Advisors in Action: Come Back to Give Back’ event highlighted tourism’s rebuilding momentum and the essential role travel partners play in sustaining Jamaica’s economy during recovery efforts.