MADRID, Spain — Jamaica has emerged from FITUR 2026 with significant advancements in its tourism sector reconstruction, marking a strategic shift from mere recovery to purposeful rebuilding. During the three-day international tourism fair, the Jamaican Ministry of Tourism secured critical partnerships, accelerated reopening timelines, and gained international recognition for its resilience leadership.
Tourism Minister Edmund Bartlett announced Jamaica’s proactive approach to infrastructure development, stating: “We are inviting investment from CAF (Development Bank of Latin America) and private-sector partners to accelerate resilient infrastructure and a reimagined tourism product. Resilience now forms the foundation of investor confidence and community protection.”
Key negotiations with major hotel chains Grupo Piñero and Hyatt addressed the economic impact of approximately 1,000 closed rooms in Montego Bay. Practical solutions were outlined, including skilled labor mobilization, improved import logistics, and administrative measures. Both parties agreed to prioritize earlier reopening schedules where feasible, with follow-up visits planned to confirm property-specific timelines and expansion plans.
The most significant development occurred on the final day when UN Tourism designated Jamaica as the world’s official tourism resilience hub. This global endorsement recognizes Jamaica’s leadership in crisis preparedness and recovery management. Minister Bartlett presented the country’s recovery case, highlighting national stability and the disciplined response to Hurricane Melissa, which left 1.5 million people without basic necessities for nearly 60 days.
Jamaica’s resilience leadership extends to the establishment of February 17 as Global Tourism Resilience Day, with observances planned next month in Nairobi, Kenya.
Separate negotiations with Bahía Príncipe yielded a phased reopening strategy targeting 50% of room capacity (approximately 650 rooms) by May, with full restoration expected by November. Jamaica advocated for earlier openings where possible, emphasizing employment and economic benefits.
Simultaneously, Jamaica strengthened airlift and marketing coordination with TUI, focusing on digital marketing strategies and emerging platforms. Tourism Director Donovan White emphasized: “Recovery requires both demand and supply—inventory must return, but confidence must return faster. We’ve strengthened partnerships to keep Jamaica visible and bookable as rooms come back online.”