At the 2025 Jamaica Product Exchange, the destination talked about the “Local First” concept, ensuring the island holds a balance between supporting its local people and continuing to welcome additional tourists. Only a month after the conference, Hurricane Melissa hit the island. For the Minister of Tourism, Hon. Edmund Bartlett, the focus remains the same during recovery.
“We have to really deliver to ensure that the recovery does not leave the workers behind,” he said during a press conference at the ALG Vacations Come Back to Give Back Jamaica Voluntourism FAM. “Tourism is not simply having visitors and making sure that they have the best time of their life. ... But it’s also making sure that the people who are the heart of the industry are never left behind.”
The Minister pointed out how tourism plays such a large role in the recovery, noting that it takes more than 175 economic and social activities to satisfy one tourist. “Each tourist engages over 175 skill sets and touch points—from airport operations to hotel services, from transportation to attractions—and at each point, income flows to Jamaicans.”
By the middle of December, less than two months after the hurricane, 70% of hotel rooms were open, and this number is expected to continue increasing throughout winter and spring.
“To think that we had the devastation of a hurricane to the magnitude that Jamaica experienced … and to think that on December 15, 70% of the rooms were available, is such a testament to the spirit of Jamaica, to the people and to their resiliency and their desire to bring the country back as fast as possible, led by the leadership of Jamaica. To me, it was just incredible to witness,” said Jacki Marks, the global head of trade brands at ALG Vacations.
Watch Jacki Marks and Carson Kressley live in Jamaica at RIU Montego Bay
For ALG Vacations, it was important to support the Midwest market and keep the ENVFs operating. “We made the conscious decision to not eliminate the charter. We decided to keep our charter flying despite the fact that there was uncertainty about whether or not we'd be able to fill the plane,” Marks said. “And that's because we believe in the travel agent community. We believe that the travel agent community, if we kept those flights in, would show up for Jamaica.”
And travel advisors have certainly shown up for Jamaica. According to the Minister, advisors have secured more than 23,000 room nights valued at approximately $8 million.
During the ALG Vacations FAM, a group of 100 travel advisors had site inspections at more than 10 properties throughout the destination, including Montego Bay, Ocho Rios and Negril. They saw firsthand that the island is successfully hosting visitors, and many of the properties had 60-80% occupancy.
“I've been very appreciative of the fact that the hotels have taken the time to make their hotels not just open, but make them better,” Marks said. “So these renovations also should bring back the clients to be able to see the hotel not just open, but to really experience it in a refreshed and renovated style.”
To stay up to date on hotel openings and see footage directly from the destination, advisors can visit the ALG Vacations Jamaica Recovery page.
“With continued collaboration and your unwavering commitment, I am confident that our tourism sector will not only recover but emerge stronger than ever before,” said the Minister when addressing travel advisors. “My thanks to you is about that one tourist that you made come to Jamaica—so that over 175 skill sets and social and economic touch points could be engaged, and at each point money flows into our economy.”
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