Jamaica Reaffirms Tourism Readiness Following Hurricane Melissa
In the wake of Hurricane Melissa, which struck Jamaica as a Category 5 storm on October 28, the nation has been working tirelessly to recover and demonstrate its resilience. With at least 25 fatalities, massive destruction to infrastructure, and significant agricultural losses, the hurricane left deep scars on the island. Yet, leaders in Jamaica’s tourism industry are determined to convey a clear message: the island is ready to welcome visitors again and remains committed to its place as a global travel destination.
A Determined Call for Support
Speaking recently at the Travvy Awards in Fort Lauderdale, Florida, Philip Rose, deputy director of tourism for the Jamaica Tourist Board, made an impassioned appeal for continued support from the travel industry. Addressing an audience of travel advisors and executives, Rose painted a vivid picture of the hurricane’s toll on livelihoods, including that of local farmers like Norris, whose crops had supplied hotels before the storm disrupted his business.
"His name is Norris, and it wasn’t too long ago that Norris was speaking so proudly of his tomatoes, the green onions, the yams – all the things that he grew for his number one client, which was a hotel in Montego Bay", Rose shared. "That hotel that is now closed. So, [Norris] has to figure out a way to tell his daughter, ‘Don’t worry, everything is going to be alright.’"
Rose emphasized the challenges Jamaica faces in rebuilding homes, hospitals, and roads while also urging the travel industry to play a central role in the island’s recovery. "Now I’m going to stand here today, without any embarrassment whatsoever, and say that while we are a country that has historically punched above our weight, while we are a country that has given the world so much, we are hurting right now", he said. "And we are asking you to continue supporting, as I know you have. Continue pushing."
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Efforts to Reopen and Rebuild
Despite the widespread damage, many of Jamaica’s hotels and attractions are already on the path to reopening, signaling the island’s readiness to welcome tourists back. Jamaica’s Minister of Tourism, Edmund Bartlett, recently announced that the nation is on track to be open for this winter’s tourism season, with December 15 set as a key date for the island’s comeback.
"Ocho Rios is the resort area that is most complete in its readiness for both ends of the tourism spectrum – cruise as well as stopovers", Bartlett said. His office also reported that a major hotel in Ocho Rios has already achieved a 40 percent occupancy rate and that the area was expecting 18 cruise ship calls in November.
Several major resort brands are also working quickly to reopen their properties. RIU Hotels & Resorts plans to have all seven of its Jamaica properties operational by the end of the year. Similarly, Sandals and Beaches Resorts have announced that key properties in Ocho Rios and Negril, such as Sandals Dunn’s River and Beaches Negril, will reopen on December 6. Other Sandals resorts that suffered more extensive damage, including those in Montego Bay and South Coast, are scheduled to reopen by May 30, 2026.
A Plea to the Travel Industry
Rose made it clear that while Jamaica is grateful for the support it has received in the form of thoughts and prayers, the nation now needs tangible action to accelerate its recovery. "Ladies and gentlemen, I’m here asking you: Do not pity us…The cup is running over with thoughts and prayers. We’ve received enough of those. We’re grateful for them. But we’ve received enough. We need money and we need business", he said.
He also highlighted the strength and determination of the Jamaican people, declaring, "Jamaica is not closed. Jamaica is hurting, but the healing has already begun."
Before concluding his remarks, Rose returned to the story of Norris, the farmer impacted by the hurricane, and made a heartfelt request to the travel professionals in the room. "Sell us", he urged. "Help us recover quickly. And please allow me the opportunity to call Norris tomorrow morning and tell him that yes, he can tell his daughter that everything is going to be alright."
Looking Ahead
Despite the devastation caused by Hurricane Melissa, Jamaica is committed to showcasing its resilience and readiness. The upcoming winter tourism season will be a critical test, but the combined efforts of the Jamaican government, local businesses, and the global travel industry promise a path toward recovery. As Rose emphasized, the partnership between Jamaica and its tourism partners will play a vital role in helping the island and its people rebuild and thrive once more.
