Jamaica connects with Canadian advisors, diaspora as it gears up for winter season

The Jamaica Tourist Board (JTB) hosted a Destination Seminar in Toronto for Canadian travel advisors and industry and trade partners, followed by a celebration recognizing the impact of the Jamaican diaspora in Canada this past weekend.

Together, the events highlighted Jamaica’s tourism recovery and its commitment to strengthening relationships across the Canadian travel industry.

The seminars gave travel advisors an opportunity to connect with tourism partners and get the latest information to help them plan Jamaican getaways for their clients. They also provided a forum for industry and trade partners to strengthen relationships and share destination news.

The Honourable Edmund Bartlett, Jamaica’s Minister of Tourism, addressed both audiences, sharing the destination’s recovery progress and what comes next. Between January and August of 2026, Jamaica welcomed over 2.34 million 2026 stopover and cruise visitors, and roughly eight in ten of the island’s rooms are now operational.

Airline partners are also working to grow access to Jamaica from Canada. “Our priority now is to work together to turn those seats into bookings,” the Minister told seminar attendees

At the diaspora celebration, the Minister recognized the Jamaican community’s role in keeping Jamaica present in Canada. “You are more than ambassadors of our culture. You are family, partners in our progress and an essential part of Jamaica’s future,” he said.

Donovan White, Director of Tourism said, “The engagement with our loyal travel advisors and diaspora community reinforces the confidence they have in the destination which will help in our mandate of converting 400,000 airline seats to booking out of Canada for the Winter season.”

Regional Director for Canada, Angella Bennett said, “Our advisors are excited and ready to sell Jamaica for the Winter season and this engagement has amplified their passion for the island.”

Bouncing Forward

Minister of Tourism, Hon. Edmund Bartlett, told 300 travel advisors and tourism stakeholders in Toronto, that Jamaica has turned the devastation of Hurricane Melissa into an opportunity to build a stronger, safer and more competitive tourism industry.

Jamaica is preparing to welcome Canadian visitors for the winter season with approximately 400,000 airline seats from Canada.

The significant airlift capacity underscores the strength of the Canadian market and the critical role of travel advisors in sustaining visitor demand, restoring destination confidence and supporting the thousands of Jamaicans whose livelihoods depend on tourism.

The Minister thanked the Canadian travel trade for its continued partnership, emphasizing that Jamaica’s recovery is being driven by the resilience of its people and the commitment of international partners and stakeholders.

“Melissa was able to bend us, but it could not break us. We are not bouncing back; we are bouncing forward,” he declared.

He also told his audience that hotels and attractions are being restored, renovated to deliver improved facilities and enhanced visitor experiences. He stressed that rebuilding also provides an opportunity to address longstanding infrastructure challenges to improve visitor experiences.

Director of Tourism Donovan White reinforced the importance of maintaining confidence in Jamaica’s tourism brand as recovery progresses. “Jamaica remains committed to delivering exceptional visitor experiences while building a stronger and more resilient destination,” White said. “Our recovery is an opportunity to emerge even stronger.”

Angella Bennett, Regional Director for Canada at the Jamaica Tourist Board, thanked the travel trade for its continued confidence in Jamaica and emphasized the importance of keeping the destination top of mind among Canadian travellers. “Our Canadian travel advisors are invaluable partners in Jamaica’s recovery,” Bennett said. “Their confidence and continued support will help drive winter bookings and ensure more Jamaicans benefit from tourism.”

Go to www.visitjamaica.com for more.

In the Photo

Seen here, from l to r, are Oral Chambers – Business Development Manager, Jamaica Tourist Board; Fiona Fennell – Public Relations and Communications Manager, Jamaica Tourist Board; Racquel Queensborough – Business Development Manager, Jamaica Tourist Board; Donovan White – Director of Tourism, Jamaica; Honourable Edmund Barlett – Minister of Tourism, Jamaica; Angella Bennett – Regional Diretor of Canada, Jamaica Tourist Board; Dan Hamilton – Sales Manager, Jamaica Tourist Board.