Adam Stewart announces Beaches expansion plans at Made of Caribbean launch

During the launch event for Sandals Resorts’ new global Made of Caribbean campaign last night, executive chairman Adam Stewart took to the stage to announce a series of US$1 billion expansion plans and developments slated for its family-oriented Beaches Resorts brand, doubling its footprint within the next five years.

“It gives me great honour and privilege to start off by saying that in my home country of Jamaica – I’m a sixth generation Jamaican – we’ll be building two new Beaches Resorts in Jamaica,” Stewart shared at the event space where the walls from floor-to-ceiling were illuminated with imagery and video footage from the new campaign. “We’re going to hop on a flight just one hour from Jamaica, or 40 minutes from Miami, to the incredible archipelago of Exumas in the Bahamas. We acquired a five-year old Four Seasons Resort, we ran it as a Sandals Resort for many years and are converting it to a Beaches Resort. Beaches is our family brand. Beaches Exuma has already started construction.”

Stewart also shared that they are building a 600-room, 1.2 million square ft. Beaches property in Barbados, a destination that already features both Sandals Barbados and Sandals Royal Barbados. This comes on the heels of the newly announced Treasure Beach Village expansion in Turks and Caicos, set to open in Spring of 2026 on a 100-acre beachfront area on Grace Bay.

“As a family from the Caribbean, we have a deep love for our islands, and it’s incredibly gratifying to draw inspiration from our guests,” said Stewart. “Our growth strategy is rooted in meeting their wants, with the importance of family time being at the core of our brand’s DNA. We know that now, more than ever, families are prioritizing connection and seeking enriching, multigenerational vacations. We are committed to not only meeting this demand but going above and beyond to wow them with new product offerings and provide unforgettable shared experiences.”

While the launch was held at Hall des Lumières in New York, there was a strong showing of Canadians in attendance including Maureen Barnes-Smith, vice president of sales & marketing for Unique Vacations Canada; Dina Bertolo, VP product development at Air Canada Vacations and Nino Montagnese, VP of Air Canada Vacations. Talk of the event was also that Sandals was eyeing a second resort in St. Vincent, following the successful launch of Sandals St. Vincent and the Grenadines.

Notably, the new Made of Caribbean campaign also features the voice of none other than C.J. Smith, the director of sales for Unique Vacations Canada.

Stewart noted that the Made of Caribbean campaign was two years in the making and captures the essence of Sandals 2.0, which encompasses the evolution of the brand since it first debuted in 1981, “which was the best year ever because it was the year I was born, but it was also the year that Sandals Resorts was born.”

“We will continue to invest in the islands and the archipelago of the Caribbean,” he shared, adding that the company and the new campaign are committed to the Caribbean and showcasing what sets the destination apart from any other region in the world. “Every day we get up, we try and outperform whatever happens anywhere in the world and prove that what is, and of, and from the Caribbean can stand on the world stage. And hence, we are launching tonight officially, our global ad campaign called Made of Caribbean.”