Jamaica’s Comeback shows Travel Advisors the Island’s Resilience

Nearly 400 travel advisors and industry partners gathered at Sandals Dunn’s River in Jamaica last week, for the “Back to Jamaica” trip, marking the island’s first major event since Hurricane Melissa. Designed around the theme Resilience, Readiness, Return, the four-day FAM highlighted the destination’s rapid recovery and reaffirmed that Jamaica is fully open for business.

Spearheaded by Adam Stewart, Executive Chairman of Sandals Resorts International (SRI), the visit aimed to give agents firsthand confidence in the island’s readiness.

“Seeing is believing,” Stewart said. “Much of Jamaica was largely unaffected, and it is important that you come and see it. When you walk the roads, meet the people, visit the attractions, and feel the spirit of this island for yourself, you know it. Jamaica has never looked more beautiful, and the gratitude of our people has never been stronger.”

For many agents, the return felt like a homecoming. Familiar Canadian advisors reunited with resort staff and colleagues they had last seen before the category 5 hurricane, underscoring the strong personal bonds that tie the travel trade to Jamaica.

“Landing in Jamaica, I expected to see much worse,” said Stephanie Edwards of The Travel Agent Next Door in Glencoe, ON. “Seeing the flowers and trees coming back to life made me so happy. The colours, the energy, the people—everything reminded me of why travellers fall in love with Jamaica.”

Karla Amaya of Sunset Travel Ltd. in Saskatoon shared a similar reaction, reinforcing the sense of optimism among the group. “As soon as we landed, I felt a wave of relief. I expected far more damage. It reminded me how resilient this island truly is, and how ready it is to welcome travellers back.”

Highlighting the significance of the event, Maureen Barnes-Smith, Vice President of Sales and Marketing for Unique Vacations Canada, spoke about the meaningful opportunity it provided for agents to witness Jamaica’s readiness.

“For me, the value of this event was truly priceless. Bringing agents to the destination so they can see and feel for themselves that Jamaica is open for business makes all the difference. I spoke to so many agents who told me, ‘I’m so happy I came, now I can confidently tell my clients that Jamaica is ready.’ That kind of firsthand reassurance is something you simply can’t measure. It’s priceless.”

During an in-person town hall, Stewart praised the united effort of Jamaica’s government, private sector and international partners in restoring normalcy quickly across the island.

He also confirmed that resorts in Ocho Rios and Negril, including Sandals Dunn’s River, Sandals Royal Plantation, Sandals Ochi, Sandals Negril and Beaches Negril, are on track to reopen with full services starting on December 6.

Additionally, Sandals’ three other Jamaican resorts: Montego Bay, Royal Caribbean and South Coast are scheduled to reopen on May 30, 2026.

Stewart emphasized that while Sandals is proud of its role in Jamaica’s recovery, the focus is always on the island as a whole. “We don’t view this as Team Sandals, we view it as Team Jamaica first. All. Day. Long.”

Story by Deepi Harish

In the photos 

TOP Photo 

Adam Stewart and Gary Sadler (credit – Deepi Harish) 

SECOND Photo 

The Jamaica Tourist Board’s Donovan White addressing travel advisors (credit – Sandals) 

THIRD Photo 

Stephanie Edwards (credit – Sandals) 

FOURTH Photo 

Maureen Barnes-Smith with Deepi Harish (credit – Deepi Harish)