Jamaica’s tourism sector is moving forward with an ambitious recovery strategy centered on resilience, sustainability, and long-term innovation, even as the island continues to assess the impacts of Category 5 Hurricane Melissa.
Speaking to media in New York this week, Jamaica’s Minister of Tourism Edmund Bartlett, outlined a framework that looks beyond short-term recovery and toward a more durable future for the country’s most vital economic engine.
The island got another boost this week when the US State Department lowered its traevl advisory for the island.
Hurricane Melissa delivered sustained winds of 185 miles per hour, with gusts reaching 252 miles per hour, making it one of the most powerful storms ever recorded in the Caribbean. Despite the unprecedented intensity, Bartlett said Jamaica’s standing as a trusted, high-value destination remains firmly intact.
“When we have mega disruptions of whatever type, whether weather-related or otherwise, the world recognizes that Jamaica is somewhere to visit, that Jamaica is a safe destination, that Jamaica is secure, and that Jamaica will give them a seamless experience,” Bartlett said.
A Recovery Built on Resilience
At the core of the government’s approach is a commitment to building back in ways that strengthen Jamaica’s infrastructure against future shocks. That includes reinforcing vulnerable areas and rethinking how resort regions and coastal communities are developed.
Bartlett pointed to opportunities to reimagine resort zones with more dynamic, experience-driven tourism offerings, alongside the creation of new townships in coastal areas such as Black River. The goal is to ensure that tourism growth supports both visitor demand and community resilience, while protecting the environments that make Jamaica distinctive.
“As we chart the course forward for Jamaica’s tourism sector, we are not simply seeking to return to where we were,” Bartlett said. “We are reimagining what our industry can be – stronger, more sustainable, and better equipped to weather any storm that may come our way.”
Environmental sustainability is a central pillar of the recovery framework, reflecting the growing realities of climate change and the expectations of today’s travelers. The strategy recognizes that tourism development must align with conservation efforts, from coastal protection to responsible land use, while maintaining the island’s natural beauty.
People at the Center of the Comeback
Bartlett emphasized that Jamaica’s workforce remains the foundation of its tourism success. Relief initiatives and targeted training programs are being rolled out to help tourism workers return to their livelihoods, while preparing them to meet evolving service expectations.
“Our workers are at the core of our recovery strategy,” Bartlett said. “They will be at the forefront of our storytelling and high touch service for new and returning visitors in this post hurricane period.”
The Minister highlighted what he described as Jamaica’s enduring competitive advantage: its people. Alongside strong hotel product and a vibrant cultural atmosphere, Bartlett underscored the role of hospitality as a defining national trait.
“People with hospitality in their DNA—people with a purpose,” he said, pointing to service as a key reason travelers continue to choose Jamaica, even during periods of disruption.
Expanding Markets, Strengthening Demand
Diversification is another major focus of the recovery plan. Jamaica continues to pursue growth in new and emerging markets, reducing reliance on traditional source regions while opening fresh pathways for visitor arrivals.
The Ministry of Tourism is maintaining a strategic push into Latin America and the Gulf Cooperation Council, regions that offer significant long-term potential for airlift, investment, and visitor growth. This broader market approach is designed to strengthen Jamaica’s tourism ecosystem and provide additional stability during global travel shifts.
“This reimagining is about future-proofing Jamaica’s most vital economic sector,” Bartlett said. “We are rebuilding tourism to sustain our people’s livelihoods for generations to come, while preserving the natural beauty and cultural richness that make Jamaica truly special.”
Tourism Operations Moving Forward
Recovery progress on the ground is already visible. More than 70 percent of the island’s hotels have reopened, with all airports and cruise ports fully operational. Attractions and tour operators across the island are welcoming visitors, signaling a steady return to normal tourism activity.
Bartlett said the government will continue to work closely with industry stakeholders, international partners, and local communities to implement the recovery vision. That collaboration, he noted, is essential to ensuring Jamaica’s tourism sector remains adaptive, inclusive, and prepared for future challenges.
Caitlin Sullivan
2026-01-22 00:03:00