In a powerful demonstration of resilience and readiness, Sandals Resorts International (SRI) hosted a major industry gathering in Jamaica last week, sending a clear message to the world: the island is prepared to welcome travelers back in full force.
The special “Back to Jamaica” immersion event brought nearly 400 travel advisors and industry partners to Sandals Dunn’s River for a four-day experience to show the island’s recovery following Hurricane Melissa. The celebration took place just ahead of the December 6 reopening of Sandals and Beaches Resorts properties in Ocho Rios and Negril.
Sandals has eight total resorts in Jamaica, and five of them officially opened back up and welcomed guests this weekend. Sandals Dunn’s River, Sandals Royal Plantation, Sandals Ocho Rios, Sandals Negril and Beaches Negril are open and ready for guests.
Sandals South Coast suffered the most damage from the Hurricane and will remain closed along with Sandals Royal Caribbean and Sandals Montego Bay.
Adam Stewart, Executive Chairman, Sandals Resorts International, told the audience during a town hall session that these three properties will be “Sandalized” and come back stronger and better than before.
Sandals plans to spend more than $150 million in elevating these properties, “transforming them into what we call Sandals 2.0,” Stewart said.
Additional speakers during the town hall included Gary C. Sadler, Executive Vice President of Sales & Industry Relations at Unique Vacations Inc.; Zane Kerby, President & CEO, ASTA; Jeremy Jones, SRI Managing Director for Jamaica; Donovan White: Director of Tourism, Jamaica Tourist Board; Shane Munroe, CEO, Sangster International Airport, Montego Bay; Alexandre Cavalcanti, Commercial Director, LATAM & Caribbean for American Airlines; Heidi Clarke: Executive Director, Sandals Foundation; and Jeff Clarke: CEO, Unique Vacations.
The Message from Jamaica Leadership: Resilience and Readiness
“Jamaica has shown not just resilience but will power that is unbelievable,” White said, pointing out how the island nation has come together in under 40 days. They focused on the health and safety of their residents and guests in those first seven days, then the tourist board created a new website to inform the world of essential information.
In fact, Sandals could have opened the Dunn’s River property three weeks ago. However, Stewart noted how vital it was that his employees were taken care of first, and their livelihoods were ok.
White also provided updates on where things stand now, saying they are at 80 percent power and water restoration across Jamaica.
“Today as I stand here, we have 55 percent of rooms across Jamaica open and doing business,” White said. “68 percent by the end of December, and by the end January that number will be 80 percent. Those numbers could not be possible anywhere else, and that’s the resilience. Our attractions are open, our tours are happening, our hotels are open for business and ready to serve.”
White went on to describe how he’s had to continuously remind people the geography of Jamaica and how much of Jamaica was saved from the worst parts of the hurricane.
Sangster International Airport in Montego Bay did get hit by the hurricane, but as Munroe told the crowd, it is ready for travelers.
“Here I can say, as CEO of MBJ, the airport is open and ready for business. It is ready for this winter season. We have challenges that we have had to overcome, but we understand that it’s a gateway to tourism in Jamaica. Over 70 percent of tourists that travel to this country comes through Sangster International.”
Munroe went on to talk about how all the airlines are still operating here and that new routes will be debuting in 2026 and beyond.
Cavalcanti followed and told the crowd how American Airlines was proud to be the first airline to resume flights to Jamaica, and that American Airlines continues to send the most flights to the island, showcasing the belief the airline has in Jamaica’s resilience and readiness.
“There is no storm that will stop Jamaica,” said Stewart. “The spirit of our people, the warmth of our welcome, the beauty of this island — none of that was washed away. To every travel advisor here: go home and tell the world what you saw. Tell them Jamaica is ready, and we cannot wait to welcome them back.”
Travel Advisors: The Key to Sandals and Jamaica’s Recovery
Opening the town hall, Sadler stressed the importance of the travel advisor community’s role in helping Jamaica’s tourism recovery.
“Travel advisors play an essential role in telling Jamaica’s story,” said Sadler. “Bringing you here created a meaningful opportunity to reconnect with the island you love. This is your customer and our guest; together, we share the responsibility of caring for them, reassuring them and inspiring them to come back to Jamaica.”
The team at Sandals and Unique Vacations had around two weeks to put together this elaborate event with nearly 300 travel advisors attending from the United States, Canada, and Latin America.
“This entire event is for the travel advisor community,” Stewart said. You’ve always stood by us, and you’re standing by us again.”
The event kicked off with a welcome party, followed by a day of fun excursions courtesy of Island Routes, showcasing attractions around the island are open for business.
Advisors were encouraged to post to social media so their clients could see that Jamaica is indeed back and ready for them.
“The single strongest course for long-term stability is a healthy flow of responsible tourism,” said Kerby. “Every time you tell Jamaica’s story, every client and itinerary, every honeymoon and family reunion drives economic lifelines for small businesses and individuals here on the island. Your role has never been more important, making your advocacy for this island at this moment so crucial. Travel will restore jobs, rebuild communities, and accelerate recovery faster than any other kind of intervention.”
And it’s the travel advisor that will help lead the charge in getting more tourists to visit Jamaica.
UVI CEO Jeff Clarke delivered an urgent message to the advisors in the audience and to those watching Sandals’ live stream:
“I want you to go home and sell with a purpose,” Clarke said, playing off the “Pack with a Purpose” initiative that Sandals set up for advisors to bring gifts and school supplies when they came down.
“Sell with a focus, partner with us to sell Jamaica,” Clarke said. “Continue to do your pack with a purpose and continue to encourage your guests to pack with a purpose, but the best thing you can do when you get home is to sell with a purpose. That will be the perfect way to help.”
Between ASTA’s donations and from several advisors on site, the group raised over $35,000 for the Sandals Foundation to help aid Jamaica’s recovery during the “Back to Jamaica” event.
One of those advisors was Megan Hill, CEO of Destination Fun Travel out of Kansas City. Hill was given a chance to speak briefly and issued a challenge to the advisors listening.
“This is where I challenge every single one of you in the crowd,” Hill said. “It is up to us to take this message back through our clients, through social media, and we need to let them know that Jamaica is back.”
How You Can Help Jamaica
In November at TravelPulse’s annual Travvy awards in Fort Lauderdale, Florida, Philip Rose, deputy director of tourism for the Jamaica Tourist Board, said Jamaica does not need any more thoughts and prayers; it needs money and business.
White echoed these sentiments to the crowd during the town hall.
“From a tourism perspective, we have seen and appreciated and thank everyone here for all the support of the things, all the gifts that you have given to the Jamaican people,” White said. “But I also want to say, quite firmly, what we want now is business. What we want now is for you to help convert pity and empathy into the transition between supporting lives and the livelihoods in general. So we say, the best way that you can support Jamaica today, and going forward, is to send your business here.
Providing donations is great, but the way to truly help the most will be choosing to travel to Jamaica and spend your money here. Bringing supplies is of course welcomed, as is volunteering to help where needed once on the island.
“I think we as a community of travel advisors have a great opportunity to organize service in a way that will give clients not only a great time here, but it also gives everyone a great story they can go and tell everyone when they get home,” Kerby said. “The good news is that Jamaica has, is, and will remain one of the top aspirational places for Americans to visit.”
So, come visit and spread the word that Jamaica is open and ready for tourism. (https://www.travelpulse.com/news/hotels-and-resorts/jamaica-is-open-for-tourism-sandals-resorts-hosts-back-to-jamaica-event)
