TORONTO — A dreary sky quickly transformed into a delightful burst of sunshine, welcoming participants to the 16th annual Jam-Walk in Toronto this past Saturday.

Held at the Palais Royale on the city’s waterfront, this annual 5km walk and brunch event, organized by the Helping Hands Jamaica Foundation (HHJF), drew over 100 participants.

Among them was a strong turnout from the travel trade community, who laced up their shoes to support and collaborate with the Jamaica Tourist Board (JTB) and other contributors, including Travelweek.

How enthusiastic are the advisors about this annual event? Very, said Angella Bennett, Regional Director for Canada for the Jamaica Tourist Board.

“Advisors are eager to check if the event website is up, when registration opens, and they are forming groups for donations while also involving clients to raise awareness,” Bennett told Travelweek.

Marlene Peters from Exclusive Travel is one of these enthusiastic agents. As part of this year’s JTB team, Peters has participated in the event for the past four years.

Speaking to Travelweek, she expressed her passion for supporting HHJF and making a positive impact as her motivation for returning along with her travel colleagues year after year.

Cecilia Russell, a TTAND advisor now completing her fifth year, told Travelweek how she has taken extra measures by donating to HHJF with every Jamaica booking and raising awareness among her client base.

What initially started with five advisors quickly grew to 50, with Bennett referring to the travel community as the event “superstars.” She added: “Ten agents also participated in the school build in St. James last year, further connecting them to the community and giving back to the destination.”

The JTB has been a Jam-Walk event sponsor and maintained a strong presence for several years, supporting educational initiatives for young people in Jamaica. Bennett is also an active HHFJ board member.

“HHJF is impacting the community and the community that needs it most,” said Bennett. “Many of these children will become tourism ambassadors for Jamaica. We are always grateful to be a part of this association and the incredible work they do on the island.”

HHJF NEW INITIATIVES

The foundation is excited to announce its plan for its 28th new school build in St. Elizabeth, Jamaica, scheduled for January 2026. This initiative also coincides with the HHJF’s milestone 20th anniversary.

Additionally, a restoration project will run concurrently at an existing school, Park Mountain, which HHJF built initially in 2014.

As HHJF celebrates 20 years of transforming communities across Jamaica, there is still some availability to join them on the landmark 20th Anniversary Voluntourism Trip in Treasure Beach from Jan. 5-11, 2026. This unique opportunity will bring together over 50 passionate donors and supporters from North America to build a new school and create lasting change.

MORE LIFT, MORE OPTIONS

JTB has much to celebrate these days aside from its 70th milestone year showcasing its long-standing success and, most recently, the signing of the fastest man in the world, Usain Bolt, as Jamaica’s global ambassador.

Notably, Jamaica is becoming more accessible for winter 2025-2026, thanks to the launch of two new direct routes and increased flight frequency on existing services at Montego Bay’s Sangster International Airport (SIA).

Air Canada is expanding its footprint in Jamaica by launching new nonstop flights from Ottawa and Halifax. This makes Jamaica more accessible for travellers from Canada’s capital region and Atlantic provinces.

“We are excited to share that this winter, we are already up 12% in airlift,” says Bennett. “We have close to 35,000 additional air seats to last year, and we’re still building.”

With new hotel builds underway and older hotels under renovation, “Jamaica is poised for what’s coming next. From Canada, we are on point to our goal of 500,000 visitors,” added Bennett.

Travel advisors interested in supporting HHJF can obtain information on donations, the annual Jamrock gala or how to participate in the 20th anniversary volunteerism trip by visiting helpinghandsjamaica.com.