TORONTO — Jamaica set the stage for ACTA’s latest Immersive Destination Experience, welcoming 30 Canadian travel advisors for five days of exploration and learning.

With support from the Jamaica Tourist Board, Sandals Resorts and Air Canada, the program gave advisors a firsthand look at the island’s culture, attractions and resorts, while reinforcing Jamaica’s position as a top-selling Caribbean destination.

ACTA’s Immersive Destination Experiences are designed to transform the traditional FAM by combining experiential learning with social media marketing. By working closely with destination partners and suppliers, ACTA aims to provide advisors with the tools, knowledge and confidence to better serve their clients.

Dan Hamilton, Sales Manager, Jamaica Tourist Board, said: “We want to ensure travel advisors are empowered with firsthand destination knowledge and unique experiences to provide them the resources, information and contacts they need to confidently advise their clients. The professional travel advisor remains the primary conduit of business to Jamaica and so we stand by our travel advisors and support them in any way we can.”

The program was hosted on Jamaica’s north coast at Ocho Rios, where advisors stayed at Sandals Dunn’s River and spent their days immersed in the history and culture of authentic Jamaica. Excursions included visits to Seville Great House, Laughing Water Falls and the renowned GoldenEye resort.

“Simply put, travel advisors are the lifeblood of Sandals Resorts and have been for over 40 years. The chance to partner with ACTA and showcase the Sandals product, especially in our backyard of Jamaica, has been invaluable,” said C.J. Smith, Director of Sales, Unique Vacations Canada Inc., an affiliate of the worldwide representative of Sandals & Beaches Resorts. “For many of the participating advisors, this was their first Sandals experience and I’m absolutely certain that they’re leaving with a newfound sense of confidence in selling Sandals Resorts and reaping the many benefits available to them in doing so.”

In addition to exploring Sandals Resorts, the group participated in educational sessions hosted by the Jamaica Tourist Board, Sandals Resorts, Air Canada and ACTA. The sessions gave advisors access to up-to-date information, resources and contacts that will support their client relationships and future bookings.

A standout feature of the experience was the integration of social media. Advisors were presented with daily challenges that encouraged them to leverage Jamaica and Sandals Resorts as a backdrop for creating digital content. By blending destination education with storytelling online, ACTA is setting a new standard in travel advisor training while giving advisors the opportunity to strengthen their digital presence.

For many participants, the opportunity went beyond resort tours and training sessions. Travel advisor Dave Berry said: “This FAM has been such a valuable experience because it incorporated the history and culture of Jamaica – it was much more than just touring rooms. It gives you the confidence to sell the destination, not just a resort.”