KINGSTON, JAMAICA — Jamaica is using its post-hurricane recovery as an opportunity to reset and strengthen its tourism sector, positioning resilience and long-term sustainability at the centre of future growth.
Speaking to media in New York this week, Jamaica’s Minister of Tourism, Edmund Bartlett, outlined an ambitious post-hurricane recovery strategy that focuses on innovation, workforce support and infrastructure renewal as the island continues to welcome visitors.
The category 5 Hurricane Melissa brought sustained winds of 185 miles per hour in October 2025, an intensity never before seen in Jamaica or the Caribbean. Despite the severity of the storm, Bartlett emphasized that the destination remains safe, secure and welcoming for visitors.
“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,” he said.
Bartlett added the recovery effort goes beyond restoring the sector to pre-storm levels. “As we chart the course forward for Jamaica’s tourism sector, we are not simply seeking to return to where we were,” said Minister Bartlett. “We are reimagining what our industry can be – stronger, more sustainable, and better equipped to weather any storm that may come our way.”
The recovery framework includes strengthening infrastructure in vulnerable areas, reimagining resort development with more dynamic experiences, and creating new townships in coastal regions such as Black River. Environmental sustainability and workforce development are also key pillars as the sector adapts to climate change and evolving traveller expectations.
“Our workers are at the core of our recovery strategy as we provide support through relief initiatives and training to help them get back to their livelihoods. They will be at the forefront of our storytelling and high touch service for new and returning visitors in this post hurricane period,” said the Minister.
Market diversification is another priority, with Jamaica continuing efforts to expand into emerging regions including Latin America and the GCC.
“This reimagining is about future-proofing Jamaica’s most vital economic sector,” Minister Bartlett emphasized. “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.”
More than 70% of Jamaica’s hotels have reopened, with all airports and cruise ports fully operational. Attractions and tours are also welcoming visitors as the government works alongside industry partners and local communities to advance the recovery plan.
Lead image caption: Minister of Tourism Edmund Bartlett (centre-right) and Deputy Director of Tourism, Americas, Philip Rose (back-centre) with top trade and consumer media in New York, Jan. 15, 2026
