KINGSTON — “Jamaica is not one chapter: it’s an ongoing story and you will tell our story to the world,” said Edmund Bartlett, Minister of Tourism for Jamaica, addressing Canadian and American media at the historic Pegasus Hotel, during the Jamaica Tourist Board’s recent Mega FAM.

Bartlett shared details on how his government has focused on recovery after the detrimental effects of Hurricane Melissa, affecting 1.5 million Jamaicans and resulting in losses equaling approximately US$10 billion.

Boasting an enviable statistic – that 45% of all visitors to Jamaica become repeat visitors – Bartlett emphasized the impact of tourism on his island nation, as one million travellers chose Jamaica for their vacation in the past six months since Hurricane Melissa. “There is now a reimagining of Jamaica, creating new highway systems, new maritime experiences, building a new airport in Negril and the development over the next five to 10 years of 15,000 hotel rooms,” he said.

Jamaica will be the first country to offer destination assurance, a national travel policy to guarantee safe, seamless and high-quality visitor experiences. Additional plans in the works include the addition of a medical campus in Montego Bay and to make Port Antonio a new luxury destination.

With 60+ media and content creators from Canada, the U.S. and Europe sent to explore Kingston, Port Antonio and Ocho Rios, the Jamaica Tourism Board honed an itinerary of idyllic experiences, starting in its capital city.

Jamaica’s Minister of Tourism Edmund Bartlett (second from right) with the Courtleigh Hospitality Group’s Maurice Bryan, Celia Steele and Nicola Madden-Greig

THE CULTURE TRAIL 

Kingston has shed its stereotype of a gritty port to showcase its cultural heritage. The downtown Kingston Arts District features over 50 murals, detailing vibrant history and spotlighting a lengthy list of musical performers and star athletes. Walking tours are offered by Kingston Creative, a non-profit organization dedicated to the arts being used for social and economic transformation.

Kingston also features to two iconic experiences: the Bob Marley Museum and Tuff Gong Studio. During the museum tour, stories of Marley’s life – from childhood to superstar – are shared, with guides encouraging sing-a-longs of Marley’s best-known songs while also seeing memorabilia from his music career.

Tuff Gong was built by Rita Marley after her husband’s death, a contemporary recording studio used by several members of the Marley family, Lauryn Hill, Burning Spear and Snoop Dogg, highlighting historic photography and colourful murals. Visitors will see original recording equipment from Marley’s lifetime, learn about vinyl production in the pressing plant and learn of the extensive legacy of Bob Marley.

Two hours from Kingston in the Blue Mountains, Charles Town residents share the history of their people, formerly enslaved during the colonial period. Stories are shared during a museum tour which includes drumming demonstrations, dance performances and traditional food.

THE LAIDBACK LIFE

Two and a half hours from bustling Kingston is the beach area of Port Antonio, where the Jamaica’s government-initiated infrastructure master plan will include new highways and resort development. Tucked into the lush rainforest is Geejam Hotel, a tranquil boutique property opened in 2008, overlooking the Caribbean Sea. Originally a recording studio founded in an old villa, co-owners Jon Baker and Steve Beaver expanded Geejam Studios to become hoteliers.

Featuring a modern recording studio (used by The Rolling Stones, Alicia Key and Amy Winehouse), Geejam includes two premium villas, four treehouse cabins and 12 rumba rooms, named for Jamaican musicians. Accommodation includes historic Jamaican photography and contemporary art, and access to a terrace restaurant/bar, infinity pool and access via stairs to a private beach.

Two more hours along the coast leads to Ocho Rios, well-known to Canadian vacationers and home to Dunn’s River Falls and Park, perfect for adventurous clients seeking ziplining, waterfall climbing and beach time. Excursions from Chukka Adventures include catamaran adventures, snorkelling along the coastline and descending into the Green Grotto Caves to see natural formations and learn how the caves were used by locals to battle colonial invaders.

Couples Resorts has two all-inclusive properties in Ocho Rios: Tower Isle and Sans Souci, with playful contemporary decor and friendly staff. The historic hotel leans into the beach vibes with rooms wrapped in white decor, mint green accents and rattan furniture, direct beach access and a private island. Bonus: the Sans Souci property was featured in two James Bond films – Dr. No (1962) and Live and Let Die (1973).

CLOSING NIGHT

In the lush hills above Ocho Rios, the Mega FAM participants gathered under the golden glow of the setting sun to celebrate a week exploring Jamaica with chilled cocktails, tasty cuisine and dance music.

Jamaica’s Minister of Tourism Edmund Bartlett praised the media as “…in a true sense ambassadors of Jamaica,” and thanked the media and travel advisors for supporting his island. One Love indeed.

Lead image caption: Jamaica’s Minister of Tourism Edmund Bartlett speaks to media at the JTB’s Mega FAM (all FAM photos courtesy Waheeda Harris)