MONTEGO BAY — Under bright spotlights and on stage at Iberostar Selection Rose Hall Suites – fully operational, incidentally – a powerhouse team of Jamaica’s tourism leaders proclaimed loud and clear that, as promised, Jamaica is officially back in action for tourism.

The big announcement came this past Saturday at a major press conference to announce the country’s official return to the global tourism arena following the passage of Hurricane Melissa last October.

Jamaica’s Minister of Tourism, Edmund Bartlett, first floated the Dec. 15 timeline  in the very early days, less than a week after Melissa struck.

“When he announced that date to us, the day after Melissa hit, we all scratched our heads wondering how we were going to manage it – and we did it!” rejoiced Christopher Jarrett, president of the Jamaica Hotel and Tourist Association (JHTA), speaking before some 70 tour operators, hoteliers and media reps including Profession Voyages, part of the Travelweek Group, along with other suppliers invited for the occasion.

“After the hurricane, we had three airports closed; three days later, Kingston’s Norman Manley International Airport reopened, and shortly afterward it was Ian Fleming Airport in Ocho Rios welcoming flights again, before Montego Bay followed suit,” said John Byles, president of the Jamaica Recovery Task Force (JRTF). “And since the hurricane, we’ve recorded 300,000 arrivals and stopovers!”

Established in the immediate aftermath of Melissa, the JRTF crisis unit was created to get Jamaica’s tourism industry back on its feet as quickly as possible.

Christopher Jarrett, President, Jamaica Hotel and Tourist Association (JHTA)

“A MIRACLE”

“It truly is a miracle that we were able to reopen so soon,” said Jessica Shannon, also a member of the JRTF.

“Hurricane Melissa is the worst ever to have hit Jamaica – and even the world,” she added. “But it served as a reminder that we are the most resilient people on the planet.”

Even though downed power poles and hanging wires can still be seen here and there around Montego Bay, most electricity has been restored across the country, and no fewer than 82% of public services are operational. This includes all areas where Jamaica’s resort complexes are located, all of which also have access to water.

“And as of today, 70% of the island’s hotel rooms are available to welcome vacationers,” added Jarrett. For a country where 30% of the population depends directly or indirectly on tourism, this is more than good news.

TEAMWORK & RESILIENCE

In the view of all the stakeholders present on the Iberostar’s stage, the cornerstone of such a rapid recovery lies in the partnerships forged among all tourism players.

“The secret ingredient in Jamaica’s tourism recipe is undoubtedly teamwork,” said Shannon. “And Jamaica showed such a positive vibe after Melissa that its attitude was rewarded. Everyone who comes to stay here will meet the most resilient people on Earth!”

“Our welcoming attitude has never wavered,” said Jarrett. “Hospitality and tourism are part of our DNA, and today a new chapter is opening for Jamaica’s tourism industry.”

The press conference concluded with a spirited speech by Minister Bartlett, a seasoned politician and orator who could never be accused of lacking charisma.

“Wherever you go in the world, the first image people have of Jamaica is big smiles, which are the radiant expression of our personality,” said the minister, with a big smile himself, by way of introduction.

The statesman – Barlett has served as Minister of Tourism for 22 years, and he’s been a parliamentarian for 40 – first highlighted the efficiency of everyone involved in evacuating, without incident, the 25,000 tourists on the island when Melissa struck. “In seven days, we were able to repatriate each and every one of them without a single injury,” he said with satisfaction.

Other speakers yesterday returned the compliment: “Without his leadership, we wouldn’t be where we are today!” In times of crisis, having an experienced captain at the helm is both reassuring and effective.

Minister Bartlett emphasized how the devastating passage of Hurricane Melissa unleashed a wave of solidarity: significant financial resources, from both the public and private sectors, were quickly made available to the industry.

In addition to the recently announced $1 billion support fund (60% public, 40% private), several initiatives bolstered the collective effort, such as Harmonies for Hope, a benefit concert held in Toronto last week that raised an additional $2.3 million.

Tourism officials, government ministers, dignitaries and more shared updates on Jamaica’s tourism industry

RETURNING HOME

Beyond this surge of goodwill and empathy, now it’s time to restart the tourism engine so it can sustain itself.

“Without COVID and Hurricane Melissa, Jamaica would already have reached the milestone of five million visitors per year,” said Minister Bartlett. “And now, the best way to achieve that – and to help Jamaica – is to ensure that tourists return in large numbers, as soon as possible.”

Lead image caption: Jamaica’s Minister of Tourism, Edmund Bartlett, speaks at a press conference at Iberostar Selection Rose Hall Suites in Montego Bay on Dec. 13, 2025 (all photos courtesy Gary Lawrence)