Jamaica Reopens to Tourists as Sandals Leads Recovery Push
Sandals Resorts International sent a strong message of confidence to the global travel industry last week, hosting a large-scale “Back to Jamaica” immersion event that underscored the island’s recovery and readiness to welcome visitors following Hurricane Melissa.
Nearly 400 travel advisors and industry partners gathered at Sandals Dunn’s River for a four-day experience designed to showcase Jamaica’s resilience and operational recovery. The event was held just ahead of the December 6 reopening of several Sandals and Beaches Resorts properties in Ocho Rios and Negril.
Of Sandals’ eight resorts in Jamaica, five are now open and welcoming guests, including Sandals Dunn’s River, Sandals Royal Plantation, Sandals Ocho Rios, Sandals Negril, and Beaches Negril. Sandals South Coast, Sandals Royal Caribbean, and Sandals Montego Bay sustained the most hurricane damage and remain temporarily closed.
Sandals Resorts International Executive Chairman Adam Stewart told attendees during a town hall session that the three closed properties will return stronger than before. He confirmed that Sandals plans to invest more than USD150 million to upgrade and reimagine the resorts as part of what the company calls its Sandals 2.0 vision.
The town hall featured leaders from across the tourism and aviation sectors, including Jamaica Tourist Board Director of Tourism Donovan White, ASTA President and CEO Zane Kerby, Sangster International Airport CEO Shane Munroe, American Airlines commercial leadership, and executives from Sandals, Unique Vacations, and the Sandals Foundation.
White highlighted the speed and coordination of Jamaica’s recovery, noting that within 40 days the country prioritized safety, restored infrastructure, and communicated transparently with global markets. Power and water restoration has reached roughly 80 percent nationwide, with hotel capacity steadily increasing. More than half of Jamaica’s hotel rooms are currently open, with projections reaching nearly 70 percent by the end of December and 80 percent by the end of January.
Munroe confirmed that Sangster International Airport in Montego Bay is fully operational and ready for the winter travel season, emphasizing its role as the gateway for more than 70 percent of visitors to Jamaica. Airlines have maintained service, with additional routes planned for 2026 and beyond. American Airlines noted it was the first carrier to resume flights following the storm and continues to operate the largest schedule to the island.
Throughout the event, speakers emphasized the vital role travel advisors play in Jamaica’s tourism recovery. Executives from Sandals and Unique Vacations stressed that bringing advisors to the island was essential to restoring confidence and encouraging bookings. Advisors participated in excursions, resort tours, and community experiences, and were encouraged to share real-time updates with clients and followers through social media.
ASTA’s Kerby underscored that responsible tourism remains the strongest driver of long-term recovery, helping restore jobs, support small businesses, and rebuild communities faster than any other form of assistance. Unique Vacations CEO Jeff Clarke urged advisors to “sell with a purpose,” encouraging continued advocacy for Jamaica alongside charitable initiatives.
The event also generated tangible support, with more than USD35,000 raised for the Sandals Foundation through advisor and industry donations to aid recovery efforts. Advisors echoed the call to action, emphasizing their responsibility to share firsthand experiences and reassure travelers that Jamaica is open, vibrant, and ready.
Tourism leaders were clear in their message: while donations and volunteer efforts are appreciated, the most meaningful way to support Jamaica is by traveling, booking vacations, and encouraging clients to return. As White noted, converting empathy into sustained tourism demand is essential to protecting livelihoods across the island.
Related News: https://airguide.info/category/hotel