COME SOON: Confidence Restored by 1st Post-Hurricane Jamaica Tourist Board Fam Trip

Jamaica is flipping the script: forget the vague assurance of ‘Soon Come,’ the message now is ‘Come Soon.’

In other words, Jamaica is back, and the best way to help the island nation recover from Hurricane Melissa is to send your clients.

Travel Market Report Canada travelled with the first Jamaica Tourist Board advisor fam, visiting resorts in Negril and Montego Bay.

For the 15 advisors on the trip – all of them fans of what Jamaica has to offer Canadian travellers — the reassurance of seeing things firsthand was essential.

“I arrived in Jamaica expecting to see disruption across the island,” said Dan Colangelo, Independent Travel Consultant at Travel with Kerry and Dan.

“Instead, we found a destination that’s bounced back with unmistakable Jamaican resilience. Resorts are reopening safely, and the ones already operating are doing it smoothly while keeping that familiar Jamaican energy front and centre.”

“This fam was a real eye opener,” said Linda Hew, Travel Counsellor, Distinguished Travel Service. “From the air and driving from Mobay to Lucea, one would not think that the north coast was hit by a major category 5 hurricane. It was great to see that most of the hotels were up and running (like they were before the hurricane) and that Jamaica is truly open for business.”

Janet Rainhard, from Elite Travel Windsor, says she will have no qualms selling Jamaica following her visit. “I have a few travel agent friends who have messaged me while I’ve been gone and I’ve told them to confidently sell Jamaica and if anybody wants to help just bring supplies down like tarps and tools. Do anything that you can think of to help the locals.”

Rainhard also said that Canadian travel advisors can trust the information coming from the Jamaica Tourist Board, which is not sugarcoating the hurricane’s impact, and promoting only those properties that are truly ready to welcome visitors.

“I have 100% faith in the Jamaica Tourist Board as what they say is correct,” Rainhard said.

The Canadian advisor group stayed two nights at Grand Palladium, between Montego Bay and Negril, and one night at Riu Palace Jamaica, the flagship of three Riu properties in Montego Bay. We toured Couples Negril, Riu Tropical Bay, S Hotel Jamaica, Riu Montego Bay and Riu Reggae.

Of those, all are currently open for business except Riu Reggae, which looks ready to welcome guests on its reopening date of December 10. Occupancy at the various properties we saw ranged from 10% to 70% — many flights are still not operating, so getting to Jamaica remains a challenge, though that is sure to change quickly as positive reports of the industry’s readiness spread.

Event planner Keisha Pinto said there’s nothing like being there to judge whether a destination is ready to welcome groups after a natural disaster as devastating as Hurricane Melissa.

“Being on the ground in Jamaica with the JTB has really opened my eyes. Seeing the island bouncing back in real time is powerful, and it’s already changing people’s mindset when they see what’s really happening on the ground. I’m super grateful for the opportunity to be a part of the FAM supporting, promoting and bringing awareness to the destination,” Pinto said.

Freedom Holidays advisor Jennifer Svoboda stressed that while some areas of Jamaica truly are devastated and will need a long time to rebuild, that doesn’t mean the entire country is out of commission.

“During our stay occupancies were low, however I truly believe that with a busy Christmas season and more and more people coming here and sharing their experience, it will be back to normal sooner than we think. It was rare to see somebody without a huge smile on their face. They were happy to see us coming and supporting their economy and giving them jobs so that they can rebuild.”

TTAND agent Ann Shaw of Ann Shaw Travels said she was moved by the experience of seeing Jamaica in recovery mode. “I will always sell destination Jamaica but I am grateful that I had the opportunity to see what I saw. Jamaica is dear to my heart and I will definitely recommend it now more than ever.”

We’ll give the last word to Colangelo, who summed up the response he will give to potential travellers wary about taking a holiday in a place where many people are struggling to rebuild their lives.

“Jamaica wants visitors back. Tourism isn’t just welcome right now, it genuinely helps. Show up, be patient where it’s needed, and support local businesses when you can. Even small choices make a real difference.”