Couples Resorts and Jamaica Tourist Board Showcase the Island’s Recovery to Advisors

In the wake of Hurricane Melissa, Jamaica has shown incredible resilience in rebuilding and revitalizing its tourism industry. To highlight this recovery, Couples Resorts and the Jamaica Tourist Board invited a group of 12 travel advisors to the island, showcasing that Jamaica is back and ready to warmly welcome visitors once again.

Each participant was invited to contribute US$100 to the Issa Trust Foundation, and many went further by bringing food supplies, blankets, school materials, and feminine care products. Joining the FAM were Shelby and Adam Hayes from Travel VIP, Klaudia Cicillova, Mark Brick and Fauzia Nazarali from Travel Beyond Boarders, Kimberly  and David Muller from Travel Best Bets, Pamela Durocher and Chelsie Muller from Travel VIP and Marlene Nowensky from Swan Valley Travel.

The group departed Toronto aboard WestJet and arrived in Jamaica on Tuesday, December 2, checking into the lush and intimate Couples Sans Souci. The group was joined by Garfield Collins, Director of Strategic Accounts North America, and Pauline Pigott, Vice President at Couples Resorts for a site inspection of the property that spans 35 acres yet feels intimate and serene.

“Agents loved the gardens, the beach,” Emilie Giguère, Business Development Officer, Jamaica Tourist Board told us. “They loved the size of the rooms and their locations. It is a very intimate resorts even if located on 35 acres, you don’t feel it’s that big.”

Next up was a visit to Couples Tower Isle, where agents toured three room categories and enjoyed an outstanding buffet lunch. The resort’s private island featuring an “au naturel” beach was a favourite. The group also visited Riu Ocho Rios, touring four room categories, and were pleased to see the resort operating at high occupancy—a reassuring sign of strong demand.

That evening, advisors were joined by Pierre Bataglia, formerly General Manager at Couples Sans Soucia for a farewell dinner at 8 Rivers Fine Dining at Couples Tower Isle, before the night concluded with a powerful live performance by a Jamaican artist whose emotional tribute to her homeland deeply moved the group.

Other stops included Ocean Coral Spring and Ocean Eden Bay, where three room categories were showcased. While one building had sustained minor hurricane damage—specifically balcony windows and some jacuzzis—the group was assured all repairs would be completed by December 15.

Next came Iberostar Resorts, with inspections at JOIA and Iberostar Suites, where nearly full occupancy was welcome news. The journey continued to Riu Resorts in Montego Bay, where agents toured two room categories at Riu Montego Bay, two at Riu Palace, and one at Riu Reggae. A common concern—aircraft noise—was quickly dismissed with aircraft sounds barely noticeable and lasting only seconds outdoors.

A visit to the stylish S Hotel Montego Bay followed. Advisors praised its meticulous attention to detail, prime location, and beach reminiscent of St. Tropez, with many surprised to learn this property is Jamaican-owned and recognized as one of the World’s Leading Boutique Hotels.

After sunset, the group arrived at Couples Negril for a festive Christmas-themed Jamaican dinner before heading out the next day for a site inspection at Couples Negril and Awhile Villas. The three-bedroom villas feature lush gardens, excellent location, and flexibility—ideal for long stays and also bookable as an all-inclusive option.

At Couples Swept Away, agents toured two room categories and explored what makes this resort a standout for active travellers. With facilities for tennis, racquetball, pickleball, squash, swimming, and cycling, it’s a dream for sports enthusiasts.

The final site inspection was at Riu Tropical Bay, where agents viewed one room category. The resort’s relaxed vibe, prime beachfront location, and the return of Riu Parties the following week were met with enthusiasm.

“One of the highlights of this trip for the agents was the catamaran tour we’ve done of the Negril Coast offered by Couples Resorts,” said Giguère. “We went all the way to see Rick’s cafe and the lighthouse. Then they swam into caves and saw the magnificent sunset.”

For the JTB, this FAM trip was more than education; it was a reminder of why Jamaica continues to resonate with travellers with its warmth, authenticity, diversity of product, and genuine hospitality.

All agents were sad that this short trip was coming to an end.  They all promised to come back and to continue selling Jamaica,” added Giguère.