Jamaica Is “Bouncing Forward:” Tourism Minister Rallies Travel Advisors in Toronto

Jamaica is counting on Canadian travel advisors to help drive its tourism recovery, with approximately 400,000 airline seats available from Canada this winter and a renewed push to rebuild the destination following Hurricane Melissa.

That was the message from Jamaica’s Minister of Tourism, the Hon. Edmund Bartlett, who addressed 300 travel advisors and tourism stakeholders at a Jamaica Tourist Board (JTB) Destination Update Seminar in Toronto at Woodbine Banquet Hall on Friday (Oct. 23).

The event brought together Canadian travel professionals and tourism partners to hear the latest destination updates, learn about Jamaica’s recovery efforts and explore opportunities to boost winter bookings.

“Melissa was able to bend us, but it could not break us. We are not bouncing back; we are bouncing forward,” Minister Bartlett said in a press release issued after the event.

The Minister said Jamaica is using the rebuilding process as an opportunity to modernize its tourism infrastructure, improve visitor experiences and emerge as a stronger, more competitive destination.

Hotels and attractions are being restored and renovated, with improvements designed to enhance the overall visitor experience.

According to the JTB, approximately 80 per cent of Jamaica’s hotel rooms are now operational. Between January and August 2026, the island welcomed more than 2.34 million stopover and cruise visitors.

Turning Airline Seats Into Bookings

With approximately 400,000 airline seats scheduled from Canada for the winter season, Jamaica is focused on converting that capacity into actual visitor arrivals.

“Our priority now is to work together to turn those seats into bookings,” Bartlett told seminar attendees.

The Minister emphasized the importance of partnerships with Canadian travel advisors, tour operators and airlines in maintaining consumer confidence and supporting Jamaica’s tourism-dependent businesses and communities.

Donovan White, Jamaica’s director of tourism, echoed that message.

“The engagement with our loyal travel advisors and diaspora community reinforces the confidence they have in the destination which will help in our mandate of converting 400,000 airline seats to booking out of Canada for the Winter season,” he stated.

White also emphasized the destination’s commitment to rebuilding.

“Jamaica remains committed to delivering exceptional visitor experiences while building a stronger and more resilient destination,” White added. “Our recovery is an opportunity to emerge even stronger.”

Angella Bennett, the JTB’s regional director for Canada, said the engagement has helped build momentum ahead of the busy winter travel period.

“Our advisors are excited and ready to sell Jamaica for the Winter season and this engagement has amplified their passion for the island.”

She also acknowledged the important role Canadian advisors continue to play in Jamaica’s recovery.

“Our Canadian travel advisors are invaluable partners in Jamaica’s recovery,” Bennett said. “Their confidence and continued support will help drive winter bookings and ensure more Jamaicans benefit from tourism.”

Infrastructure Improvements on the Horizon

Beyond restoring hotels and attractions, Jamaica is looking at longer-term infrastructure improvements designed to make travelling around the island easier.

Among the projects outlined by Bartlett are improved road connections along Jamaica’s north coast, particularly between Ocho Rios and Sangster International Airport in Montego Bay, where congestion can affect travel times.

Other proposals include new aviation facilities near Little London and Vernamfield, as well as an airstrip in the Treasure Beach area.

Upgrades are also underway at Jamaica’s existing international airports to improve passenger capacity and movement.

Bartlett also identified technology as a priority, including the use of digital systems and biometrics to streamline airport processing and reduce waiting times for arriving travellers.

“After a long flight, visitors want to reach their hotels and the beach quickly,” he said.

The Minister encouraged Canadian travel advisors to keep clients informed about Jamaica’s recovery and experience the destination’s evolving tourism offerings firsthand.

Celebrating Jamaica’s Canadian Community

The Toronto seminar was followed by a celebration recognizing the Jamaican diaspora in Canada and its contribution to the island’s tourism industry.

Bartlett acknowledged the community’s role in maintaining cultural connections, promoting the destination and supporting Jamaica’s continued growth.

“You are more than ambassadors of our culture. You are family, partners in our progress and an essential part of Jamaica’s future,” he said.

The two Toronto events were part of the JTB’s broader efforts to strengthen relationships with the Canadian travel trade and maintain Jamaica’s visibility ahead of the winter season.

Western Canada Up Next

The JTB’s Fall Destination Update Seminar series continues this week with three stops in Western Canada:

Calgary: Monday, October 26, at The Westin Calgary Airport.

Edmonton: Tuesday, October 27, at Delta Hotels Edmonton South.

Winnipeg: Wednesday, October 28, at RBC Convention Centre.

Each event begins at 5:30 p.m. and includes a trade show, networking opportunities, dinner and presentations from the JTB and its tourism partners.

For more information, got to visitjamaica.com.