Jamaica Tourism Minister is Optimistic About Island’s Recovery

Tourism in Jamaica is on track to make a close-to-full recovery by the end of 2026, Jamaican tourism officials told a small group of media in New York last week. 

Travel Market Report sat down with Jamaica Minister of Tourism Edmund Bartlett, Director Donovan White, and Deputy Director Phillip Rose to discuss how the country’s tourism is faring just 50 days after Hurricane Melissa struck. The Category 5 storm left significant damage to a third of the island, mainly in the southwestern and northwestern region, while the central and eastern parts came out largely unscathed. 

“People are still without homes in a lot of areas, but their spirit has not been touched,” Bartlett said. “Their hearts and minds might have been bent a little, but never broken, and that is the essence of our recovery.” 

Beyond an unbreakable spirit, the numbers indicate that Jamaica will have a gradual yet definitive tourism recovery within one year’s time. The country bounced back quickly after the Covid-19 pandemic – “Jamaica has been a success story for tourism,” Bartlett said – and is on track to do so once more. 

Before the storm hit, Jamaica was projected to exceed last year’s tourism arrival numbers by 2%. Now, the country expects to be down 20% from last year – totaling a 22% loss in visitors. Looking to the future, the country anticipates a gradual increase in tourist numbers and to be back between 95 to 98% by the end of 2026, White said. 

White added that currently 70% of all hotel rooms are available and selling. Between the numbers trending up and partner confidence, “we are extremely optimistic about having a strong recovery year next year,” he said. 

Bartlett was especially pleased that five large property investors have not shown any signs of pulling back from developments. These include a partnership between UNICO and Hard Rock for one resort and another 1,000-room resort by Palladium Hotel Group, both in Montego Bay, as well as an apartment complex by The Pinnacle in the same area. 

“Four days after the hurricane, the workers were back, and the project is going at pace,” he said of the Hard Rock property. 

As TMR has reported, large parts of the island – including Negril and Ocho Rios – have reopened. Sandals has reopened six resorts, and other popular hotels, such as Jake’s Treasure Beach and The Tryall Club, have recently reopened. 

Meanwhile, there are some hotels – including three Sandals and seven Hyatt properties – that will remain closed for renovations for months to come. This time will allow for Jamaica tourism to build back even better than before, officials said. 

Barlett added that certain towns, such as Black River and Falmouth, will be redeveloped with more efficient tourism infrastructure. He concluded by telling media, “the best way to support Jamaica is to visit.”