Sandals Dunn’s River Welcomes Travel Advisors Back to Jamaica

Kristi Upton, CEO and concierge vacation planner at AdventurUS Travel, has visited Jamaica seven times in 2025. It’s a top destination for her agency, and she’s made close connections with team members and managers on the island.  

So, when Upton was invited to return post-Hurricane Melissa for Sandals Resorts’ “Back to Jamaica” event, it was important for her to attend, both professionally and personally. Upton told Travel Market Report that she now feels more ready to sell the destination again – and a closer bond with the people of the country. 

“I cannot even begin to explain the smiles and genuine excitement of people when we arrived as the first people back on resort in 38 days,” she said.  

Upton was one of nearly 400 travel advisors and industry partners who visited Sandals Dunn’s River from Dec. 3 to 6 for an immersive experience that included give-back activities, Island Routes excursions, visits to local attractions, and presentations from local and industry leaders.

It was the first large-scale industry gathering in Jamaica since Hurricane Melissa wrought damage to parts of the island, and it came right as Sandals reopened five Sandals and Beaches Resorts in Ocho Rios and Negril on Dec. 6. Travel advisors got to be the first ones to stay at Sandals Dunn’s River upon reopening. 

At the event, Donovan White, director of Tourism at the Jamaica Tourist Board, told advisors that “the vast majority of Jamaica is open, vibrant and eager to welcome visitors.” 

Other speakers – including Adam Stewart, Sandals’ executive chairman; Gary C. Sadler, executive vice president of sales and industry relations at Unique Vacations Inc.; and Zane Zerby, American Society of Travel Advisors’ president and CEO – emphasized the impact travel advisors can have in helping the island’s tourism bounce back. 

“Your role as demand creators has never been more important,” Kerby told the audience. “Every itinerary you build, every honeymoon or family reunion you plan, sends economic lifelines rippling throughout Jamaica. Travel restores jobs, rebuilds communities, and accelerates recovery faster than anything else. Keep telling Jamaica’s story.”   

During the trip, travel advisors not only embarked on catamaran cruises and visited places like Dunn’s River Falls, Mystic Mountain, and Yaaman Adventure Park, they also contributed to Jamaicans in need who are still struggling with the storm’s aftermath. Upton brought donations, including items collected at her child’s middle school, to a Sandals staff member’s community in Jamaica via the Sandals Foundation. 

“‘Pack for a Purpose’ for the Sandals Foundation and stuffing Christmas stockings for local children were powerful reminders that tourism can be a force for good,” Upton said.  

Sandals Foundation Executive Director Heidi Clarke also spoke at the event, after receiving a standing ovation for her tireless work during this time, and said the focus is now to get Jamaica’s schools open and return children to “normalcy, learning, hot meals and love.”  Afterwards, schoolchildren sang a moving rendition of “One Love” onstage. 

“Experiencing that energy on the ground strengthened my commitment as a travel advisor to advocate for Jamaica, to confidently reassure clients, and to help drive travel back in a meaningful way,” Upton said. “It reminded me that travel isn’t just about vacations. It’s about people, livelihoods, and connection, and Jamaica embodies all of that in a powerful way.”