Island will Rebuild Better and More Resilient

Pictured: Minister of Tourism, Hon Edmund Bartlett (c-r) and Deputy Director of Tourism, Americas, Philip Rose (c) pause for a photo opportunity with top trade and consumer media at a luncheon to provide recovery updates on the sector in New York on Thursday January 15, 2025.

KINGSTON, Jamaica, Wednesday, January 21, 2025 – Jamaica’s Minister of Tourism, Hon. Edmund Bartlett, has outlined an ambitious recovery strategy for the island’s tourism sector that prioritizes resilience, sustainability, and innovation in the face of evolving global disruptions, the most recent being the passage of category 5 Hurricane Melissa.

The storm brought sustained winds of 185 miles per hour with gusts reaching 252 miles per hour—a magnitude the Caribbean and Jamaica have never experienced. Despite the severity of the storm, Minister Bartlett reaffirmed Jamaica’s position as an irresistible value proposition for visitors worldwide.

“When we have mega disruptions of whatever type, whether weather-related or otherwise, the world recognizes that Jamaica is somewhere to visit, that Jamaica is a safe destination, that Jamaica is secure, and that Jamaica will give them a seamless experience,” he stated.

The Minister highlighted Jamaica’s unique competitive advantages: excellent accommodations, wonderful ambience, and most importantly, “people with hospitality in their DNA—people with a purpose.”

Addressing media in New York yesterday, the Minister said, “As we chart the course forward for Jamaica’s tourism sector, we are not simply seeking to return to where we were,” said Minister Bartlett. “We are reimagining what our industry can be – stronger, more sustainable, and better equipped to weather any storm that may come our way.”

The recovery framework looks at infrastructure resilience to include building back better in vulnerable areas and to reimagine resort areas with more dynamic touristic experiences wand new townships in coastal areas like Black River. It will also look at environmental sustainability, and workforce development. This approach recognizes that the tourism sector must adapt to address climate change impacts and meeting the demands of shifting traveller expectations.

“Our workers are at the core of our recovery strategy as we provide support through relief initiatives and training to help them get back to their livelihoods. They will be at the forefront of our storytelling and high touch service for new and returning visitors in this post hurricane period,” sad the Minister.

Diversification will also be a priority to provide increased opportunities for Jamaica’s tourism in new and emerging markets. On this note, there continues to be a strategic push to tap into lucrative markets like Latin America and the GCC.

“This reimagining is about future-proofing Jamaica’s most vital economic sector,” Minister Bartlett emphasized. “We are rebuilding tourism to sustain our people’s livelihoods for generations to come, while preserving the natural beauty and cultural richness that make Jamaica truly special.”

Over 70 percent of the island’s hotels are opened with all airports and cruise ports fully operational. Attractions and tours are also open for business and welcoming visitors. The Minister will continue to work closely with industry stakeholders, international partners, and local communities to implement this vision. 

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ABOUT THE JAMAICA TOURIST BOARD  

The Jamaica Tourist Board (JTB), founded in 1955, is Jamaica’s national tourism agency based in the capital city of Kingston. JTB offices are also located in Montego Bay, Miami, Toronto and London. Representative offices are in Berlin, Barcelona, Rome, Amsterdam, Mumbai, Tokyo and Paris.

Jamaica is home to some of the world’s best accommodations, attractions and service providers that continue to receive prominent global recognition. In 2025, TripAdvisor® ranked Jamaica as the #13 Best Honeymoon Destination, #11 Best Culinary Destination, and #24 Best Cultural Destination in the World. In 2024, Jamaica was declared ‘World’s Leading Cruise Destination’ and ‘World’s Leading Family Destination’ for the fifth consecutive year by the World Travel Awards, which also named the JTB the ‘Caribbean’s Leading Tourist Board’ for the 17th consecutive year.

Jamaica earned six Travvy Awards, including a gold for ‘Best Travel Agent Academy Program’ and silver for ‘Best Culinary Destination – Caribbean’ and ‘Best Tourism Board – Caribbean’. The destination also received bronze recognition for ‘Best Destination – Caribbean’, ‘Best Wedding Destination – Caribbean’, and ‘Best Honeymoon Destination – Caribbean’. Additionally, Jamaica received a TravelAge West WAVE award for ‘International Tourism Board Providing the Best Travel Advisor Support’ for a record-setting 12th time.

For details on upcoming special events, attractions and accommodations in Jamaica go to the JTB’s Website at www.visitjamaica.com or call the Jamaica Tourist Board at 1-800-JAMAICA (1-800-526-2422). Follow the JTB on Facebook, X, Instagram, Pinterest and YouTube. View the JTB blog at www.visitjamaica.com/blog/