Bartlett – ‘Melissa tested our strength, but it has not reduced the world’s desire to experience Jamaica’

Pictured: Minister of Tourism addressing Travel Advisors in Winnipeg on Wednesday October 28, 2026, as part of a series of Destination Updates across Western Canada.

KINGSTON, Jamaica; Monday November 2, 2026; One year after Hurricane Melissa struck Jamaica, the island’s tourism sector continues to demonstrate remarkable resilience, with visitor arrivals approaching three million and international demand continuing to support the sector’s recovery. The projected milestone underscores the enduring strength of Brand Jamaica and the determination of tourism workers and stakeholders who have worked tirelessly to restore the sector.

Jamaica welcomed 2.34 million visitors between January and August 2026, generating US$2.5 billion in tourism earnings, according to figures released by the Jamaica Tourist Board (JTB). The performance was achieved while the island continued to operate with reduced hotel room capacity as properties repaired, renovated and upgraded their facilities following the storm.

Up to October, preliminary data shows the island welcomed over 1.8million stopovers and over 900,000 cruise passengers, highlighting a strong pace towards 3million arrivals overall. The island has also earned US 2.9 billion in foreign exchange.

Speaking to travel advisors in Winnipeg on October 28, Minister of Tourism, Hon. Edmund Bartlett, said the progress reflects the extraordinary resolve of the Jamaican people and the continued confidence of travellers and international tourism partners.

“One year after Hurricane Melissa, Jamaica is sending a powerful message to the world: you can disrupt our progress, but you cannot diminish our spirit or our determination to succeed. We have moved from emergency response to rebuilding, from rebuilding to recovery, and now we are setting our sights firmly on renewed growth.

The fact that we are approaching three million visitors is a testament to the resilience of our people, the strength of Brand Jamaica and the confidence that travellers continue to place in our destination.” the Minister declared.

Pictured: Minister of Tourism, Hon Edmund Bartlett, (1^st L) shares a moment with (L-R) Angella Bennett, Regional Director, Canada, Edna Ray, Senior Manger Regional Sales at Air Canada, Dr. Lois Stewart Archer, Hon Consul of Jamaica for Winnipeg and Donovan White, Director of Tourism following a successful Destination Update seminar with Travel Advisors on Wednesday October 28, 2026.

The recovery has been supported by an aggressive international marketing and public relations programme, sustained engagement with airlines and tour operators, and close collaboration with travel advisors and other tourism partners.

One of these critical marketing activations was the recent Western Canada Marketing Blitz that the Minister led to ensure the conversion of 400,000 airline seats to actual booking for the Winter season. These efforts have helped maintain destination visibility, reassure prospective visitors and stimulate demand even as the sector works to restore its full accommodation capacity.

Director of Tourism, Donovan White, said the sustained interest in Jamaica reflects the destination’s distinctive appeal and the JTB’s focused efforts to protect market confidence throughout the recovery. “Our task has been to ensure that the world understands that Jamaica remains open and ready to welcome visitors, while working closely with our industry partners to convert that confidence into bookings. As we approach the three-million-visitor mark, we are focused not only on restoring arrivals, but on building sustainable demand,” White said.

The recovery has also highlighted the importance of tourism to livelihoods across the island, supporting employment and income for hotel workers, attraction operators, craft vendors, transportation providers, farmers, entertainers and small businesses throughout the tourism value chain.

Through the Minister’s Tourism 3.0 agenda, Jamaica is pursuing a more resilient and inclusive model of tourism development, with an emphasis on innovation, stronger local supply chains, workforce development, investment and broader participation in the industry’s economic benefits.

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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, Madrid, Milan, 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/.

For more information about Jamaica, visit www.visitjamaica.com.