Jamaica sent a powerful message to the travel industry this past week: the island is moving forward—and ready to welcome visitors back.
Nearly 400 travel advisors and industry partners gathered at the newly reopened Sandals Dunn’s River for Sandals Resorts International’s four-day “Back to Jamaica” immersion event, the first major industry gathering since Hurricane Melissa. The advisor-only program showcased Jamaica’s rapid progress, the strength of its tourism community and the critical role advisors play in driving the island’s recovery.
Sandals announced plans to begin welcoming guests back to Jamaica on Dec. 6, 2025. After a comprehensive post-storm assessment across its eight Jamaican resorts, the company confirmed that Sandals Dunn’s River, Sandals Royal Plantation, Sandals Ocho Rios, Sandals Negril and Beaches Negril would reopen in early December with all facilities and amenities fully restored.
The remaining three resorts—Sandals Montego Bay, Sandals Royal Caribbean and Sandals South Coast—are undergoing more extensive repairs.
Holiday Spirit & Ready for Your Clients
The resort, festively adorned for the holidays, welcomed guests with its signature warm service, elevated dining experiences and a lively atmosphere. Travel advisors also experienced the island off-property through Island Routes excursions, including a catamaran snorkeling charter, a Mystic Mountain adventure, immersive activities at Yaaman Adventure Park, such as ATV and buggy tours, aviary visits, Blue Hole exploration, ziplining and the Chukka Seville Horseback Ride ’n’ Swim.
With five Sandals and Beaches resorts reopening, the event focused on the crucial role travel advisors play in bringing clients back to Jamaica.
“Seeing Is Believing”
At the cornerstone business session, SRI Executive Chairman Adam Stewart underscored why bringing advisors to the island was so important.
“Seeing is believing,” Stewart said. “Of course I can stand on a stage and say Jamaica is ready, but when you walk the roads, meet the people, visit the attractions and feel the spirit of this island for yourself—you know it. Jamaica has never looked more beautiful, and the gratitude of our people has never been stronger.”
Stewart noted that while some areas sustained damage, much of Jamaica remained unaffected, and the rapid recovery was made possible by extraordinary teamwork across communities, government and tourism partners.
Donovan White, Director of Tourism for the Jamaica Tourist Board, praised the island’s tourism workers and Sandals staff for their efforts in making the “Back to Jamaica” event a success.
“I want to take this opportunity to salute the people of Jamaica—especially the workers in our tourism industry,” White said. “To get us where we are today—just 38 days after the storm—has taken unrelenting work from day one.”
He also emphasized the critical need for travel advisors to support the island economically. “We’ve appreciated the support and generosity shown to Jamaica, but what we need now is business. The best way to help Jamaica is to send your clients here.”
Advisors as “Demand Creators”
Speakers highlighted that travel advisors are essential to accelerating the island’s recovery.
“Travel advisors play an essential role in telling Jamaica’s story,” said Gary C. Sadler, Executive Vice President of Sales & Industry Relations at Unique Vacations Inc. “Bringing you here created a meaningful opportunity to reconnect with the island you love. Together, we share the responsibility of caring for guests, reassuring them, and inspiring them to come back.”
ASTA President & CEO Zane Kerby echoed that sentiment. “Every time you share Jamaica’s story—every itinerary, every honeymoon, every family reunion—you’re supporting small businesses and families across the island. Your role has never been more important. Responsible tourism is what will truly help Jamaica recover.”
The Human Side of Recovery
One of the most emotional moments of the event came during an update from Heidi Clarke, Executive Director of the Sandals Foundation, who highlighted the next phase of relief: supporting Jamaica’s children.
“Our priority was immediate relief, but now our focus is on the children,” Clarke said. “We want our children back in environments that are clean, safe and joyful—places where they can once again experience learning, laughter, a hot meal and begin to heal.”
Local schoolchildren later took the stage, serenading the audience with a moving rendition of One Love, a vivid reminder of the community spirit that continues to drive the island’s recovery.
As the four-day event concluded with a celebratory beach party, the message to travel advisors was clear: Jamaica is open, Jamaica is ready, and advisors are essential partners in bringing the island back to the forefront of the global tourism map.
For more information, visit sandalsfoundation.org.
