On Location: Jamaica highlights culture, nature & recovery

From May 3 to 10, the Jamaica Tourist Board (JTB) hosted Canadian media in Jamaica for its Mega FAM 2026, with PAX reporting from the destination. 

The Mega FAM brought roughly 100 international guests to the island, with different itineraries designed to showcase several sides of Jamaica.

The group explored Kingston and the Blue Mountains before continuing on to Port Antonio and Ocho Rios.

The itinerary showed how much Jamaica offers beyond the beach, while also providing a chance to assess the destination’s recovery after the hurricane.

Seven months after the storm, several stakeholders interviewed pointed to a gradual return of international visitors. 

While some markets have temporarily slowed, bookings are gradually picking up, supported by promotional campaigns and efforts to reassure travellers.

In the regions visited, including Kingston, Port Antonio and Ocho Rios, traces of the hurricane were virtually nonexistent. 

Largely unaffected, these destinations continue to welcome visitors as usual, with attractions, hotels and excursions fully operational.

A Jamaica focused on recovery and the future

During the trip, PAX also had the opportunity to speak with Jamaica's minister of tourism, the Honorable Edmund Bartlett, who expressed confidence in the recovery of the tourism sector.

According to Bartlett, 85 per cent of visitors return to Jamaica, drawn by what he sums up in three words: "food, music and love."

The minister also emphasized the destination's resilience following the hurricane.

"In the five days following the hurricane, we were able to repatriate 25,000 tourists who were in Jamaica, an unprecedented feat for a small country like ours," he said. 

“Three weeks later, we were already able to announce to the world that we would reopen on December 15th, barely six weeks after the hurricane. We reopened on December 15th and, in the six months following the disaster, we welcomed over a million visitors.”

Bartlett also highlighted several projects aimed at modernizing Jamaica’s tourism experience, including new road infrastructure, a new airport planned near Falmouth, the development of luxury yachting and efforts to reposition destinations such as Montego Bay and Port Antonio.

According to Bartlett, these investments will allow visitors to reach major tourist areas more quickly from Kingston and Montego Bay. 

He also mentioned the development of a large medical campus around Cornwall Regional Hospital in Montego Bay, which would increase capacity and emergency services for both residents and visitors.

The minister also put forward the concept of "destination assurance," which he described as the promise of a safe, seamless and worry-free visitor experience.

Kingston: Music, heritage and the Blue Mountains

The trip began in Kingston, Jamaica’s cultural capital and main urban centre.

Less touristy than the northern seaside resorts, Kingston is also a strategic entry point, thanks to Norman Manley International Airport, and an ideal base for exploring the nearby Blue Mountains.

The program included an immersion in musical history and the local arts scene, with visits to Tuff Gong Studio, founded by Bob Marley, and the Bob Marley Museum, located in the artist's former residence.

A stroll through the creative district of Water Lane offered a more contemporary look at Kingston through its murals and artistic energy.

The next stop was the Blue Mountains, famous for its coffee and panoramic views. 

Perched high above the city, Strawberry Hill is a luxury boutique retreat offering sweeping views of Kingston and a wellness-focused atmosphere, offering a glimpse of Jamaica’s upscale side. 

In Kingston, the group stayed at The Jamaica Pegasus Hotel, a centrally located property in the New Kingston district.

Popular with business travellers and groups, the hotel offers comfortable rooms, several dining options and a large outdoor pool.

The group also spent one night at ROK Hotel Kingston, a newer contemporary hotel located on the waterfront. 

A member of the Tapestry Collection by Hilton, it offers elegant rooms and a rooftop infinity pool.

Port Antonio: Jamaica's more secluded side

Less well known than Montego Bay or Negril, Port Antonio is located on the northeast coast of the island. 

This wilder region appeals to travellers with its lush landscapes, unspoiled beaches, including Frenchman's Cove, and peaceful atmosphere.

A cultural immersion at the Charles Town Maroon Council offered an opportunity to discover the history and traditions of the Maroons, including demonstrations of Kromanti music and dance.

In Port Antonio, the group stayed at Geejam, a boutique hotel tucked into the jungle between the mountains and the sea. 

Known for its exclusive but relaxed atmosphere, the property is also home to an internationally recognized recording studio that has hosted artists including Drake, Harry Styles and Rihanna.

Ocho Rios: From resorts to waterfalls

The final stop on the trip was Ocho Rios and its well-known Dunn's River Falls. 

The program included a catamaran cruise with Chukka Adventure along the coast, with swimming and snorkelling before reaching the falls.

Not far from Ocho Rios, the group also visited Green Grotto Caves, a network of limestone caves that combines natural formations with local history.

In this region, the group stayed at Couples Tower Isle, an adults-only all-inclusive resort. 

The property offers several restaurants, a spa, water sports, a private beach and a small island accessible by boat. 

Couples Resorts is known for its personalized service and intimate atmosphere, making it a strong option for romantic getaways and honeymoons.

The trip wrapped with a farewell party in the hills above St. Ann, about 45 minutes from Ocho Rios, attended by Edmund Bartlett. 

The event included Jamaican cuisine, dancing and a fire show.

A destination with many sides

The trip showed a Jamaica that extends well beyond the all-inclusive resort model, with Kingston, Port Antonio and Ocho Rios each offering a different side of the destination.

From music and food in Kingston to boutique stays in Port Antonio and resort product in Ocho Rios, the island gives advisors more to work with than a standard beach vacation.

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