VIDEO: PAX in Jamaica – Minister Edmund Bartlett, JTB’s Angella Bennett share tourism recovery update

“The best way to help Jamaica right now is to send your customers here,” said Nersi Rodriguez, director of sales at Iberostar Rose Hall – a three-hotel complex in Montego Bay, Jamaica.

That message resonated loudly during PAX’s visit to Jamaica from Dec. 13–18, a timely trip, organized by the Jamaica Tourist Board (JTB), to witness firsthand how the island is rebounding after Hurricane Melissa—the strongest storm ever recorded to hit Jamaica.

What we found was a tourism sector not only reopening, but reasserting itself with confidence, resilience and unmistakable Jamaican spirit.

A storm like no other

Hurricane Melissa, a Category 5 system, tore through Jamaica’s southwestern coast on Oct. 28 with devastating 185 mph winds.

The storm caused severe damage and flooding in select communities, forcing the temporary closure of several tourism entities, particularly in western Jamaica.

READ MORE: On Location: “Open for business”: Jamaica restarts tourism after hurricane, Canadian agents engage

During the week of the hurricane, some 25,000 tourists were repatriated as hotels and resorts shifted immediately into assessment, cleanup and recovery mode.

In response, the Jamaican government and private sector moved swiftly. A Hurricane Melissa Recovery Task Force—comprised of public and private tourism leaders—was formed to prioritize infrastructure repairs and coordinate a unified recovery strategy.

A $1 billion fund was also announced to support affected tourism workers, offering housing assistance, care packages and interest-free loans.

More than seven weeks later, those efforts are clearly bearing fruit. Jamaica officially reopened its tourism sector on Dec. 15, and the comeback is well underway.

Recovery in motion

While visitation numbers dipped in the immediate aftermath of the storm, momentum is rapidly rebuilding.

According to Jamaica’s Minister of Tourism Edmund Bartlett, 71 per cent of Jamaica’s tourism assets are now active—nearly 80 per cent when Airbnb and villa rentals are included.

“When tourism comes back, it comes back in a V-shape. Not a U-shape,” Bartlett said, speaking to delegates at the Iberostar Selection Rose Hall Suites on Dec. 14.

Infrastructure restoration has been equally impressive. Some 80 per cent of the island’s electricity supply and water distribution has been restored since Melissa made landfall, the Minister said.

Tourists, meanwhile, have been steadily returning. Jamaica welcomed 300,000 visitors over the past four weeks, including roughly 7,000 travellers who arrived at Montego Bay’s Sangster International Airport on Dec. 13 alone, said Bartlett.

Regionally, the picture is increasingly bright. Negril experienced “minimal impact,” with all hotels open except Grand Princess and Royalton Negril, Minister Bartlett told PAX.

Montego Bay bears subtle reminders of the storm, such as thinned-down palm trees, but the destination is firmly open for business, with its airport fully operational and cruise ships once again calling.

There are some exceptions to the reopening. Dreams Rose Hall remains under reconstruction, with completion expected between early and late 2026 – Hyatt, in fact, has extended the suspension of operations at seven Jamaica resorts.

Bahia Principe Luxury Runaway is also closed indefinitely. (For a complete list of hotel reopenings, click here).

Ocho Rios, meanwhile, is “100 per cent back,” Bartlett confirmed, with attractions like Dunn’s River Falls fully operational and cruise activity returning to pre-Melissa levels. Falmouth’s cruise scene has also normalized, he said.

Kingston and Port Antonio “were never touched” by the hurricane, the Minister said, while the South Coast reopened on Dec. 20, though Sandals South Coast remains closed as repairs continue.

When asked about a full recovery for Jamaica, Bartlett estimated it could happen between early and late 2027, noting that some hotels are undergoing renovations and will need time to fully return.

Fully open means fully open

A recurring theme throughout PAX’s tour was clarity around what “open” means.

At RIU Hotels & Resorts, there’s no ambiguity. All seven RIU properties in Jamaica are now operating at full capacity, confirmed RIU Jamaica’s Director of Sales Niurka Garcia-Linton.

“Open means fully open,” she told PAX. “Entertainment is back and all à la carte restaurants are open. We had some small damage on the beach in Montego Bay. We lost some sand, but we were able to get it back prior to opening the hotel.”

Across the island, hotel staff were visibly energized—excited to welcome guests once more and committed to restoring operations to full capacity (though it's possible this could vary by property).

“Magic & soul” 

During our visit, PAX toured several resorts that reflect both Jamaica’s diversity and its readiness to receive travellers.

The S Hotels in Montego Bay and Kingston deliver a chic, modern and vibrant blend of Jamaican culture and South Beach style, with crisp white and monochromatic designs, sleek lines, lush local art and bold pops of fiery colour.

Both properties are fully operational and buzzing with renewed energy. 

But challenges persist at the local level. As one room attendant shared with PAX, she has to wake up even earlier for work now because the road out of her community on the outskirts of Montego Bay was destroyed by the hurricane, forcing her to take a longer detour.

"One day at a time," she told us. "There's still life here." 

In Ocho Rios, Sandals Ochi showcased the breadth of its all-inclusive appeal.

The resort offers distinctly different experiences—from the lively Ochi Beach Club with its nightlife and beachfront buzz to the tranquil Butler Village tucked into the hills.

With 16 restaurants, numerous pools and activities like golf and diving, the property is operating as designed.

In Port Antonio, on the northeastern coast of Jamaica, PAX visited one of Jamaica’s most storied hideaways: the Geejam Hotel.

Where do Rihanna, Drake, Beyoncé, and Gwen Stefani vacation in Jamaica? Here. Why? It’s a secluded, rainforest-hugged hideaway…that just happens to house a world-class recording studio.

For the past 20 years, chart-toppers have been quietly (and loudly) making magic here. Alicia Keys lit “Girl on Fire” right on these grounds. No Doubt recorded Rock Steady. Sam Smith arrived a balladeer on holiday and left with a trap track—hello, “Unholy.”

The Rolling Stones, Björk, Gorillaz, the late Amy Winehouse, Harry Styles (“Sign of the Times”? Yep, here), and plenty more have all passed through. If these palms could talk!

Like Kingston, Port Antonio was untouched by the storm, and Geejam’s services and amenities are normal.

“The damage to this end of the island was minimal,” said Steve Beaver, Geejam’s co-owner, speaking with journalists over dinner (oxtail and red snapper), before leading a private tour of that famous recording studio. “The sum total of our loss was one tree down on the beach. We dodged a bullet.”

Even so, the hurricane’s attention on Jamaica affected bookings.

“Initially we had quite a lot of cancellations because people felt guilty about coming because they said, ‘Well, we don’t want to be seen to be flaunting and having a good time when we know that there’s so much suffering going on.’”

Beaver’s response to that?

“Anyone who came at me with that kind of vibe, I said to them, ‘The best thing you can do for Jamaica right now is simply to come because that’s what we need to get the engine moving, to get the wheel turning, and get back up to full speed as quickly as possible,’” he said. “If people don’t come it’s just going to take longer.”

It sounds like visitors are starting to heed that advice.

Geejam typically doesn’t fill up after Christmas. However, “We’re full one week early this year, which is unprecedented,” Beaver said.

“I think what’s happened is that people are realizing we’re still here, that [Jamaica] is still an amazing place, and that it still has magic and soul,” he said.

Beyond Geejam, which has a secluded beach and gentle bay for swimming, a taste of that magic in rustic Port Antonio can be experienced at nearby Frenchman’s Cove, an idyllic beach where the warm waters of the Caribbean Sea meet a cool freshwater river.

Find the swings, hanging over the water, for the ultimate Instagram shot!

Humanity at the heart

It wasn’t just hotels reopening that defined the trip—it was also the humanitarian response still unfolding across the island.

PAX visited World Central Kitchen’s operation at the Montego Bay Convention Centre, where more than 400 volunteers are preparing hot meals rooted in local cuisine, such as curry chicken with rice and peas.

With support from the Sandals Foundation, the convention centre has been transformed into a massive cooking hub, complete with giant paella pans capable of producing 2,000 meals each.

Alongside kitchens in Negril and partnerships with more than 30 restaurants, meals are reaching families in the hardest-hit communities.

“Our policy is to feed people not tomorrow, but immediately,” said Sharon Cunningham, logistics and volunteer coordinator at World Central Kitchen.

Since Hurricane Melissa, World Central Kitchen is approaching the five-million-meal mark, Cunningham said, with Montego Bay operations extended through at least January 2026.

Founded by Spanish-American chef and restaurateur José Andrés, the international non-profit operates on donations.

At the same time, the JTB’s Canada-based team raised funds for hurricane relief through its Harmonies of Hope benefit concert, held December 10 in North York, ON.

Hosted by Canadian rapper Kardinal Offishall and television and digital personality Brandon Gonez (who was also in Jamaica that week, on the media tour), the event impressively generated $2.3 million over a ten-day period.

Bob Marley: One Love

In Kingston, PAX also visited the Bob Marley Museum—the legendary artist’s former home (and 18th century Georgian-style building) and recording studio, and the birthplace of the Tuff Gong record label founded by The Wailers in 1970.

The guided tour, which prohibits cameras and video recording inside the musuem, offers a powerful look at Marley’s legacy, resilience and global impact, from memorabilia-filled rooms to bullet holes left from a 1976 assassination attempt.

It’s a reminder that Jamaica’s story—like its music—is one of endurance, unity and hope.

The standout, without a doubt, was our energetic guide, Ricky Chaplin—a genuine Rastafarian musician, childhood friend of Bob Marley, and the actor who portrayed Marley’s spiritual advisor in the 2024 film Bob Marley: One Love.

On his tour, Chaplin brings the experience to life through stories and even singing.

At one unforgettable moment, he led the group in Marley’s iconic “One Love,” singing with such intensity that the floor seemed to vibrate beneath us.

“When you experience it, you learn a lot about Bob Marley, a lot about reggae music, but also a lot about Jamaican culture,” said Oneika Young, marketing manager for the Bob Marley Museum, sharing insights about the tour.  

How is Bob Marley, who died in 1981 at the age of 36 from a rare form of skin cancer, viewed by Jamaica’s younger generation today?

“A hero,” Young said, highlighting Marley’s talent for challenging the social norms of his era through music rather than violence.

Amid Jamaica’s post-hurricane recovery, the Bob Marley Foundation has provided hundreds of care packages to vulnerable communities, supported farmers in rebuilding their livelihoods, and assisted a school for children with special needs, Young said.

The Jamaica Food + Drink Kitchen in Kingston has also been actively involved in food relief efforts.

This kitchen classroom, notably, is a must-visit for anyone passionate about connecting with local cuisine.

During our visit, we dove into a hands-on cooking class, preparing saltfish fritters, jerk chicken, and coconut callaloo.

Canada shows up

Adding to the momentum, a lively group of nine Canadian travel advisors were also on the island that week, participating in the “One Love Affair Humanitarian FAM.”

The recovery-focused trip, bringing together the JTB’s top 50 producers from Canada, the U.S. and the U.K, served as a special edition of the tourist board’s annual “One Love Affair.”

This year, the focus shifted toward rebuilding Jamaica’s image as a safe, welcoming and ready destination.

The Canadian group, in partnership with the Helping Hands Jamaica Foundation, also visited children at Lower Buxton Primary and Infant School in St. Ann—a school built by Helping Hands 13 years ago.

The Jamaica Tourist Board teamed up with Global Medic to provide food and emergency kits, while travel advisors contributed school supplies and Christmas gifts for more than 100 children.

The JTB’s Angella Bennett, regional director for Canada, said her territory continues to play a critical role in Jamaica’s recovery.

“Canada has been a backbone for us,” Bennett told PAX. “It’s our second-largest source market – and Canadians have rallied. We saw it during our Black Friday Sale. There’s a strong pick-up [in bookings] for late December, into January, February and March.”

Additionally: “I can’t thank the tour operators enough,” she said. “Air Canada Vacations, WestJet Vacations, Sunwing…They’ve all rallied to support our communities.”

What does Jamaica’s tourism recovery look like? What message are travel advisors sharing with their clients?

PAX caught up with Edmund Bartlett, Jamaica’s Minister of Tourism, and Angella Bennett, regional director, Canada, at the Jamaica Tourist Board, and Nova Scotia-based Sharon Loppie of TravelBug Travel, in Montego Bay to learn more.

Watch the interview here!

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