“Jamaica is open!” JTB brings spirit of renewal and 400,000 seats to Canada's travel advisors

"Jamaica is open" was the resounding message for travel advisors who lined up well before the doors opened for the Jamaica Tourist Board’s (JTB) fall destination update in Toronto on Friday (Oct. 23).

Nearly a year after Hurricane Melissa struck Jamaica, around 300 travel advisors in attendance had plenty they wanted to hear about, from hotel reopenings and expanded airlift to what their clients could expect on the ground.

The evening brought together 19 local and destination suppliers for a trade show, presentations and dinner. 

Fresh coconut water served straight from coconuts, sugar cane juice and giveaways brought a taste of Jamaica to the gathering as advisors reconnected with destination partners.

Angella Bennett, JTB’s regional director for Canada, said the annual winter destination update was bigger than ever this year.

“We have so much great news to share about Jamaica,” she told PAX, pointing to increased airlift, new airline partners and reopened hotels.

The enthusiasm in the room carried through to the presentations, where Donovan White, Jamaica’s director of tourism, rallied advisors with calls of “Jamaica!” before turning to the destination’s recovery.

“We’re happy that we are open to do business with you and your customers,” he told attendees. "We have taken the time to not just prepare Jamaica to be reopened, but to prepare a better, new, fresh, more beautiful Jamaican tourism product for you and your customers." 

Jamaica's Minister of Tourism, the Hon. Edmund Bartlett, reinforced that message while thanking Canadian advisors for their support.

More airlift, more seats

Minister Bartlett said about 400,000 seats from Canada this winter are set to produce “a new record in arrivals from Canada.”

“Sell, sell, sell,” and “fill the gateways” were among other key messages advisors heard from the stage, with a strong emphasis on filling those seats this winter.

According to the JTB, Canada remains central to Jamaica’s winter tourism plans for the 2026–27 season.

Bennett highlighted expanded connectivity from secondary markets, including Ottawa, London, Halifax and Western Canada, as an important development for the destination.

The arrival of Porter Airlines, with new service to Montego Bay, is another key addition. According to the JTB, Porter’s new direct routes are expected to add nearly 5,000 seats for the winter season.

“The new partner, Porter, brings a whole different client profile to Jamaica, and that is significant,” Bennett told PAX.

Other airlines serving Jamaica include Air Canada, Caribbean Airlines, Flair Airlines, Air Transat and WestJet/Sunwing.

While Flair Airlines already operates flights to Jamaica, Flair Vacations is preparing to launch flight-and-hotel packages that include Montego Bay, giving Canadian travel advisors another option for winter bookings.

Resorts reopening, new developments ahead

On the accommodations front, Minister Bartlett said about 90 per cent of Jamaica’s hotel room inventory is expected to be operational this winter, with the remaining rooms projected to return during the first half of 2027.

Bennett told PAX that about 80 per cent of hotel properties are currently open and ready to welcome guests.

Recovery is about more than reopening hotels, Bartlett told attendees, pointing to renovations, restored attractions and new experiences for visitors.

The return of hotel inventory is giving advisors more options for the winter season.

Sandals Resorts is investing US$200 million in the redevelopment of three Jamaica-based properties. 

Sandals South Coast is scheduled to reopen Nov. 18, followed by Sandals Montego Bay and Sandals Caribbean Cay, formerly Sandals Royal Caribbean, on Dec. 18.

Bahia Principe Grand Jamaica is expected to reopen Dec. 1, while Hyatt Ziva Rose Hall, Hyatt Zilara Rose Hall, Breathless Montego Bay, Secrets St. James and Secrets Wild Orchid are among the properties expected to return in 2027.

The trade show connected advisors with representatives from Couples Resorts, Royalton Hotels & Resorts, Iberostar Beachfront Resorts, Half Moon, The Tryall Club, SeaGarden Beach Resort, Deja Resort and Ocean Signature Resorts, among others.

New developments are also on the horizon, including UNICO 18°77° Montego Bay, a 451-room adults-only all-inclusive resort targeting a March 2027 opening.

Minister Bartlett highlighted further investment plans, including a proposed expansion at Grand Palladium that would add about 1,000 rooms and a casino development planned for the Princess Grand Jamaica property in Green Island, Hanover.

Beyond the all-inclusive

The variety of suppliers also reflected opportunities for advisors to introduce clients to Jamaica beyond its larger resorts.

Bennett pointed to strong interest from families and independent travellers seeking authentic Jamaican experiences, supported by renovated and upgraded accommodations.

Cool Runnings, based in Ocho Rios, promoted sailing and snorkelling excursions, while other experiences highlighted included Dunn’s River Falls, bamboo rafting, the Luminous Lagoon and adventure activities.

Smaller accommodations were part of the conversation too. Intimate Resorts of Negril, an association of 15 boutique properties along Seven Mile Beach and the West End cliffs, includes three all-inclusive properties and 12 European Plan hotels.

The association is planning small-group familiarization trips in 2027, combining stays along Negril’s beach and cliffs to help advisors experience both sides of the destination.

Events such as Carnival, Reggae Sumfest, the Jamaica Blue Mountain Coffee Festival and Reggae Marathon offer further opportunities to build trips around clients’ interests.

Jamaica’s next chapter

Minister Bartlett outlined plans to develop different regions of Jamaica according to travellers’ interests, while expanding tourism’s benefits for local communities.

The north and northwest coasts will remain centres for major resort investment, while the northeast, including Port Antonio, is being positioned for higher-end and nature-based tourism.

The south coast, including Treasure Beach, is being considered for lower-density development and community tourism.

The honourable minister also outlined plans to improve access across the island, including proposed airports at Little London near Negril and Vernonfield in central Jamaica, along with a new airstrip serving Treasure Beach on the south coast.

He pointed to upgrades at existing airports in Montego Bay and Kingston, as well as highway improvements to reduce travel bottlenecks.

Making arrivals easier is another priority, with plans to expand the use of digital technology and facial recognition.

“We know you want to get to your hotel and get to the beach as quickly as possible,” Minister Bartlett told attendees.

Counting on travel advisors

Jamaica's tourism leaders emphasized the importance of Canadian advisors in rebuilding confidence and sustaining visitor demand.

To support them, travel advisors are encouraged to use the JTB's Maple Leaf Room for destination information, training, and FAM trip opportunities, along with the One Love Travel Specialist Rewards Program. 

The JTB team reminded travel advisors to log all of their bookings to ensure they receive full credit and rewards.

Minister Bartlett also spoke about the growing role of artificial intelligence in travel planning, saying technology can provide information, but advisors bring firsthand knowledge and the trust of their clients. 

“I’m here today to reinforce the confidence that we have in you, and to strengthen the trust that you have in us,” he told attendees. “Every visitor that you bring to Jamaica is contributing to this new Jamaica that we’re trying to build."

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