“Nearly every flight will return”: Jamaica gears up for “bigger & better” winter in 2026-27

“Jamaica is calling,” said Angella Bennett, regional director for Canada at the Jamaica Tourist Board (JTB).

Roughly five months after Hurricane Melissa, a Category 5 storm, sliced through Jamaica in October, the Caribbean destination continues to steadily rebuild its tourism engine.

The JTB is one of many leading that effort, hosting Canadian travel advisors and media—among them PAX—on the island in December to witness Jamaica’s rebound firsthand, and give back with donations and local school visits.

Now, the message of resilience and renewal extends to the final weeks of winter with the debut of Rhythm on the Rocks, a vibrant celebration of Jamaica’s culture, hospitality, and unmistakable spirit.

Held last Friday (Feb. 27) at the Toronto Event Centre, the inaugural event wasn’t just a cocktail party—it was a lively celebration that sought to capture the heart of Jamaica.

From the moment guests stepped inside the venue, they were transported. The room pulsed with reggae and island beats, lush tropical décor evoked Jamaica’s vibrant landscapes, and spicy Jamaican flavours filled the air.

Attendees sampled jerk chicken served by Chubby's Jamaican Kitchen, while sipping iconic island beverages from beloved Jamaican brands.

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

Rum lovers gravitated to a chic tasting room hosted by Appleton Estate, where expertly crafted pours showcased Jamaica’s rich distilling heritage.

Nearby, Grace offered refreshing coconut water and exotic chips, while bottles of Red Stripe and Dragon Stout beer flowed.  

The evening’s soundtrack was equally jammin, featuring live performances and DJ sets from talents including Agent Sasco, Baby Cham, Spexdaboss, D’Bandit, Steele and emcee Jay Martin.

Ready for travel  

Rhythm on the Rocks was also designed to inspire Canadians to rediscover Jamaica—and to show that the destination is ready for visitors. 

“We want to give Toronto an elevated taste of Jamaica with some of our partners,” Bennett told PAX at the event. “We want to share the warmth and remind Torontonians that they need an island getaway.”

In a designated “Travel Pavilion,” some of Jamaica’s most celebrated hotel brands engaged with guests.

Some of the bold-faced brands included Sandals and Beaches Resorts, Couples Resorts, the GeeJam Hotel, Iberostar, Palladium Hotel Group, The Jamaica Pegasus and the Trident Hotel.

“We’re giving away up to ten trips to Jamaica. We’ve never had an event that gave away so many trips,” Bennett told PAX. “This event is a testament to the resilience, recovery, and confidence we have in our destination, as well as what we aim to showcase."

Rhythm on the Rocks was produced by the JTB in collaboration with Natasha Borata, founder and CEO of The It Factor Ltd., a Toronto-based marketing and event planning agency.

Borata is notably associated with the Helping Hands Jamaica Foundation, a non-profit dedicated to improving education in Jamaica by building schools—an initiative that reflects the deeper connections between Jamaica and Canada.

Recovery accelerating

But behind the island-inspired fun and crispy fritters was a serious message: Jamaica’s tourism recovery is not just underway. It’s accelerating.

“Our winter season runs until April and the recovery has been phenomenal,” Bennett said.

“After the hurricane, we lost so much air capacity – about 15,000 seats – but we’re ramping up. We gained seats from what’s happening in the marketplace. Sunwing has increased their capacity over last year. They’re doing very well with RIU in Jamaica. Air Canada is offering increased capacity out of Toronto.”

Flair Airlines has also joined the party, launching a brand-new Toronto-Montego Bay route last December.

“Flair has confirmed that they’ll be back next winter,” Bennett said, noting how she flew the airline in January and saw “a mix of travellers” on board, from young Canadians to Jamaican diaspora.

“Everybody was on the flight. It’s doing very well,” she said.

Canada, overall, remains a crucial market for Jamaica, Bennett went on to say.

For its 2025-26 winter season, the destination has so far welcomed more than 500,000 travellers, with 100,000 coming from Canada, she said.

READ MORE: A “pivotal” recovery moment: Canada eases travel rating for Jamaica

“We’ll reach 400,000 visitors this year. We hope to regain some numbers this summer,” she said.

Jamaica’s summer calendar is packed with events and festivals. This April, it’s the Kingston Carnival, which is “becoming larger than life,” Bennett said,

From July 12-18, it’s Reggae Sumfest, a music festival in Montego Bay, and in August, the Caribbean Premier League (CPL), a cricket tournament, returns for the 2026 season.

The JTB, meanwhile, is excited for next winter when Jamaica is expected to regain nearly all the flights it lost following Hurricane Melissa.

“Winter 2026-27 will be bigger and better than last year,” Bennett said.

Hotels steadily reopening

Many resorts and hotels Jamaica that were forced to closed due to the hurricane have also reopened (or will reopen soon).  

Bahia Principe Hotels recently shared its plans for two of its Jamaican properties.

As reported, Bahia Principe Luxury Runaway will open on April 1 with new renovations; Bahia Principe Grand Jamaica is also undergoing a refurbishment and will reopen its doors on Dec. 1.

Princess Grand Jamaica also reopened March 1, completing the brand’s two-property offering on Jamaica’s north coast. The update follows the reopening of Princess Senses The Mangrove on Feb. 1.

(To see the full reopening schedule for Jamaica’s hotels, click here).

“By the end of summer into early fall, we’ll have Royalton back,” said Bennett. “And hopefully before early winter, the Secrets properties will be on board.”

By year's end, 97 per cent of Jamaica’s hotel inventory should be back online, she said. 

Selling Jamaica with confidence

Beyond infrastructure and airlift, Jamaica’s recovery story is deeply human.

“The locals are resilient,” Bennett said. “They’re finding work in construction. A lot of hotels are hiring locals. People are putting a lot of heart into it.”

And local efforts appear to be paying off.

“If you look at Jamaica now, you wouldn’t believe we had a hurricane,” Bennett said. “Rural areas still have some damage, but in resort areas, the palm trees are back and the gardens are greener than before.”

“Staff are in a resilient mood. Resiliency is the new currency of Jamaica.”

The JTB’s appreciation for the Canadian travel trade, especially in the aftermath of Hurricane Melissa, runs deep.

“We’re so thankful to all the advisors who have come down,” Bennett said. “Our travel advisors have been family. They’ve packed their suitcases, they’ve brought supplies. They’re still bringing items to Jamaica. It’s a gift that keeps on giving. It has brought us closer.”

“They showed up when Jamaica needed them most and they’re now selling Jamaica with confidence.”

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