Jamaica’s recovery from Hurricane Melissa isn’t slow and steady, officials said. It’s been relatively swift.
Philip Rose
The recovery efforts in Jamaica following Hurricane Melissa are moving forward more rapidly than anticipated. Philip Rose, the deputy director of tourism for the Jamaica Tourist Board, highlighted that approximately 30 to 40 hotels and resorts have already re-opened, eagerly welcoming guests. Notably, Sangster International Airport in Montego Bay, the area most adversely affected, has largely returned to normal operations.
Rose emphasized the importance of tourism to Jamaica’s economy, noting that local resort areas now have essential services like electricity and water. Volunteers have been instrumental in clearing roads, facilitating a quicker recovery. He asserted that, “tourism has to open back up” and there is a clear commitment to restoring the visitor experience.
The Jamaica Tourist Board is actively resuming its marketing campaigns in the U.S. The campaign aims to remind travelers that the unique charm and attractions of Jamaica remain intact. Rose stated, “We don’t want to send mixed messages and say that everything is as it was before Hurricane Melissa,” but ensured that the essence of Jamaica as a destination endures.
Efforts on social media will highlight the contributions of local heroes aiding in the island’s recovery, reinforcing that the “best way to help Jamaica recover is to visit Jamaica.” Similarly, in retail, booking travel to Jamaica is perceived as a significant form of support.
Jamaica Hotel Reopenings
While many hotels and resorts in Jamaica are operational, several still face significant damage and remain closed. Some establishments have announced plans to reopen in December, while others, including Hyatt’s properties and several Sandals Resorts, will not resume operations until early next year. Specifically, properties like Sandals Montego Bay, Sandals Royal Caribbean, and Sandals South Coast expect to reopen by May 30.
Rose acknowledged the transparency from hotel partners regarding their reopenings, which has helped restore booking confidence among travelers. Despite a noticeable slowdown, he expressed optimism that bookings will stabilize as the market is informed about the island’s readiness to welcome visitors.
In addition, Sandals Resorts International has plans for upgrades at their heavily damaged resorts during this period of closure. Executive Chairman Adam Stewart announced that enhancements will elevate these properties to a “2.0 level,” addressing long-desired improvements. During a recent virtual town hall for travel advisors, Stewart reaffirmed the critical role of travel agents in the recovery process, stating that they are essential to the distribution of bookings.
The message is clear: now is an opportune time for travelers to support Jamaica through tourism. By booking a trip, visitors contribute not only to the economy but also to the overall recovery efforts underway. As Jamaica embraces its resilience, the island is ready to showcase its enduring beauty and vibrant culture once again.
