JA bounces back quickly

Jamaica recovery after the passing of Hurricane Melissa is going well and its tourism industry is gearing up for the crucial winter season.

Jamaica has an ambitious target to restore its tourism industry to full operational capacity by 15 December to ensure that the island remains a desirable destination for international visitors.

The Hurricane Recovery Task Force, led by senior industry leaders, is coordinating recovery efforts across various tourism-related sectors, including resorts, airports, ports, attractions, and transport routes.

Meanwhile, the Tourism Resilience Coordination Committee, known as ‘Tourism Cares’, mobilises resources from within the tourism industry to support the recovery process since the hurricane hit on 28 October. The committee generates goodwill, coordinates donations, and recruits volunteers to assist in the recovery efforts. Its main goal is to ensure that aid reaches the communities and workers most affected by the hurricane, providing both financial and logistical support where it is needed most.

Philip Rose, deputy director of tourism for the Americas at the Jamaica Tourist Board, was off the island when the storm hit. But when he returned on 3 November he was impressed with the recovery progress.

While Jamaica’s south-western region absorbed the brunt of the storm, Rose emphasised that the island’s main tourism corridors remain open. “The vast majority of Kingston, Ocho Rios and Port Antonio are up and running,” he said. “It’s important that travellers and advisors understand our geography. A storm impacting the southwest is like one hitting the Gulf Coast - it doesn’t mean you can’t go to Miami. Jamaica is the same.” Sandals South Coast was one of the worst hit and is not expected to reopen until May. Iberostar Hotels & Resorts has reopened its Rose Hall Resort in Montego Bay after it was damaged and forced to close by Hurricane Melissa.

For travel advisors, his message is not to cancel. “Tourism for Jamaica is the pathway to recovery,” Rose said. “It represents a fare for a taxi driver, a purchase for a craft vendor. Agents are critical to our comeback. What drew the international community to Jamaica - our music, our food, our hospitality - none of that was damaged. Hurricane Melissa couldn’t touch that.”

To help advisors stay informed, the Jamaica Tourist Board has a dedicated travel alert page, updated three times daily, listing the operational status of hotels and attractions across the island.