Tourism sector expects strong end to winter season, following Melissa
Published:Monday | February 2, 2026 | 12:08 AMCorey Robinson/Senior Staff Reporter
Only a handful of major and small hotels remain closed in the aftermath of Hurricane Melissa, as the Jamaica Tourist Board (JTB) anticipates a strong end to the winter season this year.
Edmund Bartlett, minister of tourism, made the claim in a statement following the arrival of 125 travel advisers, including sales agents and managers, to the island on the weekend. They represented the Apple Leisure Group, one of North America’s leading travel conglomerates.
In addition to reconnaissance to aid sales to Jamaica back home, they also brought donations to assist recovery efforts at eight local institutions, including badly damaged schools and nursing homes in the West.
“We set dates, we set times, we set goals and numbers, and ... we determined that we can find and bring back 71 per cent of the assets of tourism on the 15th day of December,” said Bartlett, relaying the post-hurricane ordeal to the advisers during a welcome dinner at RIU Montego Bay in St James on Saturday.
“Between then and now we have welcomed more than 500,000 visitors,” he told the gathering, later explaining that only eight major and small hotel chains remain closed after the storm. Repairs are being done in earnest at most of the locations, he said, listing the Princess Grand Jamaica Resort among them.
“She (Melissa) thought she had us. She said ‘I’m going to take out $8 to $10 billion value of the GDP, I’m going to damage 150,000 houses and buildings, and impact 1.5 million people in the process. But in Jamaica, ‘we likkle but we tallawah!’,” he charged, noting the vulnerability but resilience of the country’s tourism sector.
Jacki Marks, global head of trade brands for Apple Leisure Group (ALG) vacations, said the visit would allow the advisers to sell Jamaica with confidence, using their own media footage gathered on the island during the four-day stay.
“When the hurricane first hit there was an emotional heartbreak that we felt, because Jamaica is so important to us, both the people and what the country represents to our customers. We felt we needed to do something quickly,” said Marks.
“Giving back to destinations that give us our livelihood, allowing us to do all we do for our families ... that’s what Jamaica does every day,” she told the visitors.
“We dreamed so big for this event and you guys exceeded our dreams by so much. You have no idea how many people’s lives you are going to touch.”
Phillip Rose, deputy director of tourism at the Jamaica Tourism Board (JTB), welcomed the visit, explaining that sales are expected to increase significantly with the testaments of the travel advisers.
“This is a strong message that Jamaica is up ready, and opened. As a direct result of this there will be an upick of visitors from the United States,” he said.
“We have done a remarkable job of flooding the market with images ... we are more than open, almost 80 per cent ready, and I’m confident we are going to close out this winter season strongly.”