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RIU Hotels and Resorts is ramping up its investment and global marketing focus on Jamaica as it celebrates 25 years on the island, highlighting the country’s central role in its Caribbean growth strategy.

Speaking at a press conference at RIU Montego Bay, Friday morning, Director of Marketing and Sales for RIU Jamaica, Niurka Garcia Linton, said Jamaica would take “centre stage” across the company’s international platforms throughout 2026.

“Jamaica will be the main protagonist for RIU throughout the year,” she said, noting that a series of campaigns and events will target key source markets, strategic partners and local communities.

The main anniversary celebration is scheduled for June 18, but activities will run year-round under the campaign #25YearsRIUinJamaica, including student outreach, social media productions, and destination-driven promotions. 

RIU’s footprint in Jamaica has grown steadily since opening its first property, Riu Palace Tropical Bay in Negril, in 2001.

Today, the Spanish hotel chain operates seven hotels across the island, employing 3,908 people— 99.2 per cent of whom are Jamaican and managing more than 4,200 rooms. 

Regional Director Frank Sondern said the company’s contribution extends beyond room stock, pointing to sustained investment and economic impact.

Over the past five years alone, RIU has invested approximately US$286.7 million in refurbishments and upgrades across its Jamaican properties, while distributing more than US$150 million annually to local suppliers. 

“RIU not only invests in Jamaica, but stays in Jamaica,” Sondern said.

Garcia Linton described RIU’s arrival as a “turning point” for Jamaica’s tourism sector, particularly in opening up European markets.

“When RIU arrived, we didn’t use to see many European visitors. Now it is common to see German, British and Spanish tourists enjoying the island,” she said.

The company now operates 101 hotels across 22 countries globally, serving approximately 6.8 million guests each year. 

Sondern also pointed to the company’s response to Hurricane Melissa as a defining moment in its local operations.

In the immediate aftermath of the storm, RIU distributed more than 8,200 aid packages to employees and provided financial support to over 800 staff members whose homes were damaged. 

Hotels were also opened to employees and their families as shelters, while the company partnered with relief agencies to support affected communities.

RIU contributed US$200,000 to the Red Cross and, in collaboration with the World Central Kitchen, helped deliver more than 108,000 hot meals across St James and Westmoreland. 

“It was a very hard moment, but together we came back stronger,” Sondern said.

Looking ahead, RIU confirmed that the Riu Palace Jamaica will undergo refurbishment, with reopening targeted for December 2026.

The upgraded property will feature the brand’s Elite Club offering, strengthening its premium positioning in Jamaica’s competitive all-inclusive market.

As the company marks its 25th anniversary, Garcia Linton said the focus remains on deepening its connection with Jamaica.

“Jamaica is at the centre of RIU,” she said.