It was an event never seen before in Jamaica—a way of promoting the country’s leading industry that will no doubt be emulated in the years to come.

On Wednesday, Sandals Resorts International packed out the Montego Bay Convention Centre, with travel advisers, government officials, dignitaries, press, airline executives and tourism stakeholders for the Sandals All Mega Jamaica Showcase Event, an epic showcase of Jamaica’s tourism product and Sandals’ place within it.

Sandals had the place rocking with close to 1,500 people interspersing presentations with reggae acts and having the crowd on its feet, dancing to the rhythms of Jamaica.

This was a first for Jamaica and it was pulled off with aplomb. Sandals highlighted the strength of its brand and its plans for the future called Sandals 2.0 

Sandals’ Group Executive Chairman Adam Stewart spoke to the history of the company founded by his late father Gordon ‘Butch’ Stewart and how it has evolved, employing over 20,000 people and now holding the position as the largest indigenous Caribbean chain in the region born out of Jamaica. 

Long-standing executives of Sandals like Jeremy Jones and Winston Anderson, Managing Director of Sandals Eastern Caribbean spoke of the company’s approach to tourism and what sets it apart from its competitors. They offered explanations as to why Sandals has become a global brand. 

Speaking to Our Today from Canada, Sandals Resorts’ Corporate Director of Communications and Public Relations Rachel McLarty said: “This was a significant moment for Jamaica. We were able to showcase Jamaica’s tourism ecosystem and the country’s energy and vibe. This was a coming together of people in the tourism industry in a way never done before.”