In a powerful show of unity, Sandals Resorts welcomed nearly 400 travel advisors and industry partners to its home country for a special ‘Back to Jamaica’ immersion event at Sandals Dunn’s River last week.

The immersive 4-day experience, the first large-scale industry gathering on the island since Hurricane Melissa on October 28, was designed around a single purpose: to show, not tell, that Jamaica is ready to welcome back travellers.  

Bringing the island’s unmistakable energy, beauty and resilience vividly to life, the event served as a reaffirmation of Jamaica’s resilience and its readiness ahead of the December 6 reopening of Sandals and Beaches Resorts in Ocho Rios and Negril.

“Seeing is believing,” said Adam Stewart, executive chairman, Sandals Resorts, at the cornerstone business session held on Friday, December 5. “Much of Jamaica was largely unaffected, and it is important that you come and see it. Of course, I can stand on a stage and say Jamaica is ready, but when you walk the roads, meet the people, visit the attractions and feel the spirit of this island for yourself—you know it. Jamaica has never looked more beautiful, and the gratitude of our people has never been stronger.”

Echoing Donovan White, director of tourism at the Jamaica Tourist Board that it had only been 38 days since the storm, Stewart reinforced that Jamaica’s recovery is both ongoing and deeply collaborative, crediting the tireless work of communities, team members, government partners and international allies. 

White thanked Sandals Resorts and its partners for their continued collaboration and underscored strong forward demand and the importance of getting the message out that Jamaica is open. He emphasised that while a narrow corridor of the island sustained notable damage, “the vast majority of Jamaica is open, vibrant and eager to welcome visitors”.

Travel Advisors: ‘The Single Strongest Force for Recovery’

Gary C Sadler, executive vice president of sales & industry relations at Unique Vacations Inc, emphasised how travel advisors are central to Sandals’ success and their participation crucial to restoring confidence in travellers considering Jamaica. “Travel advisors play an essential role in telling Jamaica’s story,” said Sadler. “Bringing you here created a meaningful opportunity to reconnect with the island you love. This is your customer and our guest; together, we share the responsibility of caring for them, reassuring them and inspiring them to come back to Jamaica.”

Zane Kerby, president & CEO of American Society of Travel Advisors (ASTA), praised the spirit and composure of Jamaicans in the wake of the storm, noting that the warmth and optimism on display were “one of Jamaica’s greatest strengths.” He also underscored the crucial contribution of advisors in balancing negative imagery. “Your role as demand creators has never been more important,” Kerby told the audience. “Every itinerary you build, every honeymoon or family reunion you plan, sends economic lifelines rippling throughout Jamaica. Travel restores jobs, rebuilds communities and accelerates recovery faster than anything else. Keep telling Jamaica’s story.”

A Unified Tourism Ecosystem

The programme brought together Jamaica’s public and private sector leaders. In addition to Donovan White, Jeremy Jones, Sandals’ regional managing director for Jamaica, detailed ongoing investments in the destination, crediting Sandals’ success to careful preparation. “Preparing properly is how you recover faster,” Jones said. 

Shane Munroe, CEO of Sangster International Airport in Montego Bay, recounted the extraordinary efforts to reopen the airport that welcomes 70% of all visitors to Jamaica and acknowledged the support of Sandals Resorts.

Travel advisors explored the island through Island Routes excursions and visits to open attractions, including Dunn’s River Falls, Mystic Mountain, Yaaman Adventure Park, championship golf, luxury catamaran cruises and more, reinforcing that Jamaica’s tourism ecosystem is very much alive.

“Tourism doesn’t work unless the entire ecosystem comes back together,” Stewart said. “From taxi drivers and tour operators to craft vendors and restaurateurs—they’ve opened their doors for you and are ready to welcome your return.”

Sandals Foundation Executive Director Heidi Clarke received a standing ovation for her work leading relief efforts in Jamaica’s hardest hit communities.  The goal now, said Clarke, was to get schools back open quickly, and return children to, “normalcy, learning, hot meals and love.”  In one of the afternoon’s most moving moments, local schoolchildren whose voices and energy brought the room to its feet, serenaded the audience, concluding with a tear-jerking rendition of One Love—a vivid reminder of why recovery matters.

Jamaica Is Ready

A celebratory beach party, infused with the music, flavours and unmistakable joy of Jamaica, brought the event to an uplifting close, a fitting end to a gathering that symbolised not just recovery, but renewal.

“There is no storm that will stop Jamaica,” said Stewart. “The spirit of our people, the warmth of our welcome, the beauty of this island—none of that was washed away. To every travel advisor here: go home and tell the world what you saw. Tell them Jamaica is ready, and we cannot wait to welcome them back.”