Minister of Tourism Edmund Bartlett is on a trip to Toronto, Canada, as part of a two-day strategic engagement mission aimed at deepening partnerships in one of Jamaica’s most vital source markets.

This visit, coordinated by the Jamaica Tourist Board (JTB), comes at a pivotal moment as Destination Jamaica ramps up its winter season preparations and accelerates its post-Hurricane Melissa recovery efforts.

Minister Bartlett noted that the Canadian market, which was already demonstrating strong pre-Melissa demand, remains central to Jamaica’s global tourism outlook.

“Canada continues to be one of our largest and most reliable partners. With several new routes coming online this winter and strong interest from travellers seeking warm, safe and enriching experiences, this mission ensures that Jamaica remains top of mind and top of market during this critical recovery window,” he stated.

Upon his arrival, Minister Bartlett participated in the Harmonies of Hope Hurricane Melissa Aid Concert at the Meridian Performing Arts Centre. The event has received the support of regional partners and members of the diaspora to raise funds for Jamaica’s post-hurricane recovery efforts.

Today, December 11, the tourism minister participated in a series of media appearances to promote the destination and reassure travellers that Jamaica is ready for the winter season. He began the day with an in-studio interview on Breakfast Television, followed by an in-studio interview on Flow 98.7. He was scheduled to have lunch meeting with businessman and tourism ally Wes Hall, before concluding the day with a Jamaica Gleaner interview.

“Recovery is not passive; it requires presence, partnership and proactive communication. By meeting directly with media, investors, and key diaspora leaders, we are securing the momentum needed to restore full demand and ensure that Jamaica emerges even stronger in 2026 and beyond,” Minister Bartlett asserted.

Director of Tourism Donovan White and other officials have accompanied the minister and will return home on Friday, December 12.

Strengthening international confidence

This trip follows a visit to Miami, Florida, in the United States last week, during which Bartlett engaged in a series of high-level meetings and activities to strengthen international confidence in Destination Jamaica ahead of the 2025/26 winter tourist season.

Ahead of that trip, Minister Bartlett emphasised Jamaica’s strong rebound.

“Jamaica is recovering with tremendous momentum. Across Ocho Rios, Negril, Montego Bay, Port Antonio and Kingston, we are seeing properties come back online, attractions reopening, and workers returning to their duties with remarkable dedication. Our people are eager to resume full operations, and this visit to Miami allows us to reassure the global market that Jamaica is safe, ready, and open for business,” he said then.

In Miami, the tourism minister appeared on WSFL-TV’s Inside South Florida, where he gave a detailed update on Jamaica’s recovery progress, the reopening of hotels and attractions across Ocho Rios, Negril, Montego Bay, Port Antonio, and Kingston, and the measures being implemented to ensure a safe and seamless visitor experience. He also had other media engagements with South Florida Caribbean News, Caribbean National Weekly, Voice of the Caribbean, and WAVS 1170 Radio.

Ahead of the press engagement, Minister Bartlett was part of a strategic business meeting between Airbnb representatives and senior JTB officials, including Director of Tourism Donovan White and Deputy Director of Tourism for the Americas Philip Rose.

Underscoring the importance of the engagements for Jamaica’s long-term resilience, the Minister shared. “This mission strengthens partnerships, expands our visibility and anchors investor and consumer confidence as we move into the peak season. It also reinforces our commitment to a recovery that is not only strong, but sustainable and forward-looking.”

Accelerated recovery

Hurricane Melissa made landfall in Jamaica on October 28, the eyewall striking the parishes of St Elizabeth, Westmoreland, Hanover, St James and Trelawney with 185 miles per hour winds, resulting in damage and destruction of homes, infrastructure and businesses.

Minister Bartlett has been actively working with tourism stakeholders, especially in Montego Bay, St James and Negril, Westmoreland, to accelerate recovery efforts in anticipation of the winter 2025/26 season, which begins on December 15. He has so far toured both tourism hotspots and has commended stakeholders for their commitment to reopening.

“I want to commend the workers of the tourism industry who have been, not just the energy that drives tourism, but the energy that’s driving the recovery, because the reports that I get from all our stakeholders is how committed the workers have been even though they have suffered damage to their homes in some instances,” he shared.