Resilience, willingness, return: Sandals Resorts welcomes travel agents back to Jamaica

In a powerful show of unity, Sandals Resorts International (SRI) hosted nearly 400 travel agents and industry partners in their home country last week for a special "Back to Jamaica" immersion event at Sandals Dunn's River.

The four-day immersive experience, the first large-scale industry gathering on the island since Hurricane Melissa, was designed with a single, powerful purpose: to demonstrate, rather than merely talk, that Jamaica is ready to welcome travelers back. The event, which vividly reflected the island's unmistakable energy, beauty, and resilience, reaffirmed Jamaica's ability to recover and its readiness for the reopening of Sandals and Beaches Resorts hotels in Ocho Rios and Negril on December 6.

“You have to see it to believe it,” declared Adam Stewart, CEO of Sandals Resorts International, at today’s inaugural event. “Much of Jamaica has remained virtually untouched, and it’s important that people come and see for themselves. I could certainly get up on a stage and declare that Jamaica is ready, but when they walk the streets, meet the people, visit the attractions, and feel the spirit of this island for themselves, they will realize it’s true. Jamaica has never looked more beautiful, and the gratitude of our people has never been greater,” Stewart told an enthusiastic audience.

In that same vein, Donovan White, Director of Tourism for the Jamaica Tourism Commission, stated that only 38 days had passed since the storm, while Adam Stewart reiterated that Jamaica's recovery is ongoing and deeply collaborative, and acknowledged the tireless work of the communities, team members, government partners, and international allies.

White thanked Sandals Resorts International and its partners for their continued collaboration and highlighted the strong future demand and the importance of spreading the message that Jamaica is open for travelers. He emphasized that while a small area of ​​the island suffered considerable damage, “the vast majority of Jamaica is up and running, vibrant, and eager to welcome visitors.”

Travel Agents: “The Most Powerful Force for Recovery”
Gary C. Sadler, executive vice president of sales and industry relations at Unique Vacations Inc., emphasized the importance of travel agents to Sandals’ success and their crucial role in restoring the confidence of travelers considering Jamaica. “Travel agents play an essential role in telling Jamaica’s story,” Sadler stated. “By bringing them here, you create a vital opportunity to reconnect with the island they love. These are your customers and our guests; together, we share the responsibility to care for them, reassure them, and inspire them to return to Jamaica.”

Zane Kerby, president and CEO of ASTA, praised the spirit and composure of Jamaicans in the aftermath of the storm, noting that the warmth and optimism they displayed were “one of Jamaica’s greatest strengths.” He also highlighted the crucial contribution of the agents in countering the negative image.

“Your role as demand creators has never been more important,” Kerby told the audience.
“Every itinerary you create, every honeymoon or family reunion you plan generates an economic boost that ripples throughout Jamaica. Travel restores jobs, rebuilds communities, and accelerates recovery faster than anything else. Keep sharing Jamaica’s story.”

A Unified Tourism Ecosystem:
The program brought together leaders from Jamaica’s public and private sectors. Joining Donovan White, Jeremy Jones, SRI’s Managing Director for Jamaica, detailed the investments already underway in the destination, attributing Sandals’ success to careful preparation. “Proper preparation is key to a faster recovery,” Jones stated. Shane Munroe, CEO of Sangster International Airport in Montego Bay, recounted the extraordinary efforts made to reopen the airport, which receives 70% of Jamaica’s visitors, and acknowledged the support of Sandals Resorts.

Travel agents explored the island on Island Routes tours and visits to already open attractions such as Dunn's River Falls, Mystic Mountain, Yaaman Adventure Park, championship golf courses, luxury catamaran cruises and more, reinforcing the vitality of Jamaica's tourism ecosystem.

“Tourism doesn’t work unless the entire ecosystem recovers,” said Adam Stewart. “From taxi drivers and tour operators to craft vendors and restaurateurs, they’ve all opened their doors and are ready to welcome you back.”

Sandals Foundation CEO Heidi Clarke received a standing ovation for her work leading the relief efforts in Jamaica's hardest-hit communities. Her goal, Clarke explained, was to get schools back to normal quickly and children back to learning, hot meals, and love. In one of the most moving moments of the evening, local students, whose voices and energy brought the room to its feet, serenaded the audience, concluding with a poignant rendition of 'One Love,' a vivid reminder of the importance of recovery. 

Jamaica is ready

To close the event on an optimistic note, a celebration was held with a beach party, filled with Jamaican music, flavors, and unmistakable joy—a fitting end to a gathering that symbolized not only recovery but also renewal.

“No storm will stop Jamaica,” Stewart said. “The spirit of our people, the warmth of our welcome, the beauty of this island—none of that was lost. To all the travel agents here, I urge you: go home and tell the world what you saw. Tell them Jamaica is ready and we can’t wait to welcome you back.”

Source: Sandals Resorts.