Over 90 travel advisers recognised for promoting Jamaica

More than 90 travel advisers and trade partners from the northeastern United States market, among them 50 of Jamaica’s top performers, were recently recognised for their role in promoting Jamaica as a destination of choice for travellers.

Tourism Minister Edmund Bartlett delivered the commendation while addressing the Jamaica Tourist Board Travel Advisory Reception, titled ‘Jamaica’s Top Sellers, Front and Centre’ on April 7 at Catherine’s Restaurant, a Jamaican-owned establishment in Laurel, Maryland.

“You are not just selling a destination. You are shaping dreams, building confidence, and influencing decisions at a moment when trust matters more than ever,” Bartlett said.

The minister expressed gratitude to the advisers for their continued support of the destination.

“Thank you for continuing to believe in Jamaica, for advocating for us in your conversations with clients, and for choosing to tell our story. Even in moments when the global environment has been uncertain. Tourism has always required resilience. Something Jamaica has in abundance,” he said.

Bartlett noted that Jamaica is accustomed to navigating disruptions caused by natural events, economic shifts and global health crises. However, he said today’s challenges are compounded by rapid shifts in perception driven by misinformation.

“We now operate in a world where perception can shift overnight. Where misinformation can travel faster than facts. Where a destination can be fully open, fully operational, and yet perceived otherwise,” he said.

Bartlett said travel advisers remain critical voices within the travel ecosystem.

“As travel advisers, you are among the most trusted voices in the travel ecosystem. When uncertainty arises, travellers turn to you – not algorithms – for reassurance and clarity. You are, in many ways, the frontline of reputational resilience,” he said. “You are a driving force behind Jamaica’s continued growth and global relevance. I am pleased to share that Jamaica’s recovery is well on its way.”

Providing an update on the country’s tourism recovery, Bartlett said Jamaica’s accommodation sector continues to rebound.

“Our room stock is steadily coming back onstream with Bahia Principe and Half Moon reopening just last week, which represents over 700 rooms returned. At this pace we are at approximately 80 per cent of our room stock,” he said.

NEW PHASE

Bartlett urged advisers to carry forward Jamaica’s recovery message.

“This is the story you are here to tell, the story of Jamaica’s resilience,” Bartlett said. “And every time you confidently recommend Jamaica, every time you reassure a traveller, you are actively strengthening our resilience as a destination.”

Looking ahead, Bartlett said Jamaica is entering a new phase of tourism development focused on long-term sustainability.

“We are entering a new era of tourism. One defined not just by recovery, but by reinvention,” he said. “Jamaica’s focus is not only on growth, but on sustainability, inclusivity, and resilience that benefits our people and enhances the visitor experience.”

He said the ministry is investing in improved connectivity, expanded tourism offerings and richer visitor experiences. The increased confidence of international airline partners, he added, is reflected in expanded airlift from Latin America through Wingo and from the United Kingdom through Virgin Atlantic.

Bartlett also pointed to digital transformation as a priority.

“Continue guiding travellers with clarity and care. Because together, we are not just navigating disruption , we are building a model for resilience in global tourism,” Bartlett said.

Ricardo Henry, business development officer for the northeast United States, highlighted the importance of rebuilding relationships with key travel partners.

“The aim is to reconnect with and re-energise our most important link between Jamaica and the visitors to the island,” Henry said, particularly as the country continues to recover from the effects of Hurricane Melissa.

With the Northeast corridor consistently generating Jamaica’s largest volume of stopover arrivals, Henry said the reception provided an opportunity for the island’s key commercial partners to receive direct assurance that Jamaica remains open, recovering and ready for visitors.

Derrick Scott