TORONTO; Canada: Tuesday, October 27, 2026: Jamaica has turned the devastation of Hurricane Melissa into an opportunity to build a stronger, safer and more competitive tourism industry, Minister of Tourism, Hon. Edmund Bartlett, told 300 travel advisors and tourism stakeholders in Toronto, as the island prepares to welcome Canadian visitors for the winter season with approximately 400,000 airline seats from Canada.
The significant airlift capacity underscores the strength of the Canadian market and the critical role of travel advisors in sustaining visitor demand, restoring destination confidence and supporting the thousands of Jamaicans whose livelihoods depend on tourism.
Thanking the Canadian travel trade for its continued partnership, Minister Bartlett emphasised that Jamaica’s recovery is being driven by the resilience of its people and the commitment of international partners and stakeholders. “Melissa was able to bend us, but it could not break us. We are not bouncing back; we are bouncing forward,” he declared.
Minister Bartlett said hotels and attractions are being restored, renovated to deliver improved facilities and enhanced visitor experiences. He stressed that rebuilding also provides an opportunity to address longstanding infrastructure challenges to improve visitor experiences.
Major infrastructure plans include improved road connectivity along the north coast to ease congestion between Ocho Rios and Sangster International Airport, proposed aviation facilities near Little London and Vernamfield, and an airstrip in the Treasure Beach area. Upgrades are also underway at Jamaica’s existing international airports to improve capacity and passenger movement.
Director of Tourism, Donovan White, reinforced the importance of maintaining confidence in Jamaica’s tourism brand as recovery progresses. “Jamaica remains committed to delivering exceptional visitor experiences while building a stronger and more resilient destination,” White said. “Our recovery is an opportunity to emerge even stronger,” he added.
The Minister identified visitor facilitation as a key priority, highlighting the use of digital technologies and biometric systems to streamline airport processing and reduce waiting times. “After a long flight, visitors want to reach their hotels and the beach quickly,” he said, underscoring the importance of a seamless arrival experience.
With approximately 400,000 airline seats scheduled from Canada for the winter season, Minister Bartlett highlighted the importance of strong partnerships with Canadian travel advisors, tour operators and airline partners in converting available airlift into visitor arrivals.
The participation of 300 travel advisors in Toronto demonstrates the importance of direct engagement with the professionals who connect Canadian travellers to Jamaica. Their continued support will be vital in sustaining bookings, strengthening destination confidence and generating economic opportunities for tourism-dependent businesses and communities.
Angella Bennett, Regional Director for Canada at the Jamaica Tourist Board, thanked the travel trade for its continued confidence in Jamaica and emphasised the importance of keeping the destination top of mind among Canadian travellers. “Our Canadian travel advisors are invaluable partners in Jamaica’s recovery,” Bennett said. “Their confidence and continued support will help drive winter bookings and ensure more Jamaicans benefit from tourism,” she noted.
Minister Bartlett encouraged travel advisors to continue promoting Jamaica, keep clients informed about the destination’s recovery and experience its evolving tourism offerings firsthand. Jamaica’s focus, he said, is on rebuilding with purpose while ensuring that visitors continue to enjoy the warmth, hospitality and distinctive experiences that have made the island a leading Caribbean destination.
