KINGSTON, Jamaica – Jamaica has used its participation at the International Tourism Trade Fair (FITUR 2026) in Spain to inform the international community that the country is simply not rebounding from the ravage of Hurricane Melissa last October, but is rebuilding with purpose.
Tourism Minister Edmund Bartlett (centre) and Director of Tourism, Donovan White (right) share a light moment with senior representatives of Grupo Piñero (operators of Bahia Principe Hotels & Resorts), led by the group’s CEO, Encarna Piñero (2nd right) during the just concluded FITUR international tourism tradeshow in Madrid, Spain.Recovery is demand plus supply, inventory must return, but confidence must return faster,” said Donovan White, director of tourism.
“At FITUR we strengthened airlift and marketing alignment in Europe, sharpened our digital focus, and advanced the partnerships that keep Jamaica visible and bookable as rooms come back on stream,” White added.
Tourism Minister Edmund Bartlett said in a statement Monday that Jamaica is inviting investment from the Development bank of Latin America (CAF) and the Caribbean and private-sector partners to accelerate resilient infrastructure and a reimagined tourism product.
“Resilience is now the foundation of investor confidence and community protection,” he added.
The statement said Jamaica has concluded its engagements at FITUR 2026, with the Ministry of Tourism reporting measurable momentum behind its tourism rebound, stronger alignment with major hotel partners to speed up reopening timelines, deeper coordination with key airlift and marketing partners, and expanding investor interest in aviation and destination development.
According to the statement, Jamaica used the event to press for faster reopening schedules and stronger worker-support mechanisms as major properties restore inventory.
It said that in meetings with Grupo Piñero and Hyatt leadership, Jamaica highlighted the economic drag from the closure of approximately 1,000 rooms in the Montego Bay area and outlined practical requirements to accelerate reopening, including the mobilisation of skilled labour, improved import logistics and enabling administrative measures.
The statement said the parties agreed to prioritise earlier timelines where feasible and advanced a follow-up visit to Jamaica involving Hyatt, Bahía and Tortuga interests to confirm reopening schedules by property and explore expansion plans.
The ministry said the most significant outcome of Jamaica’s participation came when the United Nations Tourism named Jamaica as the tourism resilience hub of the world, a global endorsement of the country’s leadership in crisis readiness and recovery.
Bartlett had also presented Jamaica’s tourism recovery case and the need for resilience investment, pointing to national stability and the discipline shown in the aftermath of Hurricane Melissa, when approximately 1.5 million people were left without basic necessities for nearly 60 days.
He also referenced Jamaica’s leadership in establishing February 17 as Global Tourism Resilience Day, with a proposed observance in Nairobi, Kenya next month.
“UN Tourism’s announcement confirms what we have been building for years: Jamaica is a global centre for resilience thinking and recovery action. As the tourism resilience hub of the world, we will help to shape the tools, partnerships and best practices that enable destinations to recover faster and grow stronger aftershocks,” Bartlett said.
The statement said in a separate engagement with Bahía Príncipe, Jamaica advanced the local first strategy to deepen local procurement and increase tourism dollar retention through stronger linkages.
It said Bahía indicated a phased reopening intention of approximately 50 per cent of room stock (about 650 rooms) by May, with the remainder targeted by November, alongside discussions on market communications timed to restore confidence and support occupancy. Jamaica will formally encourage an earlier opening where possible, given the employment and economic implications, the statement said, adding that with room stock gradually returning, Jamaica also moved to secure tighter airlift and demand-building coordination.
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