by Natasha Lair
Last updated: 9:15 AM ET, Thu August 28, 2025
The Association of Canadian Travel Agencies and Travel Advisors (ACTA) partnered with the Jamaica Tourist Board, Sandals Resorts, and Air Canada to host an ACTA Immersive Destination Experience in Jamaica from August 23–27.
Thirty ACTA member travel advisors took part in the program, which was designed to give them firsthand knowledge of Jamaica’s north coast, with Ocho Rios as the focal point. The group stayed at Sandals Dunn’s River and participated in day trips highlighting the region’s history, culture, and attractions.
“Jamaica is proud to host an ACTA immersive destination experience. We want to ensure travel advisors are empowered with firsthand destination knowledge and unique experiences to provide them the resources, information and contacts they need to confidently advise their clients," Dan Hamilton, sales manager, Jamaica Tourist Board, said.
"The professional travel advisor remains the primary conduit of business to Jamaica and so we stand by our travel advisors and support them in any way we can. Partnering with ACTA on this project underscores the value we place on collaboration with partners who support our professional travel advisors.”
In addition to touring Sandals properties, the group visited sites such as the Seville Great House, Laughing Water Falls, and GoldenEye resort. Advisors also attended educational sessions hosted by the Jamaica Tourist Board, Sandals Resorts, Air Canada, and ACTA.
“Simply put, travel advisors are the lifeblood of Sandals Resorts and have been for over 40 years,” said C.J. Smith, director of Sales, Unique Vacations Canada Inc.
“The chance to partner with ACTA and showcase the Sandals product, especially in our backyard of Jamaica, has been invaluable. For many of the participating advisors, this was their first Sandals experience and I’m absolutely certain that they’re leaving with a newfound sense of confidence in selling Sandals Resorts and reaping the many benefits available to them in doing so.”
Air Canada provided lift for the program.
Yazdan Bakhtiarty, Regional Sales for Air Canada, said, “Air Canada is incredibly proud of our long-standing relationship with ACTA. As the airline sponsor of this experience, it is our pleasure to offer the lift to the immersive destination experiences, connecting with the advisor community while they experience our service and receive the latest updates. We are appreciative of the support of our travel advisor partners and the expertise they provide to our mutual customers.”
Social media was also integrated into the program, with daily challenges encouraging advisors to use Jamaica and Sandals Resorts as a backdrop for digital storytelling. ACTA positioned this as part of a broader effort to blend destination training with marketing strategies that connect with modern travellers.
“This FAM has been such a valuable experience because it incorporated the history and culture of Jamaica. So much more than just touring rooms. It gives you the confidence to sell the destination, not just a resort,” said travel advisor Dave Berry, who participated in the trip.
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