by Natasha Lair
Last updated: 7:00 AM ET, Mon October 26, 2026
Speaking to approximately 300 travel advisors and tourism stakeholders in Toronto, Jamaica's Minister of Tourism, Hon. Edmund Bartlett, outlined the island's rebuilding efforts and emphasized the importance of the Canadian market, which is expected to provide approximately 400,000 airline seats this winter.
"Melissa was able to bend us, but it could not break us. We are not bouncing back; we are bouncing forward," he declared.
Bartlett said Jamaica is using the recovery process to address longstanding infrastructure challenges while restoring hotels and attractions affected by the hurricane.
The work includes renovations to tourism properties, improvements to road networks and upgrades to the island's airports.
Among the infrastructure projects being considered are improved road connections along the north coast to reduce 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 increase capacity and improve passenger movement.
Bartlett also identified technology as an important part of the recovery strategy, pointing to digital systems and biometrics as ways to reduce airport processing times.
"After a long flight, visitors want to reach their hotels and the beach quickly," he said.
Canadian Travel Advisors Key to Winter Recovery
With approximately 400,000 airline seats scheduled from Canada this winter, Jamaica is counting on its airline partners, tour operators and travel advisors to help turn that capacity into visitor arrivals.
Bartlett thanked the Canadian travel trade for its continued support, emphasizing that tourism's recovery is essential to the thousands of Jamaicans who depend on the industry for their livelihoods.
Director of Tourism Donovan White said the destination remains focused on maintaining traveller confidence as rebuilding continues.
"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."
Angella Bennett, Regional Director for Canada at the Jamaica Tourist Board, also acknowledged the role of Canadian travel advisors in supporting the island's tourism industry.
"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."
Bartlett encouraged advisors to keep clients informed about Jamaica's recovery, continue promoting the destination and visit the island to experience its tourism offerings firsthand.
The Jamaica Tourist Board’s Fall Destination Update Seminars continue in Western Canada this week, with stops in Calgary on October 26, Edmonton on October 27 and Winnipeg on October 28.
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