Marking the island’s first major industry gathering since Hurricane Melissa, Sandals Resorts International (SRI) brought nearly 400 travel advisors and industry partners “Back to Jamaica” from 03-06DEC for a four-day immersion event at Sandals Dunn’s River.
“Seeing is believing,” said Adam Stewart, Executive Chairman of SRI, speaking the night before the 06DEC reopening of Sandals and Beaches Resorts in Ocho Rios and Negril. “Much of Jamaica was largely unaffected, and it is important that you come and see it. Of course I can stand on a stage and say Jamaica is ready, but when you walk the roads, meet the people, visit the attractions, and feel the spirit of this island for yourself—you know it.”
“Jamaica has never looked more beautiful, and the gratitude of our people has never stronger,” he summarized.
Open Jaw’s Slawek, on the ground for the event, agreed—pointing to the scale, speed, and emotion on display throughout the week.
“The ‘Back to Jamaica’ celebration was a truly memorable event which, it must be noted, was pulled together in under two weeks,” she said. “It was a striking example of Sandals’ ability to mobilize and execute major logistics on an extremely tight timeline. One minute a structure was going up, and an hour later it had been transformed into a full-scale concert venue.”
As hundreds of advisors gathered under a massive tent to hear from Sandals and Jamaica leadership, Slawek said the “energy and love was palpable. And when a children’s choir sang a rendition of One Love, the tears flowed.”
Recognized for her leadership in relief efforts across Jamaica’s hardest-hit communities, Sandals Foundation Executive Director Heidi Clarke received a standing ovation. Her priority now is getting schools reopened quickly and returning children to “normalcy, learning, hot meals, and love.”
Echoing Donovan White, Director of Tourism at the Jamaica Tourist Board, that just 38 days had passed since the storm, Stewart reinforced that Jamaica’s recovery is both ongoing and deeply collaborative, crediting the relentless work of communities, team members, government partners, and international allies.
White stressed that while a narrow corridor of the island saw significant damage, “the vast majority of Jamaica is open, vibrant and eager to welcome visitors.”
Recovery in Action
Industry leaders from across the public and private sectors joined the gathering. Jeremy Jones, SRI’s Managing Director for Jamaica, detailed continued investment in the destination, noting that “preparing properly is how you recover faster.”
Shane Munroe, CEO of Sangster International Airport, outlined the extraordinary effort required to get the airport, responsible for welcoming 70% of Jamaica’s visitors, back up and running, acknowledging Sandals’ support in the process.
Advisors spent the four days exploring the island through Island Routes excursions and visits to open attractions, including Dunn’s River Falls, Mystic Mountain, Yaaman Adventure Park, championship golf, and luxury catamaran cruises, underscoring that Jamaica’s tourism ecosystem is very much alive.
“Tourism doesn’t work unless the entire ecosystem comes back together,” Stewart said. “From taxi drivers and tour operators to craft vendors and restaurateurs—they’ve opened their doors for you and are ready to welcome your return.”
A celebratory beach party brought the event to an uplifting close — a finale infused with Jamaica’s music, flavours, and unmistakable joy. It was a fitting end to a week that symbolized not just recovery, but renewal.
For Slawek, the enduring takeaway was witnessing “the travel industry’s love affair with Jamaica, and most especially with Sandals.” It was “abundantly clear,” she said, that Sandals “takes care of its own” from the advisors who drive its business, to the guests escorted safely during the storm, to staff who were fully compensated during the month-long closures.
“After years of travel, you learn to get a feel for the culture of a property. Whether staff feel respected. That they belong. At Sandals each and every touchpoint is truly a joy,” she said. “Stand for a moment looking a little lost and a smiling face appears at your side ready to escort you wherever you need to be. It’s quite remarkable.”
