Sandals' "Welcome back to Jamaica" event highlights destination's recovery
Deepi Harish
Jamaica is back and stronger than ever: that was the overarching takeaway of the island’s first major industry event since the devastating Hurricane Melissa.
Striking on October 28, the first Category 5 storm to hit Jamaica carved a 10-mile-wide path of destruction across the western and southwestern coasts. Extreme winds, flooding, and landslides caused widespread damage to homes, infrastructure, and agricultural areas, leaving blocked roads, and other safety hazards in its wake.
While the impact in the hardest-hit regions was severe, during an in-person town hall, Adam Stewart, Executive Chairman of Sandals Resorts International, reminded industry partners that the majority of the country remained intact. “Much of Jamaica was largely unaffected, and it is important that you come and see it.”
Reinforcing this message, Donovan White, Director of Tourism for the Jamaica Tourist Board, noted that although a narrow corridor of the island sustained notable damage, “the vast majority of Jamaica is open, vibrant and eager to welcome visitors.”
The route from Montego Bay’s Sangster International Airport to Sandals Dunn’s River Resort in Ocho Rios, a roughly two-hour drive, still shows some pockets of visible damage, including stripped palm trees and downed power lines closer to Montego Bay, the scenery quickly fades approaching Ocho Rios. The country has made significant progress in clearing roads, restoring services, and repairing key infrastructure. Stewart emphasized that Jamaica “has never looked more beautiful, and the gratitude of its people has never been stronger.”
Just 36 days after the hurricane, the Sandals team welcomed nearly 400 travel agents and industry partners to Sandals Dunn’s River for the “Back to Jamaica” trip.
In the photos: Students from Steer Town Primary sing for attendees; Heidi Clarke, Executive Director of the Sandals Foundation; and Adam Stewart, Executive Chairman of Sandals Resorts International with Gary Sadler, Executive Vice President of Sales and Industry Relations at Unique Vacations Inc.
The group included 250 advisors in total, with 21 representing Canada. The Canadian travel advisors were from across the country, travelling from British Columbia, Alberta, Saskatchewan, Ontario, Quebec, Nova Scotia, and Prince Edward Island. The four-day immersive program, held on Dec. 3–6, provided attendees with an on-the-ground look at the destination’s rapid recovery and reaffirmed that Jamaica is fully open for business.
For many travel advisors, the gathering felt like a reunion of colleagues who had last stood on this very island before the hurricane. Familiar faces reconnected with resort staff sharing warm embraces and heartfelt conversations, underscoring the deep personal ties that bind the travel community to Jamaica.
During the visit, attendees had the chance to explore more than just Sandals Dunn’s River. Many ventured off-resort to experience the island’s attractions, including Mystic Mountain, an eco-adventure park set in the rainforest, private catamaran charters where they could snorkel or rounds of golf at Upton Estate Golf & Country Club. Regardless of the activity, advisors returned to the resort with broad smiles, energized by both the experiences and the opportunity to see Jamaica thriving firsthand.
“Landing in Jamaica, I expected to see much worse,” said Stephanie Edwards of The Travel Agent Next Door in Glencoe, ON. “Seeing the flowers and trees coming back to life made me so happy.” She added that some of her clients have been hesitant to book, waiting for reassurance, and she can’t wait to share that the destination is back in full swing.
“We could have opened three weeks ago, the resort was ready, but we needed to give our team time off,” said Maureen Barnes-Smith, Vice President of Sales and Marketing for Unique Vacations Canada. Many staff members have families a few hours away in areas that were heavily affected. “We had to give them the space to check on their families, emotionally reconnect and make sure they were in a good place before returning to work.” During this period, Stewart emphasized, 100% of Sandals team members continued to receive their full pay, along with food, medical and dental benefits, cash gifts, care packages, and building materials for their homes, ensuring staff could focus on both personal and professional recovery.
In the photos: A room with a view at Sandals Dunn’s River; the Welcome Back to Jamaica event featured nearly 400 travel agents and industry partners; excursion time at Mystic Mountain.
Supporting staff recovery was only one piece of a broader effort. Heidi Clarke, Executive Director of the Sandals Foundation, explained how the organization mobilized quickly on the ground.
“We started with our team members, then moved to our hospital partners, and now we are turning our efforts to children. Our goal is to restore normalcy, provide environments that are clean, safe, and joyous, where children can learn, laugh, and enjoy hot meals while coping with the trauma they experienced.” She added, “The support you are giving our team members and their families extends beyond the resorts. It puts drivers back on the road, tour operators resuming tours, farmers, fishers, artisans, and small vendors. You are helping restore livelihoods, and that is what brings life back to our communities. The trickle-down effect is tremendous and we are deeply grateful.”
Building on the theme of resilience, when asked how Stewart remained positive and has helped the island’s recovery workforce stay motivated, he reflected on the island’s spirit: “I’ve been entirely inspired by the resilience of the people of Jamaica. Resilience is often used as a buzzword, but the actual spirit we’ve witnessed every day has been nothing short of phenomenal. For those affected by the hurricane, seeing their positivity and determination has been incredibly inspiring and it’s kept all of us going.”
As Jamaica continues its remarkable recovery, Stewart celebrated the reopening of five Sandals and Beaches resorts, including Sandals Dunn’s River, Sandals Royal Plantation, Sandals Ochi, Sandals Negril, and Beaches Negril, all fully operational as of December 6. Looking ahead, he noted that the remaining three Jamaican properties: Montego Bay, Royal Caribbean, and South Coast, are slated to reopen on May 30, 2026, reflecting the careful planning and ongoing restoration efforts needed to bring all resorts back to full strength.
Stewart also highlighted that every Sandals property is undergoing a 2.0 upgrade, ensuring guests enjoy an experience that is even more elevated than before. He and the executive leadership team emphasized that the island’s true magic is best appreciated in person and they’re ready to welcome guests back now.
