When Hurricane Melissa struck Jamaica in October 2025, Andrea Lindsay wasn’t just watching the headlines as a travel advisor. She was thinking about friends, hotel partners and communities she has worked with for years.

A Jamaica specialist and Top Seller through the Jamaica One Love Rewards Program, the Mississauga-based advisor at Your Travel Genie has built much of her business around the island – particularly destination weddings, romance and group travel. For Lindsay, Jamaica is not just a product, it is personal.

Four months into the country’s recovery, she sees something powerful happening: momentum.

“While I do not believe Jamaica has fully returned to pre-Melissa levels, in my opinion, sales are steadily rebounding,” she says. “Additionally, I am seeing a consistent increase in inquiries from both returning and new clients interested in Jamaica.” 

That momentum is being echoed at the national level. Jamaica’s Minister of Tourism, Edmund Bartlett, recently credited the travel trade with securing more than 23,000 room nights valued at approximately $8 million in bookings following Hurricane Melissa. The revenue injection has provided meaningful support to Jamaica’s tourism economy, reinforcing the critical role the travel trade continues to play in the destination’s recovery.

A Specialist's Perspective

From the outset, Lindsay says the key to navigating the immediate aftermath was clear communication. The Jamaica Tourist Board and suppliers were “extremely helpful” in assisting with cancellations and changes, she explains, noting that tour operators removed penalties and provided ongoing updates so clients could make informed decisions.

Today, she says, most clients require little convincing.

“Based on the inquiries I am receiving for Jamaica, there is minimal convincing or reassurance required. Most clients have either visited Jamaica before and knew what to expect or Jamaica was highly recommended to them. They have already done their research and are now seeking an expert to guide them through the booking process,” she says.

For those who are hesitant, Lindsay leans into what has always defined the destination.

“I remind my clients – especially repeat visitors – that the warm hospitality, vibrant culture, incredible cuisine and breathtaking beaches that Jamaica is known for remain unchanged,” she says. “Every visitor contributes to the rebuilding process and supports local families, businesses and communities.”

The positive feedback she’s received from clients upon their return home has reinforced her confidence: “Expectations were set prior to travel, so clients knew what to expect. Many are now eager to return to support the continued restoration efforts.”

Lindsay remains in close contact with the Jamaica Tourist Board through newsletters and weekly Irie Hour sessions and is planning both a site visit and a group trip to support local communities.

“Jamaica is open for business, and visitor numbers continue to grow each week. Jamaica is resilient, welcoming and ready, and there is no better time to show love and support as we rebuild,” she says.

National Trends: A Gradual Rebound

At the network level, recovery is also visible, though not yet complete.

Christine James, VP Canada at Travel Leaders Network, says that members are seeing measurable progress.

“Overall, our members are seeing an uptick in bookings over the past few weeks, so there are signs of a gradual rebound. However, it’s not yet fully rebounded to pre-hurricane levels, and our members recognize the need to put more effort into promoting Jamaica to support a full recovery.”

Confidence, however, remains uneven.

“Travellers’ confidence is not high right now. Unfortunately, consumer media and government advisories have put fear into clients travelling to or planning a trip to Jamaica,” adds James.

To counter that, advisors are amplifying authentic client experiences. James highlights one member who encourages advisors to contact returning clients and share their positive comments online to help reshape the narrative.

Supplier partners, she adds, have played a critical role by providing reliable updates, hosting webinars and launching targeted promotions to stimulate demand. While some resorts remain closed, James notes that many are scheduled to reopen by the end of Q2.

Encouragingly, post-trip reviews have been strong.

“Our members have been receiving very good feedback from clients who just returned from Jamaica and had a great vacation,” says James. “Their experience overall exceeded their expectations, which, of course, is a very positive message.”

What Tour Operators Are Saying

From a product and capacity standpoint, recovery is steadily advancing.

Renée Boisvert, Vice-President, Tour Operator Products & Sales and President at Transat Distribution Canada, says that 53% of the company’s Jamaica hotel portfolio is currently back online, with 18 of 34 properties operating and another set to reopen April 1.

“On the ground, our partners report that the hotels currently open are fully operational. Guests would hardly know the destination had been impacted, as service levels, amenities and overall guest experience are meeting expectations.”

Sales, she adds, are tracking upward.

“Sales have picked up meaningfully, although they have not yet fully reached last year’s levels for the same travel period,” Boisvert says. “That said, the recovery is clearly well underway, and consumer interest in Jamaica continues to strengthen.”

She also credits FAM trips as instrumental in rebuilding advisor confidence. A recent co-hosted visit with the Jamaica Tourist Board saw advisors tour seven operational hotels and return home “reassured and inspired.”

Similar sentiments were shared by Air Canada Vacations’ Director of Sales, Erminia Gallina says that inventory is gradually becoming back online. 

“Jamaica is open for business, with a significant portion of our product already operating and additional properties reopening on a phased basis. Recovery efforts continue to move forward in close coordination with local partners and authorities.”

Though recovery isn’t yet back to 100%, demand will naturally follow as more product becomes available, adds Gallina. 

“We’ve definitely started to see an overall increase in demand for Jamaica, and the travel trade has been incredibly supportive,” she says, noting additional capacity from Toronto to Montego Bay starting Feb. 24.

Gallina emphasizes the role of industry collaboration in restoring trust.

“I truly believe that the support from the trade has made a real difference,” she says, citing staff site visits and FAM initiatives led by the Jamaica Tourist Board, Sandals and Beaches. “It’s been amazing to see how our travel advisor community has come together to help Jamaica bounce back. And with the ongoing communication from our hotel partners and the Jamaica Tourist Office, we’ve been able to keep everyone informed. It’s truly inspiring how everyone rallied together during such a challenging time.”

Lead image caption: Reach Falls, Jamaica
Source: Travelweek