Jamaica Tourism Recovery: Hotels Now Reopen as Island Seeks Visitors for Winter Season

Published on December 1, 2025

After the damage Hurricane Melissa caused, Jamaica’s tourism sector, which is crucial to the island’s economy, is trying to reopen as quickly as possible. For Jamaica’s economy, which is 3rd in the world, tourism is also one of the highest contributors to the economy. Officials are trying to open the hotels for the crucial winter period, which has a high influx of international tourists.

A Tourism Industry Hit Hard by Hurricane Melissa

Hurricane Melissa, which struck Jamaica in October 2025, caused significant damage, particularly to the southwestern coastal regions. The storm, a Category 5 hurricane, left at least 45 people dead, with around 150,000 buildings destroyed. This catastrophe also crippled the island’s tourism industry, affecting hotels, resorts, and the livelihoods of thousands of workers who rely on tourism.

As power remains out in many areas, including Negril, a popular beach town, tourism operators are scrambling to reopen accommodations and facilities in time for the winter travel season, which begins in mid-December. Kellanie Kerr, who works at a souvenir shop in Negril, emphasized the importance of tourism to the town’s survival. “From a scale of one to 10? Ten,” Kerr said, “Or maybe 100, because that’s what we use here to survive.”

The Road to Recovery: Reopening Hotels and Restoring Services

By early December, approximately 70% of Jamaica’s 35,000 hotel rooms were expected to reopen, although the tourism ministry acknowledged that some properties would need more time to recover. Tourism Minister Edmund Bartlett reported that the island lost an estimated $62 million in the first week after the storm. Many hotels in hard-hit areas such as Negril, Montego Bay, and Treasure Beach are grappling with power outages and water shortages, which have delayed their reopening.

For hotels like Sandals, a major brand with resorts throughout the island, the recovery process includes not just physical repairs but also supporting the displaced workers. More than half the staff at the three most affected Sandals resorts were displaced by the storm, forcing the brand to focus on restoring homes for its workers, alongside rebuilding damaged properties. Some resorts, such as Sandals South Coast in Whitehouse, sustained severe damage and will remain closed until at least May 2026.

Call to Action: “Visit Us” to Support Jamaica’s Recovery

Despite the setbacks, Jamaican tourism officials are eager to get the message out: Jamaica is open for business. As the island repairs and refurbishes its tourism infrastructure, officials are encouraging international tourists to return and support the recovery effort. “If you want to support us, visit us,” they urge.

Christopher Jarrett, president of the Jamaica Hotel and Tourist Association, emphasized that while the damage was significant, a large portion of Jamaica’s tourism infrastructure remained intact. Areas like Ocho Rios and Montego Bay were less affected by the storm, and many regions, including Negril, had relatively minor damage. “Two-thirds of the island is still active and productive,” said Bartlett, stressing that visitors could still enjoy the beauty and culture of many parts of Jamaica.

Tourism’s Economic Significance to Jamaica

Tourism in Jamaica is integral to the country’s economic stability, with more than half a million people employed in the sector, from hoteliers to local vendors. The industry contributes significantly to the island’s revenue, and officials are working tirelessly to restore the flow of international visitors, particularly for the winter months, which are a peak period for travel to the Caribbean.

While the immediate damage to hotels and resorts has been profound, the recovery effort is also an opportunity to improve the resilience of the island’s tourism infrastructure. For example, hotel chains like Sandals are taking the opportunity to enhance their properties to be more resistant to future hurricanes, including upgrading to more durable roofs that are better suited to withstand extreme weather conditions.

Tourism Promotion: Domestic and International Initiatives

To attract more visitors, Jamaica’s tourism authorities are launching promotional campaigns and tourism packages targeting both domestic and international travelers. These packages include customized itineraries that encourage visitors to explore different parts of the island, combining leisure, nature, and cultural experiences. Events such as the 65th Vietnam Tourism Day celebrations have also been used to boost local interest and incentivize travel across the island.

Internationally, Phu Tho has been attending key tourism fairs, such as the KITS International Tourism Fair in South Korea, to showcase the island’s rich culture, eco-tourism options, and luxury resorts. This active international engagement is part of a larger strategy to bring more foreign tourists and investors into the country, thus ensuring the long-term sustainability of Jamaica’s tourism economy.

The Role of Culture and Reggae in Jamaica’s Tourism Identity

Jamaica’s appeal extends beyond its beaches and resorts. The island is renowned for its vibrant culture, music, and cuisine, particularly reggae music, which has made the island a symbol of relaxation, joy, and freedom. Even as the island works to restore its tourism infrastructure, the unique cultural experience that Jamaica offers remains intact.

Houston Moncure, the owner of Bluefields Bay Villas in Westmoreland, a luxury boutique hotel that sustained significant damage, emphasized the importance of the island’s cultural appeal. “The reason people come to Jamaica can’t be taken by a storm. The heart, the culture, the food, the reggae. That’s not gone, and if anything, it will be here in spades,” he said. This sentiment encapsulates the resilience of the island and its tourism industry, which continues to thrive on the strength of its cultural offerings.

Looking Ahead: A Resilient Future for Jamaican Tourism

With continued enhancement of tourist infrastructure, sustainable tourism, and the maintenance of authenticity, Jamaica will recover quickly and continue to attract millions of visitors every year. By focusing on the demands of travelers, facilitating local development, and rebuilding with resilience, Jamaica’s tourism will be stronger and more diverse, with broadened and durable opportunities for future generations.