By Neil Armstrong
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| Photo credit: Jamaica Tourist Board Minister of Tourism Edmund Bartlett, right, presents a copy of his memoir to Wes Hall, Founder and CEO of WeShall Investments at a media brunch and luncheon at Iberostar Selection Rose Hall Suites on December 14, 2025. |
In the days leading up to the start of the winter tourist season in Jamaica, the buzz-words of the Jamaica Tourist Board (JTB) and organizers of Hurricane Melissa relief benefit concerts in the diaspora were “come back to give back.”
Like the palm trees on the grounds of S Hotel Montego Bay that are missing some of their fronds as a result of the fury of the Category 5 storm, but still standing unbowed, Jamaicans pummelled by the ferocity of the hurricane in western parishes are determined to rebuild. The word “resilience” is another used by many in various communities throughout the country.
At a Thanksgiving Church Service held at the historic Burchell Memorial Baptist Church in Jamaica’s second city to welcome the start of the winter tourist season, Reverend Davewin C. Thomas made restoration the focus of his sermon.
This was a fitting message for tourism officials, including Minister of Tourism Edmund Bartlett, Director of Tourism Donovan White, President of the Jamaica Hotel and Tourist Association Christopher Jarrett, a former tourism minister Aloun Ndombet-Assamba, and others gathered for the Sunday morning service on December 14 to express gratitude to God.
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| Burchell Memorial Baptist Church where Jamaica's National Hero, Samuel 'Sam' Sharpe, was a deacon. |
The tourism minister spoke of the resilience of Jamaicans and would later at a media brunch and luncheon Iberostar Selection Rose Hall Suites deliver an update on Jamaica’s readiness to welcome visitors on December 15, the date set to reopen tourism to the world at the beginning of the winter tourist season.
Minister Bartlett said despite the effects of the hurricane it “never managed to daunt the spirit of Jamaica and the capacity of the Jamaican to respond and respond well.”
“In the first week of Melissa, we repatriated 25,000 tourists that were on the island and none had an injury to talk about and none had an experience that was most excruciating. Everyone, essentially, left Jamaica safe. Thank God we survived Melissa; we have a story to tell the world.”
According to a Travel Market Report story quoting JTB Chairman, John Lynch, “after the hurricane, the business stopped.” They closed down for a week and were evacuating people, but after that, things started with a trickle and gradually picked up well.
Minister Bartlett said 71 percent of all the tourism assets were active and ready to bring the visitors back to Jamaica.
Within the first seven days of Jamaica’s winter tourist season, there have been over 70,000 visitor arrivals, signalling continued confidence in the destination and steady recovery of the tourism sector.
Of the total arrivals, approximately 46,000 were stopover visitors, while 30,000 arrived by
cruise ships, reflecting robust demand across both airlift and cruise segments. In total,
Jamaica has welcomed 370,000 visitors and earned US$331.2 million since the passage
of Hurricane Melissa. These figures underscore Jamaica’s position as one of the Caribbean’s
leading tourism destinations despite the impact of Hurricane Melissa.
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| JTB representatives, left to right, Judy Nash, Angella Bennett, Regional Director of Tourism for Canada at JTB, and Sedrecia Francis at the media brunch and luncheon at Iberostar Selection Rose Hall Suites |
Minister Bartlett welcomed the positive performance, noting that while the arrival numbers are encouraging, the country’s tourism recovery strategy extends beyond statistics.
“Our recovery is not only about increasing visitor numbers. It is also about ensuring that the men and women who power our tourism industry are supported as we build back stronger. These numbers equate to US$331.2 million in earnings and mean real jobs for our workers and earnings for the country’s economy.”
The tourism sector continues to place strong emphasis on relief and support programmes for its workers, providing direct assistance for their personal use. Over $2Billion has been earmarked to assist workers to stabilize their livelihoods, meet household needs, and actively participate in the sector’s recovery.
Part of the recovery initiative for workers includes the Tourism Housing Assistance Recovery Programme (THARP), which aims to aid tourism workers whose homes were damaged by Hurricane Melissa on October 28. At the beginning of the programme, more than 150 workers will receive support, though the target is to help more than 5,000 tourism workers by the end of the initiative.
“Investing in tourism workers remains central to building a more resilient and inclusive
tourism industry—one that delivers benefits not just to businesses and visitors, but to
Jamaican families and communities across the island,” said the minister.
With the winter season now underway, stakeholders are optimistic that continued growth in arrivals, combined with sustained support for tourism workers, will further strengthen
Jamaica’s economic recovery and long-term tourism development.
“Our partners and stakeholders continue to invest in the island’s tourism recovery which
highlights a deep sense of confidence that we will build back even better,” said White.
The minister of tourism continues to have dialogue with stakeholders to strengthen the
labour market arrangements within the sector, securing the tenure and support for workers as the recovery progresses.
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| The 'Harmonies of Hope' benefit concert was held at the Meridian Arts Centre in Toronto on December 10, 2025. |
Jamaican-Canadians Applauded by Tourism Minister
In the audience at the media brunch and luncheon were Angella Bennett, Regional Director of Tourism for Canada at the JTB; Wes Hall, Founder and Executive Chairman of WeShall Investments based in Toronto; and Natasha Borota, Founder of The It Factor Ltd., whose company manages the administration of Helping Hands Jamaica Foundation, a non-profit organization that builds schools in Jamaica and seek to improve the lives of the next generation of children.
“We were able to say to the world, come and help us, and the world did. And so, I want to thank the world, I want to thank our friends in Canada, some of whom are here today,” said Minister Bartlett while thanking China, the United States, India, Barbados, the United Kingdom and other countries.
He attended the “Harmonies of Hope” benefit concert at Meridian Arts Centre in Toronto on December 10, and told those gathered at Iberostar Selection Rose Hall Suites that he was “blown away by not just the generosity of the Canadians but by the strength of our diaspora and the purposefulness of their attitude in driving a process in ten days.” He noted that they raised just a little shy of $2.5 million Canadian.
The minister acknowledged that three of the architects of the event were in the room: Bennett, Borota and Hall. He also thanked Jamaican-Canadian Donette Chin-Loy Chang, Chancellor of Toronto Metropolitan University and philanthropist, who played a critical role in the fundraiser.
Having already autographed copies of his book, The Journey. The Service. The Man.: Edmund Bartlett’s Time Capsule 1980-2022, to Borota and Chin-Loy Chang, he presented Hall with a copy of his memoir at the luncheon.
“There’s a gentleman here who was the star of the show because when he picked up the phone and called anybody for a contribution, he doesn’t get no, he doesn’t get anything under like $25,000 and half-a-million. He’s a Jamaican boy from St. Thomas and he will tell you his story because it’s a powerful story. But it’s a story of inspiration and resilience and it tells you, truly, that in life it’s not where you’re coming from, it’s where you’re going,” said Minister Bartlett in his introduction of Wes Hall, who is also the Chancellor of the University of Toronto.
Hall said after the passage of Hurricane Melissa he told Bennett that she could not be encouraging people to visit Jamaica when there was so devastation in some parts of the country. He thought it would be a bit insensitive.
However, his opinion soon changed when he visited the land of his birth.
“I came down here and started to walk around. I completely changed my attitude because not all of Jamaica is devastated. There are parts where people still have jobs, and they are going about their lives. Without our economy bouncing back, like tourism for example, it’s going to have a negative impact on those people and on the entire island. And as a result of that, it makes it more difficult for us to come back.”
Hall supports people coming back to Jamaica and giving the country their business instead of only offering money.
“I’m here to let people know that there’s nothing wrong with coming here and enjoying what Jamaica has to offer. We’re certainly not going to bring you into the places that are devastated to have you stay there and sit on the beach and enjoy yourself. But there are other parts of Jamaica that still need you and welcome you. You should not feel bad about coming,” said Hall, whose memoir, No Bootstraps When You’re Barefoot: my rise from a Jamaican plantation shack to the boardrooms of Bay Street, was published in 2022.
He said tourism is the engine of the economy and if it stops, the economy will be worst for Jamaica.
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| Andres Cope, S Hotel's Manager and Brand Ambassador, left, with Brandon Gonez, CEO of Gonez Media Inc. Kiwayne Jacobs, JTB Public Relations Officer is in the background. |
Some Things Happening on the Ground in Jamaica
In the parking lot of S Hotel Montego Bay, a 9-member team is building temporary houses to assist some Jamaicans adversely affected by the hurricane.
Noting that the hurricane has left a trail of devastation, families have lost their homes, their livelihoods, and the very essentials of daily life, the S Hotels Foundation is leading urgent relief efforts, providing shelter, medical aid, food, and essential supplies to those most affected.
S Hotel’s Manager and Brand Ambassador, Andres Cope, said after the storm they received a flood of calls from guests who had reservations that were wondering if the hotel was open or had sustained damage.
“It went from that to ‘we’re feeling guilty; we don’t want to travel because how do I take a vacation when I know that there’s a part of the island that is damaged.’ So, it was out of that, that we decided to do something.”
Cope visited St. Elizabeth and saw the devastation, and then travelled to their partner Bluefields Bay Villas where upon witnessing more damage, he thought he and his team had to do something.
“Together with the S Foundation and the owner Chris Issa, we decided we want to do some temporary shelters so that’s where S Shelters was born. The goal now has become sixty homes before the end of the year.”
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| One of 60 houses that will be built in the parking lot of S Hotel Montego Bay by S Shelters, an initiative of S Hotels Foundation. |
They have already completed ten and mounting interest from corporate Jamaica is resulting in donations from a paint supplier, government representatives, and members of parliament.
“We’re also providing homes to some of our team members who lost everything and really, it was through them that the first three homes were delivered because they had neighbours who lost everything.”
Guests have called to book their reservation and offered to help build one of the houses when they get to Jamaica.
“We’ve even added a promotion; if you stay ten nights or more, we’ll donate a house with their name on it. And even if you stay 4 nights, 5 nights, you can donate to the S Foundation and we’ll definitely say that this house was donated on behalf of you,” said Cope who is grateful for the outpouring of support and “the big heart that exists in this country.”
Each house—a one-bedroom studio—costs about $300,000 and S Hotel is committed to donating approximately $21 million (Jamaican) to build the sixty houses.
“We’re getting tonnes of emails from concerned citizens who feel that this initiative could actually help, and again it’s not a permanent home, it’s a temporary shelter,” said Cope who underscored that the hotel is Jamaican-owned and employs Jamaicans.
S Hotel Montego Bay remained open throughout the hurricane and housed some of its team members during and after the tropical cyclone.
“We also donated 30 rooms to charities so we had six or seven relief groups that were staying here,” said Cope, noting that many of them helped to build the first eight houses they completed.
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| Left to right: Ale Chocano, Sharon Cunningham, and Santiago Trevino of World Central Kitchen at the Montego Bay Convention Centre in St. James, Jamaica. |
World Central Kitchen at the Montego Bay Convention Centre
Since the nonprofit organization, World Central Kitchen (WCK), flew to Jamaica a few days after the passage of Hurricane Melissa, they have set up a large-capacity kitchen at the Montego Bay Convention Centre with support from the Sandals Foundation.
Working with local partners including restaurants and chefs, they have provided five million meals for Jamaicans in areas severely impacted by the hurricane. They also have locations in Mandeville and Negril and have been preparing tens of thousands of meals daily.
“Alongside our other kitchen in Negril and more than 30 restaurant partners, our meals are reaching families in the hardest-hit communities,” notes WCK on its website.
Sharon Cunningham, Logistics and Volunteer Coordinator, said quality control is done to ensure that the meals leave the kitchens hot and arrive at their destinations at the same temperature as well.
World Central Kitchen is also providing employment opportunities for many Jamaicans and sources its food from local suppliers.
On December 15, when a team of journalists from Canada visited the Montego Bay Convention Centre to see the WCK operation, it was a beehive of activity with its now popular and widely seen modified, large paella pans on custom burners cooking curried chicken and rice. Nearby were large containers of carrots and green peas to complement each serving.
There were cases of water being carried to a fleet of vans as the drivers awaited the cooked meals to distribute across affected areas of the country.
Cunningham noted that the approximately 400 volunteers had to register through the Council of Voluntary Social Services. She is proud of her role in helping others in the aftermath of the hurricane.
World Central Kitchen will remain in Jamaica until January 2026.
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| Curried chicken on the stove at World Central Kitchen, Montego Bay Convention Centre. |
Falmouth Pier
Driving from Montego Bay to the Falmouth Pier in Trelawny, a visitor will see the damage caused by the hurricane to old Georgian buildings and some homes with tarps covering roofs.
But at the Falmouth Pier, everything is ready to welcome cruise visitors to the town that the Encyclopedia of Jamaican Heritage written by Olive Senior describes as “the town in Jamaica that has best maintained the features and ambience of the past, and has been declared a Historic Town.”
Minister Bartlett toured the pier and other tourist destinations and attractions throughout northwestern Jamaica that are open to welcome tourists.
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| Sandals Ochi |
Sandals Ochi
At Sandals Ochi, a choir consisting of hotel staff sings a welcome song whenever a visitor arrives. Its General Manager Carol Bourke welcomes us—a contingent of journalists from Canada on a media trip, courtesy of the JTB, to see the resort areas, attractions and activities that are fully open and demonstrate the island’s strong recovering following the hurricane—and we are offered a drink.
In conversations at dinner, Lyndsay Isaacs, the effervescent Regional Public Relations Manager for Sandals Ochi Beach Resort and third-ever recipient of the Stewart Family Culture Award, said the property lost some of its rich flora and there was minor damage caused by a tree. Guests were all over, dining, working out at the gym, walking the property or being transported to or from wherever they are on the grounds.
On its website, the description of the all-inclusive notes: “On one end, there’s the sunny beach club bubbling with energy. On the other, you’ll find serene Butler Villas nestled in a 100-acre garden. Whichever home base you choose, there’s dozens of bars and restaurants to check out for a change of pace, including a speakeasy (if you know how to find it).”
Sandals Resorts International said five of its resorts in Jamaica began welcoming back guests as of December 6. These include: Sandals Dunn’s River, Sandals Ocho Rios, Sandals Royal Plantation, Sandals Negril, and Beaches Negril.
Sandals Montego Bay, Sandals Royal Caribbean, and Sandals South Coast will welcome guests on May 30, 2026.
“These resorts, located in areas hardest hit by the storm, require additional time to fully recover and we appreciate your patience and understanding as we carry on the essential work to restore them to the high standards our guests have come to expect,” notes a message on the website of Sandals.
It also stated that: “Many have asked how they can help our local Jamaican communities. The Sandals Foundation, the philanthropic arm of Sandals Resorts International, is leading on-the-ground efforts of support. One hundred percent of every donation goes directly to relief. For more information and to join our mission, please visit: www.sandalsfoundation.org.”
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| Scotchies Ocho Rios |
Scotchies Ocho Rios
Scotchies Ocho Rios is a must-stop when in Ocho Rios, St. Ann.
Scotchies Ocho Rios is the place to grab mouthwatering jerk dishes, sides and soups. Rustic, yet homely, and conveniently located in Drax Hall, the restaurant is open from 11:00a.m. - 11:00p.m., Scotchies Drax Hall is the place to enjoy two great Jamaicans - jerk meats and Red Stripe Beer, notes the visitjamaica.com website.
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| The view from Frenchman's Cove Beach |
Frenchman’s Cove Beach
Frenchman’s Cove accommodation officially reopened on December 10. The beach there is picturesque and surrounded by verdant trees.
“Frenchman’s Cove beach is a hidden treasure; picture-perfect with soft, golden sands and sapphire water, shaded by a canopy of emerald trees. Our beach is a unique place where the sea and river combine to create a tropical paradise. Frenchman’s Cove beach is the kind of place where you lose track of time. You can laze with a book, relax with some drinks, or splash in the sea salt spray. The beach is accompanied by freshwater riverside showers, restrooms, and a locally-operated beach bar and grill,” notes its website.
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| Steve Beaver, Co-owner of Geejam Hotel in Port Antonio, Portland, Jamaica. |
Geejam Hotel
The history of Geejam Hotel is steeped in music. “Nestled in the rainforest at the foot of the Blue Mountains and overlooking the azure seas of Port Antonio, a region of Jamaica frequented by celebrities and explorers for the last 100 years. Geejam is a hotel for the rest of us—a magical destination for those not looking to escape life but inspire it. The masterpiece of music industry vets and developers Jon Baker and Steve Beaver, the property plays host to the current Port Antonio Renaissance,” notes its website.
Its Rhumba Rooms honours Jamaican musicians such as Sister Nancy, Toots, Millie Small, and others—each room is named after a different artist. There are also cabins and villas.
Beaver, who recently arrived from Hong Kong, was on hand to dine and share with us a history of Geejam Hotel and gave us a tour of the renowned Geejam Studios and shared anecdotes of recordings by various celebrities such Sam Smith, Gwen Stefani, Alicia Keys, Drake, Bad Bunny, Beyonce, Rihanna, and others. His storytelling follows the warm welcome by Rueyella Blake, Reservations, Sales, and Events Coordinator at the hotel.
“Geejam Hotel is an intriguing local haven for culturalists and creative instigators. A private oasis for discerning adventurists. A destination that celebrates the duality of natural beauty and modern convenience. With its rich tradition of attracting creative and free spirits seeking illuminating, melodic experiences this hotel has played host to a loyal celebrity and artist following (many of whom have made music history in the onsite recording studio), but also attracts solitude seekers with an effortlessly cool, laid back, and sexy vibe. And though far-flung, it’s also warm, inviting, and altogether luxe. Breathe deep as the tree frogs and rock steady rhythms provide an epic soundtrack to your journey. Beautiful seclusion, tranquility, and stylish, sun-drenched daydreams await. Off the grid, yet totally dialed in. You’ll want to come back again and again,” continues the website.
Music recording is a mainstay of the hotel but other things, namely health retreats and weddings, are growth areas for the business.
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| The view from one of the Rhumba rooms at Geejam Hotel |
Jamaica Food & Drink Kitchen
At the Jamaica Food & Drink Kitchen where “food is the art and the artisan is you,” Chef Celeste Gordon and Assistant Chef, Tamara Shirley McKenzie, led us in a cooking class of oven roasted guava-glazed jerk chicken, rice and peas, coconut callaloo, and saltfish fritters. This is where a lover of chocolate can find different flavours, some with scotch bonnet pepper, coconut, and other options.
“This is the place to enjoy cooking, baking mixology classes for all levels or have fun sipping cocktails while creating inspired culinary concoctions, all guided by an all-star line-up of local celebrity chefs. Connect with your team, try tasty treats and mixes or learn new skills at the Jamaica Food & Drink Kitchen. The Kitchen is available for private, group and corporate events,” notes its website.
It's fun to do this with a group of friends, relatives or visitors.
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| Chef Celeste Gordon at Jamaica Food & Drink Kitchen |
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| Assistant Chef Tamara Shirley McKenzie |
Bob Marley Museum
Take a tour of the museum and your guide could be musician Ricky Chambers, aka Ricky Chaplin, who is also featured in the “Bob Marley: One Love” movie. His insights, jocularity, and knowledge of the Jamaican reggae icon added a lot to the experience of visitors. Marley’s granddaughter, Donisha Prendergast, was also there when we visited.
“The Bob Marley Museum is situated on the site of the legendary musician’s home, which he purchased in 1975. This house, featuring 19th-century architecture, was Marley’s home until his transition in 1981. It was converted into a museum six years later by his wife, Mrs. Rita Marley. The main museum displays Marley’s personal treasures.
“The property also features a well-equipped 80-seat theatre, a photographic gallery, a record shop and a gift shop filled with a wide array of Bob Marley memorabilia.
“Relax and enjoy a sumptuous meal from the One Love Café after you’ve completed your tour which offers a peek into every aspect of Bob Marley’s life,” notes their website.
Just outside the Bob Marley Museum
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| Bob Marley's granddaughter, Donnish Prendergast, and her organization, Humanity Ova Vanity (HVO), has been working in Petersfield, Westmoreland, in the aftermath of the hurricane. |
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| Musican Ricky Chambers is the tour guide at the Bob Marley Museum. |
S Hotel Kingston
“S Hotel Kingston, our iconic hotel in the heart of Kingston City, offers an authentic boutique experience with a touch of grandeur. Whether you're attending a meeting in our boardroom or immersing yourself in the vibrant nightlife, we place you at the centre of the city's business and attractions. Our modern, stylish rooms are designed for comfort, offering the perfect escape from the city's energy, while our inspiring restaurants fuel both your appetite and desire to explore, making your stay in Kingston truly unforgettable.”
It is a short distance from the historic landmark, Devon House, and the public park, Emancipation Park.
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| Canadian group of journalists with Steve Beaver, Co-owner of Geejam Hotel, second from left; Rubella Blake, fifth from left; and Candace Thomas of JTB, second from right. Left to right are: Michael Pihach, Jennifer Bain, Hope Dos Santos, Neil Armstrong, Esteban Lombana, Brandon Gonez, and Gary Lawrence |
JTB host, Candace Thomas, and driver, Melvin Waite, were our gracious travel companions during the December 12-18, 2025 media trip, sponsored by the Jamaica Tourist Board, covering Montego Bay, Falmouth, Ocho Rios, Port Antonio, and Kingston.
