After Hurricane Melissa, a Category 5 storm, hit the island of Jamaica last October, the destination has been in full restoration mode — and travel advisors have stepped in as key drivers of its recovery.
At the beginning of this month, the travel agent channel had officially secured more than 23,000 room nights (representing approximately $8 million in tourism dollars) for the island, infusing the nation’s tourism-related businesses with much-needed economic revitalization. Edmund Bartlett, minister of tourism for Jamaica, recently praised the efforts of these travel advisors, noting that their work is “essential in the face of unprecedented challenges.”
Our Analysis: Travel Advisors’ Work Is Critical for Post-Disaster Recovery
In the aftermath of a natural disaster, it’s difficult to know how to help, with advisors often weighing the pros and cons of sending clients to a recently impacted destination. And while it’s imperative for our industry to respect on-the-ground recovery efforts in the immediate aftermath of such an event, it’s equally important to step in and contribute to a return to normalcy once tourism infrastructure has been restored and local communities are ready to receive travelers again.
Jamaica offers a compelling example of how advisors can step restore confidence for visitors, boost the destination’s economy and help local communities, so that future travelers can continue to enjoy the island for years to come.
You represent a huge part of tourism, and even though you are away from Jamaica, your work is essential.
Fast Facts: Tourism Is Essential to Jamaica
- In Jamaica, each tourist engages with more than 175 touch points — from airport operations to hotel services, transportation and attractions, according to Bartlett.
- While tourism appears as 10% of GDP in statistics, it represents 34% or more of Jamaica’s economic activity.
What They Are Saying: Advisor Bookings Are Supporting Locals
“Without you, tourism couldn't happen,” Bartlett said during a travel trade event in New York. “You represent a huge part of tourism, and even though you are away from Jamaica, your work is essential. In the face of unprecedented challenges brought by Hurricane Melissa, you have worked tirelessly to restore confidence in our destination and deliver results that exceed our most optimistic projections. The $8 million in secured bookings represents a critical injection of revenue into the local economy, supporting the countless tourism-dependent businesses and workers impacted by the hurricane.”
