MONTEGO BAY — With the speed of Usain Bolt, Jamaica has become a runaway leader in the Caribbean tourism market.

Recent successes – like surpassing three million visitors year to date in 2024, and the continued expansion of Sandals Resorts International – were celebrated during the inaugural Sandals Jamaica Love showcase.

Kicking off with lively Jamaican music and dance, 1,000+ attendees including travel industry professionals, government officials including the Prime Minister Andrew Holness, Minister of Tourism Edmund Bartlett, plus travel advisors from Canada, the U.S. and Latin America, gathered at the Montego Bay Conference Centre for the day-long session.

Jamaica’s Minister of Tourism, Edmund Bartlett and Adam Stewart, Executive Chairman of Sandals and Beaches Resorts

The island-wide travel advisor FAM and Sandals & Beaches Resorts Showcase event took place this week, Oct. 13 – 20. It was the single largest privately-run fam trip ever in the history of Jamaica.

Adam Stewart, Executive Chairman of Sandals and Beaches Resorts and recently appointed Jamaica’s Ambassador/Special Investment Envoy for Tourism, happily offered a shout-out to the significance of his homeland.

“Jamaica is having a moment,” said Stewart. “The Jamaica brand has never been bigger – it’s a rock star of the Caribbean – and Sandals is a rock star too.”

Founded in Jamaica, Sandals Resorts International launched in 1981 with 99 rooms at Sandals Montego Bay, where all you needed to bring was love. As Unique Vacations’ EVP Gary Sadler explained, “everything else was included.”

This island resort company is embracing its 2.0 status, with innovation and regeneration the buzzwords for future growth.

Sadler instructed the crowd to chant their new mantra, “You come. You See. You Sell”, a sales pitch to help advisors keep channeling their devotion to selling the Sandals and Beaches Resorts.

Options such as butler service, and Swim-Up Suites, Rondoval Suites, SkyPool Suites and Overwater Bungalows, are among the many tempting options for clients to consider for their next holiday.

LOOKING AHEAD TO 2025

Tony Cortizas, Chief Marketing Officer of Unique Vacations Inc., revealed a peek into 2025.

Cortizas showed off newly-designed Sandals and Beaches brochures as well as the upcoming marketing campaign which will include online video, outdoor billboard, print, digital, email, television and materials created specifically for travel advisors’ use.

The new tagline is “Born in Jamaica, Made in the Caribbean.”

Prime Minister Holness spoke about the strength of Brand Jamaica and how he’s focused on showing the world a contemporary view of his island, highlighting Jamaica’s safety, security and sustainability … “and I always want it to be sexy.”

Jamaica has the numbers to boost its strong stance in the global economy.

With 4.2% unemployment, the lowest in recent years, Jamaica has cut its national debt in half and boosted the connection of tourism to the rest of the Jamaican economy.

Prime Minister Holness also spoke of additional infrastructure to make it easier to go from hotel or ship to the far corners of Jamaica, including the forthcoming expansion of the Negril Aerodome, after the success of Ian Fleming International Airport in Saint Mary parish near Ocho Rios.

AGENTS DONATE US$81K TO SANDALS FOUNDATION

ACV Vice-President Nino Montagnese praised the strong bond between Air Canada, ACV and Sandals Resort, a friendship forged over 40 years.

“We’re the only airline and tour operator who flies to every destination where there is a Sandals and Beaches Resort,” said Montagnese.

During panel discussions, Sandals team members shared expansion and updated plans and ongoing successes, such as their commitment to staff education, developing community programs, expanding the Sandals Foundation and improving company sustainability. The company’s move into regeneration underlines some incredible initiatives, such as 80% of the 93 million kilograms of fresh produce for the company sourced on Jamaica for its on-island resorts.

Travel advisors also had a surprise – a donation to the Sandals Foundation totalling US$81,000.

Additional presentations included the wedding program Aisle to Isle, and the evolution of food and beverage at Sandals, from the trio of international cuisine (French, Italian, Japanese) to specialty dining options like Butch’s Island Chop House, named for Sandals founder Gordon ‘Butch’ Stewart.

Other dining favourites include Jerk Shack (a fast-casual option for Jamaican cuisine), Buccan (family-style dining launched at Sandals Saint Vincent) or Dunn’s Rum Club, with 30 selected Caribbean rums, first opened at Sandals Dunn’s River.

“IT CAN’T HAPPEN WITHOUT YOU”

But don’t assume this spotlight on Jamaica and Sandals was only a series of talking heads.

Jamaica Love also showcased the island’s passion for music and dance.

Inspired speakers were followed by entertainment from the Sandals Resorts team and beloved performers like Mr. Big Deal aka Christopher Martin, who performed his hit I’m a Big Deal, and Dancehall DJ Agent Sasco (Jeffrey Campbell) who ended the conference with a rousing medley of favourite songs.

Sadler had a heartfelt reminder for travel advisors: “The power and growth of the travel industry doesn’t happen without you.”

The event’s celebratory mood got even more of a boost with trip giveaways and gift baskets, all dispensed with rollicking fanfare.

Sandals Resorts International and its partners acknowledged a prosperous year for the Jamaican tourism industry and Tourism Minister Edmund Bartlett emphasized the collective goal for 2025: to welcome five million visitors.