Travel advisors have secured more than 23,000 room nights valued at approximately $8 million for Jamaica following Hurricane Melissa, marking a key milestone in the destination’s recovery efforts.
Jamaica’s Minister of Tourism, Hon. Edmund Bartlett, announced the figures while speaking to over 100 travel specialists at a reception in New York yesterday. Bartlett credited the advisor community for driving the destination’s return to normalcy.
“Without you, tourism couldn’t happen. You represent a huge part of tourism, and even though you are away from Jamaica, your work is essential,” Bartlett said in a statement. “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.”
Economic Multiplier Effect
Bartlett emphasized that the impact of these bookings extends beyond direct revenue. He noted that it takes at least 175 economic and social activities to satisfy a single tourist, creating a multiplier effect throughout the local economy.
“The 23,000 room nights you’ve secured represent not just numbers on a page, but livelihoods restored and businesses revitalized,” he said. “Each tourist engages over 175 skill sets and touch points—from airport operations to hotel services, from transportation to attractions—and at each point, income flows to Jamaicans.”
According to Bartlett, while tourism is often statistically cited as 10 percent of GDP, its actual impact is significantly higher.
“Many times, we overlook the true contribution of tourism. While tourism may appear as 10% of GDP in statistics, it really represents 34% or more of our economic activity,” he said. “Tourism is not a definable economic activity—it is a confluence of many economic and social activities that secure the well-being of Jamaica and Jamaicans.”
Ongoing Support
To facilitate these sales, the Jamaica Tourist Board has been working with advisors through familiarization trips, regular updates on infrastructure restoration, and collaborative marketing initiatives.
“This milestone of 23,000 room nights is just the beginning,” the Minister added. “With continued collaboration and your unwavering commitment, I am confident that our tourism sector will not only recover but emerge stronger than ever before.”
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