WITH golf being considered a serious part of Jamaica’s sports tourism product, Minister Edmund Bartlett and Gary Sadler, Unique Vacation’s executive VP of sales and industry relations, both welcomed the return of the Sandals US Travel Advisors Tournament following its two-year absence due to the novel coronavirus pandemic.

The 18th edition of the two-day tournament tees off today at the top-rated Sandals Golf and Country Club in Upton, St Ann.

While beaming about the prospects of travel advisors getting their swing on and also viewing, from close-up, the exquisite Sandals Resorts International properties, both alluded to the country’s tourism resilience throughout the pandemic.

Sadler, pointing to the importance of the tournament, said the decision to hire Jake Coldiron as national manager of golf sales was a no-brainer as the aim was always to improve on the foundation that was already established.

“We had to get serious about it so we had a decision to make: Do we bring in a golf expert or do we find somebody who is dedicated to do this job?” Sadler said in explaining how they went about acquiring Coldiron’s services.

He lauded travel advisors for their commitment to the task of selling Jamaica as the destination of choice.

“There is no way as an organisation we would have the same level of success that we have with you [travel advisors]. So my responsibility is to thank you, thank you for your commitment and support,” Sadler told advisors.

“We continue to expand as a brand. Again, at a time when most companies are scaling back and looking at the challenges of the world, we are the ones that continue to expand so we are very confident about the destination.

“If you want to show the effectiveness of this golf tournament and the fact that after two years you have returned, that only Sandals Resort is capable of bringing in 150 travel advisors from across the United States to not only enjoy golf but to experience Jamaica, then all you have to do is sell more Sandals and Beaches Resorts,” Sadler encouraged.

Bartlett echoed sentiments, explaining that the United States remains a strong market for Jamaica.

“I want to say how happy we are in Jamaica for the partnership that we had with you [travel advisors] over the period and for the confidence that you continued to place in us as we sought to use protocols to manage and navigate the great uncertainty that we call COVID-19,” the minister said, adding that since the recovery Jamaica has experienced improved numbers when compared to pre-pandemic numbers of 2019.

“It is really a joyous moment for us. The Sandals family is the statement by which all-inclusive is measured globally, and we are proud to give birth to Sandals because we are saying to the world: If you want to experience it, feel it, and know it, you have to come to Jamaica, the home of Sandals,” Bartlett declared.

The golf tournament will feature teams playing in a four-man scramble format, putting their skills to the test while competing in various competitions throughout the tournament.

Some honours up for grabs include the overall champion and runners-up titles, as well as the closest to pin events for male and female, along with the longest drive for both genders.