MONTEGO BAY, St James — Montego Bay Chamber of Commerce President Jason Russell is urging locals in areas spared by Hurricane Melissa to help boost economic activity in those places affected by the Category 5 storm. He cited the spurt in domestic tourism that kept many in the sector afloat during the COVID-19 pandemic as a useful model.

“I would like to see local tourism become a factor again, similar to what happened during COVID,” Russell told the Jamaica Observer Monday.

“I would love to see [on] the eastern side of the island — as we wean off the relief effort — [that] we get into a supportive effort in terms of coming down and supporting businesses, hotels, restaurants, and so forth,” he added.

St James was among the parishes significantly affected by the passage of the hurricne which left a trail of disaster on October 28. The clean-up continues, and the affected areas are in different phases of recovery.

Russell believes out-of-town support will help the country get back to normal.

“I would like to see local tourism kind of become a thing for the Christmas. Take up your children and come Montego Bay for the weekends because, as you know, a lot of hotels are closed and you’re going to have a lot of individuals opening shops and bars,” he said.

“You’re going to have a lot of existing places that would rely on tourism or tourists to support [them], and they [visitors] are not going to be here in that quantity,” he pointed out.

Russell stressed that it is time to move from relief mode to recovery.

“In short order we are going to move from people sending down water and toiletries and [instead will start] moving to some kind of commerce-supportive measures. People need to come and partake of what we have to offer,” he told the Observer.

“Jump in your vehicle and drive to Montego Bay and support a Pier One, or a Margaritaville, or some other space,” he urged.

The chamber president is convinced that the entertainment sector will play a vital role in Montego Bay’s ability to bounce back.

“I’ve seen flyers pop up. We at Pier One are having our New Year’s Eve party, I know All White Christmas Day is happening — I’m seeing some flyers floating around the place,” he said.

“That is what we would like to see. We are not trying to pull people from a party in Kingston but if you really want to help Montego Bay, if there is a party happening, come down and support because, of course, these dollars ripple through our city,” he continued.

Russell explained that these events are being strategically promoted because organisers know these are not ordinary times.

“People are being more realistic in terms of what the numbers will be, but I am happy to see that at least they are committing to having the events,” he stated.

And while he is banking on outside support the chamber president is also hoping that locals who are in a position to loosen their purse strings will do so.

“I was down at Fairview and talking to some of my members. They are seeing people coming out and shopping,” he said.

“Obviously everybody has adjusted expectations but it’s timely that they were able to open during the Christmas, because had we had this storm, say, in September and you are opening your place now in a dead month like a October, November, then you could definitely get hurt. Now, you’re opening at a time when sales would normally be up, and it’s positive,” he added.