KINGSTON, Jamaica — The Ministry of Tourism says its aggressive global marketing drive to rebuild and reposition the tourism sector post Hurricane Melissa has intensified, with Minister Edmund Bartlett departing the island to lead a high-level marketing blitz across New York and Spain.

According to the ministry, the New York visit, scheduled for January 15–17, is part of a multi-market campaign aimed at restoring visitor confidence, deepening trade and media relationships, and accelerating Jamaica’s tourism recovery.

“This marketing blitz is about more than restoring numbers; it is about restoring livelihoods, momentum and confidence surrounding our tourism sector, on which the Jamaican people depend. In the wake of Hurricane Melissa, we have taken decisive steps to stabilise and rebuild the sector, and now we are telling Jamaica’s recovery story directly to our most important partners and markets,” Bartlett emphasised.

While in New York, the minister will engage leading United States (US) media entities, travel advisors and industry influencers. On Thursday, January 15, he will tour NBC Studios and participate in TODAY Show-related activities, followed by a high-level media luncheon with representatives from outlets including Forbes, Ebony, Fodor’s Travel, TravelPulse, TimeOut, and leading Caribbean and diaspora platforms. That evening, he will host a travel agent engagement aimed at strengthening ties with frontline sellers of “destination Jamaica”.

On Friday, Bartlett will hold targeted meetings with senior editors Billy Cohen of AFAR and Grace White of Essence, and record a podcast interview with Pauline Frommer of The Frommer’s Travel Show, further amplifying Jamaica’s recovery narrative across influential platforms.

Bartlett is accompanied by a team from the Jamaica Tourist Board (JTB) and will return to the island on Saturday, January 17, ahead of his departure for Madrid, Spain on Monday, January 19. There, he will lead Jamaica’s delegation to the 46th staging of the International Tourism Fair (FITUR), one of the world’s premier tourism trade shows, being held in Madrid from January 21–25.

He is scheduled to return from FITUR on Sunday, January 25, 2026.

“This signals the intensification of Jamaica’s recovery and rebuilding initiative following hurricane Melissa,” Bartlett noted. “Despite the impact of the hurricane, Jamaica performed strongly in 2025, and our presence at FITUR allows us to convert resilience into renewed growth by securing partnerships, investments and market confidence,” he added.

During FITUR, the minister will hold high-level meetings with representatives of UN Tourism, the TUI Group, Grupo Piñero (operators of Bahia Principe Hotels & Resorts), Hyatt Hotels, and development firm Invertol, among others. He will also participate in several consumer and trade media interviews to further position Jamaica for a successful winter and summer season ahead.

“These engagements are essential to ensuring that tourism continues to drive economic growth, job creation and opportunities for our people. Jamaica is rebuilding with purpose, and the world will hear clearly that we are open, resilient and ready,” the tourism minister stressed.

The two-stop mission represents the latest phase of a broader international marketing push following Hurricane Melissa, which struck Jamaica on October 28, 2025, affecting several parishes, including key tourist areas. The wider campaign will also include engagements in London, South America, Canada and India, as Jamaica works to fully restore its tourism industry and protect the livelihoods it sustains.