MONTEGO BAY, St James — Tourism stakeholders here have responded with enthusiasm to the United States’s decision to adjust its travel advisory for Jamaica to Level 2, describing the move as timely, confidence-boosting, and critical as the island heads into the peak winter tourist season.

The revised advisory, issued on Saturday, comes just two months after Hurricane Melissa battered western parishes, prompting Washington to slap the country with a Level 3 advisory and warning travellers to reconsider travel due to crime, health, and natural disaster risks.

The Level 2 advisory, on the other hand, still cautioned vigilance due to crime, health, and natural disaster risks, but noted improvements for traveller safety — including that all major airports have reopened for commercial flights — and advised travellers to confirm the availability of services and amenities before travelling.

The advisory also maintained that while violent crime is a risk throughout Jamaica, tourist areas generally see lower rates of violent crime than other parts of the country.

President of the Jamaica Hotel and Tourist Association (JHTA) Christopher Jarrett said the association is happy with the revision, revealing that the association had been lobbying quietly for it.

“We’re obviously pleased with it. JHTA has been lobbying quietly behind the scenes for this change because we know that the… advisory was implemented as a result of the hurricane, and we felt that the recovery has been robust, by any measure, and has been much more swift than anybody has ever seen in any situation with [a] hurricane of this nature,” Jarrett said.

“So, we had been requesting the revising, and so we’re quite pleased with it. We imagine that it will augur well for the tourism and hospitality sector as we’re entering this winter season,” he continued.

Jarrett added that while the benefits may take some time to fully materialise, key source markets are likely to respond positively.

“It will take a little while for people to take notice, but we know for Canada, in particular, they tend to pay a little closer attention,” he noted.

Addressing wider regional issues, Jarrett stressed the importance of clear and consistent messaging.

“Notwithstanding what’s been happening in the region, we think that if our messaging continues to be clear about where the island is in respect to Venezuela… we’re hopeful it will work for us, because people want to be able to go to somewhere that’s safe and close by, and so I think that needs to be our message,” Jarrett told the Jamaica Observer on Sunday.

Meanwhile, executive deputy chairman of Chukka Caribbean Adventures, John Byles, also welcomed the adjustment, pointing to the ripple effect across the wider economy.

“Without a question, we welcome the adjustment. It has meaningful implications for the groups and events business, as well as we’ll get more visitors coming… more visitors coming and going out to enjoy themselves — not staying on the properties,” Byles said.

“When they go and enjoy themselves and meet real Jamaican hospitality, if it hooks people, they’re going to come back again and again. And the more people that get up and go out, it reaches us in the different businesses — the attractions, bars, nightclubs, craft vendors, bus drivers,” he added.

For his part, chief executive officer of Margaritaville Caribbean Group and chairman of the Tourism Product Development Company Ian Dear described the revision as a testament to Jamaica’s resilience following Hurricane Melissa.

“It truly is a testimony to Jamaicans and Jamaica that we were able to recover in such a quick and sustainable fashion from [Hurricane Melissa],” Dear said.

“So the reality is that we were at a travel advisory Level 2 before the hurricane, and the hurricane caused us to go to Level 3. And so the fact that we are able to demonstrate the level of recovery in such a short time is, I think, something that we should be very proud of,” he added.

Dear also linked the improved advisory to national security gains.

“The fact is that, that’s combined with all the efforts of our security forces in bringing crime to the level that we have achieved. And, of course, we want it to be even better, but it’s something, again, that we should embrace and celebrate the wins that we have achieved,” Dear said.

He also agreed that the return to Level 2 will have major implications for group travel.

“This means a lot, because to get back to Level 2 means that we will get a lot more group business… and also to have people come out to the hotels is very important for us as Jamaicans,” Dear said.

“So it’s something to celebrate. Another win. And let’s just keep focused on the prize of bringing tourism back to the pre-Melissa levels — and this additional factor is definitely going to help us to achieve that,” he added.

President of the Montego Bay Chamber of Commerce and Industry, Jason Russell, said the business community “wholeheartedly” welcomes the upgrade.

“That is great. It is testimony to good governance and the lowering of crime. It’s putting everything where it needs to be and having the fruits bear,” Russell said.

“And with all that’s happening in the world, for Jamaica to be heading in the right direction is really a testimony to good governance — and, of course, it’s going to mean more groups, more tourists. We welcome it. We are happy for it,” he added.

Russell noted that safety considerations are critical for group planners.

“A lot of groups, they book with a lot of factors in terms of safety for the groups, group planners, logistics. We will see more corporate clients choosing Jamaica with the [Montego Bay] Convention Centre and all that we have. Safety is always a big factor. So we welcome it, welcome it; we welcome it 100 per cent!” Russell continued.

And President of JUTA Montego Bay Ltd, Simon Lawrence, also welcomed the revision.

“Based on my interpretations, it is a plus for us. Most travellers were coming from Canada and Europe, so we can expect to see changes [with travellers] from the United States market,” Lawrence said.

JARRETT…JHTA has been lobbying quietly behind the scenes for this change.

BYLES…it has meaningful implications for the groups and events business.

DEAR… it truly is a testimony to Jamaicans and Jamaica that we were able to recover in such a quick and sustainable fashion-

RUSSELL…the business community wholeheartedly welcomes the upgrade.

LAWRENCE…it is a plus for us.