MONTEGO BAY, St James — With thousands of international and local revellers expected to flock to this western city in July for Reggae Sumfest and Dream Wknd, stakeholders are expressing confidence that, despite the hit taken by Hurricane Melissa, they will be able to provide the accommodations needed.

But it may mean a heavier than usual reliance on smaller players that have been picking up the slack as some larger properties fully recover from the October 2025 Category 5 storm.

“We can host, we have the rooms but, of course, we have to organise ourselves within that context because we have to hear from the Airbnb operators,” Mayor of Montego Bay Richard Vernon told the
Jamaica Observer.

“They also have to make a commitment that they will have these spaces available during the period. If they make a commitment by virtue of a conversation and an understanding with them that during this period we are going to facilitate these major events, [and they will] make their rooms available…then we know what exactly we are working with,” he explained.

“The promoters will do well with that information, but we are committed to helping them organise themselves in such a way that these events come to fruition,” Vernon declared.

According to their respective websites, Reggae Sumfest 2026 will be staged July 12 to 18, while July 30 to Aug 3 are the dates for this year’s Dream Wknd.

“We still have capacity in Montego Bay, much more than what other places have — even after a disaster. There are about 50 per cent of the room stock now open,” said the mayor of the larger properties.

He said the expectation is that these numbers will climb to about 70 per cent by June, and supplies will be bolstered by accommodations provided by smaller players.

“The plan is to meet with the players within the industry that deal with accommodations, including the Airbnb operators. Once we have that meeting and assess the space that we have available then the promoters will also use that as a guidance to make their decisions,” said Vernon.

The Jamaica Hotel and Tourist Association (JHTA) is confident in its members’ capacity to provide the support needed to the events.

“By July more hotels will be back on stream,” chair of JHTA Montego Bay Kerry Ann Quallo-Casserly confidently told the Observer.

“We need these staple events to bolster the economy and therefore, we urge organisers not to be discouraged by the closure,” she added.

Sumfest has been credited, over the years, for pumping billions of dollars into the economy.

“The craft vendors, taxi men, food vendors, entertainment fraternity, hotels, villas, Airbnbs, restaurants, bars, airlines all will benefit. Montego Bay will be fully sold out,” Quallo-Casserly said of the show’s impact.

The city’s coffers are expected to also benefit from this year’s inaugural staging of Dream Wknd, which was traditionally held in Negril. President of the Montego Bay Chamber of Commerce and Industry (MBCCI) Jason Russell is confident his city is ready.

“We on the ground have absolutely no reservation or worry about room stock at this point. Right now we [are] more worried about getting the city to look good again, getting things flowing; things will come back in time,” he assured.

“As it relates to the festivals, I think we’ll have enough rooms to suffice. There are a lot of Airbnbs coming back on stream, we’re seeing a lot of tourists coming and staying at Airbnbs.

“Montego Bay is a big pull and us being open means people will find us and people will come; so we’re very confident for the summer, for sure,” said the chamber president.

VERNON… we have to hear from the Airbnb operators.

QUALLO-CASSERLY… by July more hotels will be back on stream.