“The Soul of the Industry”: Jamaica’s Minister of Tourism Praises Travel Advisors, Gives Island Updates
Last updated: 11:15 AM ET, Sun February 1, 2026
“You are a powerful force of voluntourism,” Edmund Bartlett, Jamaica’s Minister of Tourism, said to the nearly 100 travel advisors in attendance at the welcome dinner for ALG Vacations’ “Advisors in Action: Come Back to Give Back” at the RIU Montego Bay.
Jacki Marks, Global Head of Trade Brands for ALG Vacations (ALGV), said 1,000 advisors applied to be here, though.
“I said, who wants to come to Jamaica, and a thousand travel advisors raised their hand and put their name in the hat and asked to be part of this trip,” Marks said during a press conference following the kickoff event. “And I wish we could have brought every single one of them.”
The Key to Jamaica’s Recovery
Hearing this fact made Bartlett say “wow”, prompting him to spring into action and signaling to his team.
“We’re quite ready and willing to work with you and the 1,000 to strategically arrange a time for each set to arrive, that’s very important,” Bartlett said. “That’s how valuable we think our travel advisors are.
“They are the soul of the industry,” Bartlett continued. “There is nothing is more effective than the travel advisor one-to-one contact, and the fact that you have given them expert advice, and credible advice. So, we value our travel advisor partners.”
ALG Vacations’ “Advisors in Action: Come Back to Give Back event welcome dinner (Photo Credit: Eric Bowman)
Recovery Numbers, Resorts Reopening
Beyond the warm welcome, Bartlett shared hard data regarding the island’s bounce back.
Jamaica reopened for tourism in December, and the island had already recovered 70 percent of its room inventory, Bartlett said.
That number is projected to hit 75 percent by March 1, 85 percent by May, and reach near-total recovery (approximately 95 to 96 percent) by November.
Princess Resorts just reopened on February 1, with a 60% discount too, and soon others, like Bahia Principe, Hyatt Ziva and Zilara, and three properties from Sandals Resorts, will welcome tourists back with open arms and the vibrant Jamaica hospitality.
As room inventory returns, airlift will follow suit. “We have not lost our airline partners,” Bartlett confirmed, noting that major carriers have maintained their commitment to the destination. “Everyone continues to fly to Jamaica.”
“The tourism industry will never die, because people will always travel to fulfill their passions,” Bartlett added.
Jacki Marks, Global Head of Trade Brands for ALG Vacations, with Edmund Bartlett, Jamaica’s Minister of Tourism
A Partnership Built on Trust
Marks noted that the demand for Jamaica has remained robust, driven by the island’s reputation for delivering on its promises.
She highlighted that when Jamaican officials set a reopening date of December 15, the industry trusted it implicitly—a trust that allowed operators to keep charter flights on the books, including key routes from the Midwest, rather than canceling them.
“The integrity and trust that we have in our partnership with Jamaica meant we were confident immediately that it was going to happen,” Marks said. “They have built this history of consistency and integrity. If it wasn’t ready, I knew they wouldn’t say that. Because of that trust, we were ready to jump into action.”
This “confidence in delivery” has allowed advisors to continue selling the destination with assurance.
For travel advisors, the message from the island is clear: Jamaica is open, the airlift is returning, and the resorts are coming back online better than before.
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