Jamaica is marketing a significant uplift in winter air capacity from Canada as it seeks to rebuild and strengthen its tourism sector after Hurricane Melissa. At a Destination Seminar in Toronto on 23 October, the Jamaica Tourist Board (JTB) said 400,000 airline seats were scheduled from Canada for the coming winter season, a central plank in efforts to restore visitor flows.
Recovery and numbers
Tourism Minister Edmund Bartlett delivered the message to roughly 300 travel advisors and industry partners at the seminar. The JTB reported that more than 2.34 million stopover and cruise visitors arrived between January and August 2026, and that about 80% of Jamaica’s hotel rooms are now operational. Through 31 August 2026 the island’s tourism industry had generated $2.5 billion in tourism earnings, the board said.
“Melissa was able to bend us, but it could not break us. We are not bouncing back; we are bouncing forward,” said Bartlett.
Airport works and aviation projects
Delegates heard that restoration and development work continues across hotels and attractions, alongside a series of planned infrastructure projects intended to improve air access and passenger processing. Items cited by the JTB include:
- road improvements between Ocho Rios and Sangster International Airport;
- proposed aviation facilities near Little London and Vernamfield;
- an airstrip proposed for the Treasure Beach area;
- airport upgrade programmes and adoption of digital and biometric technology to speed passenger processing.
The JTB framed these investments as part of a broader strategy to both restore capacity lost to the hurricane and to modernise the travel experience for inbound visitors. The organisation also noted ongoing hotel restorations and renovations across the island.
Industry engagement in Canada
The Destination Seminar in Toronto drew industry partners and travel advisors, reflecting Jamaica’s focus on the Canadian market. The JTB’s regional and business development team — including its Director of Tourism and regional managers — led presentations that emphasised commercial opportunities for tour operators and travel sellers to package the restored product for winter demand.
| Metric | Figure |
|---|---|
| Scheduled seats from Canada (winter season) | 400,000 |
| Stopover and cruise visitors (Jan–Aug 2026) | 2.34 million |
| Hotel rooms operational | ~80% |
| Tourism earnings through 31 Aug 2026 | $2.5 billion |
The JTB said recovery is ongoing but highlighted the winter seat programme from Canada as key to sustaining visitor numbers while infrastructure and service upgrades continue. The Toronto seminar formed part of a programme of industry briefings intended to translate renewed visitor interest into confirmed bookings and restored connectivity.
