Microsoft Co-Founder Bill Gates recently declared that despite worsening climate change “people will be able to live and thrive in most places on Earth for the foreseeable future.”
His comments came just one week after Hurricane Melissa, a deadly, extreme weather event that was made six times more likely because of the atmospheric and ocean conditions triggered by climate change, caused devastation and death in Jamaica.
Hurricane Melissa made landfall on the southern coast of Jamaica as a Category 5 storm on October 28. It left behind massive destruction. In addition to at least 25 people being killed the hurricane severely disrupted critical infrastructure, it washed-out roads and damaged water systems. The hurricane also caused significant agricultural losses, including destroying crops.
Speaking at TravelPulse’s annual Travvy awards in Fort Lauderdale, Florida recently, Philip Rose, deputy director of tourism for the Jamaica Tourist Board, not only detailed how life has been upended for many Jamaicans by the hurricane, but also stressed that the country needs the continued support of the tourism industry to rebound.
Philip Rose is the new deputy director of tourism, Americas at the Jamaica Tourist Board. (Photo courtesy of Jamaica Tourist Board)
Rose began by telling the story of a Jamaican farmer whose livelihood, and by extension his ability to thrive as Gates calls it, was upended by the hurricane.
“His name is Norris and it wasn’t too long ago that Norris was speaking so proudly of his tomatoes, the green onions, the yams – all the things that he grew for his number one client, which was a hotel in Montego Bay,” began Rose. “That hotel that is now closed. So, [Norris] has to figure out a way to tell his daughter ‘Don’t worry, everything is going to be alright.’”
In addition to the impacts on farmers like Norris, Rose detailed a long list of destruction that Jamaica is now grappling with including homes that must rebuilt, as well as hospitals, and roads that must be cleared.
When making his speech, Rose was addressing a room full of travel industry insiders, including travel advisors and executives from some of the largest and most well-known global travel brands.
It was a room of individuals well placed to help Jamaica rebound from the severe blow it has been dealt, a fact not lost on Rose.
“Now I’m going to stand here today, without any embarrassment whatsoever, and say that while we are a country that has historically punched above our weight, while we are a country that has given the world so much, we are hurting right now,” Rose continued. “And we are asking you to continue supporting, as I know you have. Continue pushing.”
“The world will see the power of Jamaica, but the world will see the power of Jamaica quicker, if we can do it in partnership with this tourism industry, which has become more than just a commercial activity, it has become family. It has become the path of prosperity for so many around the world,” he added.
Rose and other officials from Jamaica have also been working to make clear in recent days and weeks that many hotels and attractions throughout the impacted region have either already reopened or will do so in a matter very soon.
Jamaica’s Minister of Tourism, Edmund Bartlett, issued a statement himself earlier this week in which he underscored the fact that Jamaica will be open for business for this winter’s tourism season. The island is on track to welcome visitors as early as December 15, Bartlett said.
“Ocho Rios is the resort area that is most complete in its readiness for both ends of the tourism spectrum – cruise as well as stopovers,” Bartlett said.
At least one large hotel in Ocho Rios is already recording a 40 percent occupancy rate following the hurricane, according to Bartlett’s office. In addition, Ocho Rios was expecting 18 cruise ship calls in November.
“On December 15 when we roll out significantly, we will be saying to the world, you can come and have your experience in the varied destinations that are Destination Jamaica,” Bartlett said as he was touring Ocho Rios to highlight the region’s phased reopening.
A handful of resort brands have already announced plans to reopen their properties across Jamaica. RIU Hotels & Resorts is slated to reopen its entire portfolio of seven properties by the end of the year.
In addition, Sandals and Beaches Resorts expects to reopen properties in Ocho Rios and Negril – Sandals Dunn’s River, Sandals Royal Plantation, Sandals Ocho Rios, Sandals Negril and Beaches Negril – on Dec. 6, 2025. The company’s three other Jamaican resorts, Sandals Montego Bay, Sandals Royal Caribbean and Sandals South Coast, which incurred more damage than the properties in Ocho Rios and Negril, are scheduled to reopen on May 30, 2026.
Meanwhile, Rose, when speaking to the Travvy audience in Fort Lauderdale, stressed that Jamaica does not need anymore thoughts and prayers, (as grateful as the island is for that support). Rather, he said, Jamaica needs the widespread support of the travel industry to help the beleaguered island to get back on its feet.
“Ladies and gentlemen, I’m here asking you: Do not pity us…The cup is running over with thoughts and prayers. We’ve received enough of those. We’re grateful for them. But we’ve received enough. We need money and we need business.” Rose said.
“Jamaica is not closed. Jamaica is hurting, but the healing has already begun,” he added to applause. “Many of the hotels called me today while I was driving to the Montego Bay airport and said ‘Philip, do me a favor and tell them we are opening in a matter of days.’ Many attractions are there waiting to welcome visitors right now.”
Before concluding, Rose returned once more to the story of the farmer whose livelihood was ravaged by Hurricane Melissa.
“Sell us,” he said to a crowd that included dozens of travel advisors. “Help us recover quickly. And please allow me the opportunity to call Norris tomorrow morning and tell him that yes, he can tell his daughter that everything is going to be alright.”
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