Jamaica closes FITUR 2026 with accelerated recovery and new investment momentum | News
(HM FITUR) Minister of Tourism, Hon. Edmund Bartlett (center) and Director of Tourism, Donovan White (right) share a light moment with senior representatives of Grupo Piñero (operators of Bahia Principe Hotels & Resorts), led by the group’s CEO, Encarna Piñero (2nd right) during the just concluded FITUR international tourism fair in Madrid, Spain.
Jamaica closed for three days engagement at FITUR 2026 with measurable momentum behind tourism recovery: stronger coordination with major hotel partners to accelerate reopening timelines, deeper coordination with key airlift and marketing partners, and increasing investor interest in aviation and destination development. The most important result of the week came on day 3 of the international tourism fair in Madrid, Spain UN Tourism has named Jamaica the Tourism Resilience Hub of the world – a global statement of support for the country’s leadership in crisis preparedness and recovery.
The agreements advanced Jamaica’s strategy to protect livelihoods, restore housing stock, strengthen airlift performance and mobilize investment for resilient infrastructure and repurposing, especially in the Eastern and Southern Parishes.
‘Jamaica isn’t just recovering – we’re rebuilding with purpose’ said Minister of Tourism, Hon. Edmund Bartlett. “We invite investments from CAF, the Development Bank of Latin America and the Caribbean, and private sector partners to accelerate resilient infrastructure and a redesigned tourism product. Resilience is now the foundation of investor confidence and community protection,” he added.
Jamaica used FITUR to push for faster reopening schedules and stronger support mechanisms for workers as major properties recover inventory. During meetings with Grupo Piñero and Hyatt leaders, Jamaica highlighted the economic impact of the closure of approximately 1,000 rooms in the Montego Bay area and outlined practical requirements to accelerate reopening – including the mobilization of skilled labor, improved import logistics and enabling administrative measures. The parties agreed to prioritize earlier timelines where possible and advanced a follow-up visit to Jamaica involving Hyatt, Bahía and Tortuga interests to confirm property-by-property reopening schedules and explore expansion plans.
In a separate partnership with Bahía Príncipe, Jamaica has advanced the Local First strategy to deepen local sourcing and increase the retention of tourism dollars through stronger ties. Bahía indicated it aims to achieve a phased reopening of approximately 50% of room stock (approximately 650 rooms) by May, with the remainder expected to occur by November, in addition to market communications discussions timed to restore confidence and support occupancy rates. Jamaica will formally encourage an earlier opening where possible, given the implications for employment and the economy.
Jamaica also received updates from Royalton on its reopening and expansion planning, including measures aimed at protecting workforce continuity and strengthening training and upskilling opportunities during downtime.
With room supply gradually returning, Jamaica also moved to tighten airlift and coordinate demand building. In conversations with TUI, CEO Sebastian Ebel shared a global vision shaped by market uncertainty and the company’s expansion into growth corridors including Eastern Europe and South America. The Jamaican team has agreed on deeper coordination with the Jamaica Tourist Board (JTB) Europe team, including stronger alignment on digital marketing and emerging platforms.
“Recovery is demand plus supply – supplies must return, but confidence must return faster,” said Donovan White, director of tourism. “At FITUR, we have strengthened air travel and marketing alignment in Europe, sharpened our digital focus and fostered the partnerships that will keep Jamaica visible and bookable as rooms become available again,” he continued.
TUI also expressed an interest in exploring investment opportunities for greenfield hotels, particularly locations close to airports.
Jamaica has also promoted investment discussions beyond hotels, including airport modernization and development opportunities in line with the government’s destination reimagining agenda. In consultation with the Reyes Group, Jamaica has assessed proposals for the modernization of airport systems and highlighted opportunities, including airports in Westmoreland and Clarendon, with follow-on involvement to be promoted at the appropriate ministerial level.
Jamaica also promoted new development opportunities in the Eastern and Southern Parishes, in line with the government’s strategy to diversify the tourism footprint through sustainable, community-based projects.
On day 3, Secretary Bartlett presented Jamaica’s tourism recovery and the need for investments in resilience, noting the national stability and discipline demonstrated in the aftermath of Hurricane Melissa, when approximately 1.5 million people went without basic necessities for almost 60 days. He also referenced Jamaica’s leadership in establishing February 17 as Global Tourism Resilience Day, with a proposed celebration next month in Nairobi, Kenya.
“UN Tourism’s announcement confirms what we have been building for years: Jamaica is a global center for resilience thinking and recovery action,” Secretary Bartlett added. “As the Tourism Resilience Hub of the world, we will help shape the tools, partnerships and best practices that enable destinations to recover faster and emerge stronger from shocks,” he noted.
Jamaica Tourist Board was mentioned as The world’s leading family travel destination 2025, The Caribbean’s top destination in 2025, The Caribbean’s top family travel destination 2025 And Leading Tourist Board of the Caribbean 2025 by the World travel awards
In the coming weeks, Jamaica will implement follow-up orders to accelerate reopening timelines, expand worker support solutions aligned with sector stability, coordinate on-site investor visits and project scope, and advance a resilience-focused financing pipeline with partners including CAF.
