RIU hosts 125 North American travel agents as Ja rebuilds after Melissa
Published:Thursday | February 5, 2026 | 12:08 AMJanet Silvera/Senior Gleaner Writer
WESTERN BUREAU:
RIU Montego Bay hosted its largest group of international travel agents for the year last Saturday, as Jamaica’s tourism sector continues its recovery push in the aftermath of the devastation caused by Hurricane Melissa.
The delegation of 125 travel consultants, representing Apple Leisure Group, arrived as part of a familiarisation trip organised in partnership with the Jamaica Tourist Board.
Beyond destination marketing, the group undertook a coordinated humanitarian effort, delivering donated supplies to eight institutions across western Jamaica, including schools affected by the storm. Agents also participated in painting and minor repair work at several locations during their four-day visit.
Addressing a welcome reception on Saturday night, Niurka Garcia-Linton, director of sales at RIU Resorts Jamaica, said the size and timing of the visit sent a strong signal about confidence in the destination.
“When the call was made, over 1,000 agents expressed interest in coming. We had to filter the numbers and select participants,” Garcia-Linton said. “It reflects the confidence in Jamaica and the passion travel advisers have for this destination.”
Garcia-Linton noted that RIU’s seven Jamaican properties, comprising more than 4,000 rooms, have all been operational since mid-December, adding that occupancy levels have remained strong despite the recent challenges.
“When we were approached about hosting this group, there was no hesitation,” she said.
Jacki Marks, global head of trade brands for ALG Vacations, became emotional as she reflected on the scale of Hurricane Melissa’s impact, which left an estimated 150,000 households damaged and more than 1.5 million people affected.
“When we began planning this trip, we knew it was important to return as quickly as possible,” Marks said. “If Jamaica said it would be ready, then we wanted to be here, not just to see, but to help.”
She praised the agents for exceeding expectations in their outreach efforts.
“We dreamed big for this visit, but the level of giving and commitment went far beyond what we imagined,” she said, noting the collaboration between ALG, the travel advisers and the JTB.
Marks recounted a moment at the Sangster International Airport that underscored the continuing needs on the ground.
“A customs officer became emotional when she saw the list of schools we were visiting. One of them was her former school, which she said had been completely underwater,” Marks told the gathering. “She said, ‘You have no idea how much they need your help.’”
On Sunday, the agents toured several damaged schools and hotel properties, with many expressing surprise at the extent of the destruction.
Christina Bart, a Texas-based travel adviser who postponed celebrating her daughter’s 20th birthday to make the trip, said the experience reinforced the importance of their presence.
“From the outside, you couldn’t always tell how badly some of the schools were affected,” Bart said. “But once inside, you realised these students were without basic supplies and learning resources. That’s when it really hit home.”
Bart added that while Jamaica remains a highly sought-after destination among her clients, concerns about crime and social issues are often raised, making first-hand experience critical.
“Being here, seeing the resilience of the people and the reality on the ground, helps us tell a more honest and informed story about Jamaica,” she said.