Alltours Stands Strong: Jamaica’s Resilience Post-Hurricane Melissa
WESTERN BUREAU: Just days after Hurricane Melissa swept through Jamaica, leaving a mark on the tourism sector, German tour operator Alltours made a bold move: they launched their Jamaica program anyway. Instead of retreating, they chose to support the local tourism workers who rely on visitors for their livelihoods.
On November 1, just days after the storm passed on October 28, Alltours officially began selling Jamaica as a travel destination. Marius Michaelis, the contracting manager for the Caribbean at Alltours, emphasized the importance of this decision. “We wanted to support our airline partner Condor, which flies directly to Montego Bay from Frankfurt, and to show that Jamaica is still able to welcome visitors,” he said.
A Tour of Hope
To showcase Jamaica’s resilience, Alltours organized a delegation of travel agents, influencers, and journalists to tour key areas like Negril, Montego Bay, Ocho Rios, and Port Antonio. They visited hotels that were already welcoming guests and observed areas still in recovery. Michaelis clarified their mission: “We want to show the world that it is not necessary to cancel a vacation to Jamaica if it was already booked. There are places that can receive tourists, and that matters.”
Alltours’ Jamaica program features well-known international hotel brands such as Bahia Principe, Decameron, Iberostar, and Grand Palladium. However, they are also keen to include Jamaican-owned properties like Charela Inn and Merrils in Negril. “It’s important for us not only to sell the big chains,” Michaelis explained. “We also want to support Jamaican-owned hotels. Our portfolio should reflect both.”
The Economic Ripple Effect
While some properties had to be removed from the program due to hurricane damage, Alltours believes that early re-entry is crucial for economic recovery. “If hotels are closed, people cannot work,” Michaelis stated. “And if people are not working, they don’t have money to fix their houses. Tourism has to restart so families can earn an income.”
The visiting agents, selected from Alltours’ top-performing travel agencies in Germany and Austria, experienced Jamaica for the first time. Their reactions were overwhelmingly positive, despite the visible signs of recovery. “Everybody is excited being here,” Michaelis noted. “They are seeing beautiful things, being treated well, and experiencing the warmth of the people.”
A Personal Connection
Michaelis’ bond with Jamaica runs deeper than business. His first visit to the island was through music during the rise of dancehall. “When Sean Paul became big internationally, a whole sound system culture developed in Germany,” he recalled. “We came here to cut dub plates, meet artistes, and help arrange tours in Europe. That’s how I fell in love with Jamaica.”
What keeps him returning? “Jamaica is unique, not just for its culture, but for its resilience,” he said. “Even after a storm like this, people still greet you with a smile. Europeans can learn a lot from Jamaicans.”
As Jamaica continues to recover, the spirit of its people shines through. Will the world recognize this resilience and choose to visit? Only time will tell, but one thing is clear: Jamaica is ready to welcome you back with open arms.