Jamaica at ITB Berlin 2026: tourism resilience as a response to crises, climate and market pressures
At ITB Berlin 2026, Jamaica reinforced the message that tourism in the 21st century cannot be reduced only to the number of arrivals, but also to destinations’ ability to prepare for shocks, withstand blows and recover faster than expected. At the world’s largest travel trade fair, held this year from 3 to 5 March in Berlin and marking its 60th anniversary, Jamaica’s Minister of Tourism Edmund Bartlett met with the Secretary-General of UN Tourism, Shaikha Al Nowais, who has been nominated for the post from 2026. The talks focused on recovery after Hurricane Melissa, strengthening air connections, sustainability, workforce development and the broader “Global Tourism Resilience Agenda” that Jamaica is pushing on the international stage.
Bartlett arrived in Berlin at a moment when the Caribbean country is still grappling with the aftermath of a devastating hurricane that struck Jamaica in late October 2025, while international institutions and the industry increasingly openly acknowledge that extreme weather events are no longer an “exception” but are becoming part of a new normal. That is precisely why Jamaica’s presence at ITB this year was not only promotional but also political: as tourism remains the backbone of the economies of many island countries, resilience is turning into a key word of public policy.
Berlin as a stage: ITB in the jubilee year and the topics that dominate the fair
ITB Berlin, held from 3 to 5 March at the Berlin exhibition grounds, celebrates 60 years of existence this year and remains the central place where the interests of destinations, airlines, hotel chains, tech companies and regulators intersect. In their announcements, the organizers highlight clear segmentation by markets and themes, with a strong focus on sustainability, digital transformation and new growth models under conditions of climate and geopolitical risks. In such an environment, the Jamaica–UN Tourism meeting gains additional weight: it is not only about one destination, but about a model that could be applied globally.
Recovery after Hurricane Melissa: tourism as “critical infrastructure”
According to available reports, Hurricane Melissa struck Jamaica on 28 October 2025 as an exceptionally powerful storm, causing major damage in the western parts of the island, disruptions to transport links and long-lasting pressure on accommodation capacity, public utilities infrastructure and supplies. In November 2025, the Associated Press reported dozens of deaths, thousands displaced and a slow restoration of basic services, including water supply, electricity and telecommunications, which directly affected the normalization of tourist flows and operations at the airport in Montego Bay. In February 2026, the Jamaica Observer reported that the U.S. National Hurricane Center, in a new analysis, further revised the storm’s intensity estimates and confirmed that Melissa entered among the strongest Atlantic hurricanes by recorded parameters.
On that basis, Bartlett in Berlin builds the argument that tourism, especially on islands, is more than a service sector: it is “critical infrastructure” that must be planned as seriously as energy, water or transport. When the supply chain is disrupted, when roads or ports are damaged, when hotels lose power and water, the consequences spill over into the entire economy, from agriculture and fisheries to small entrepreneurs and employees in services. Jamaica, he argues, therefore wants global institutions and financial mechanisms to treat tourism resilience as a development priority, not as an additional marketing layer.
Meeting with UN Tourism: from symbolism to operational priorities
In 2025, at the 123rd session of the Executive Council, UN Tourism emphasized the priorities of innovation, investment and education and within that framework nominated Shaikha Al Nowais as the new Secretary-General from 2026. For Jamaica, that continuity matters because its resilience agenda rests precisely on those three pillars: innovations in risk management, investments in infrastructure and human capacity, and education of the workforce that is often first hit by crises.
According to information published in international travel media from ITB, Bartlett and Al Nowais discussed how to accelerate recovery after the hurricane, how to secure more stable air transport and how to standardize sustainability approaches that will not be only “green labels” but measurable practices. Policies for workforce development were also in focus: for years tourism has felt a shortage of qualified workers, and after crises and disasters this problem deepens through migration, disruptions in education and income insecurity. Jamaica therefore wants to connect training programs with destination resilience: a worker who knows how to respond in crisis protocols and is familiar with digital tools becomes part of the safety system, not only of service.
Airlift as a bottleneck: negotiations with carriers and market diversification
For Jamaica, the issue of air connections is crucial for two reasons. The first is obvious: the island depends on planes, and any reduction in capacity or rise in ticket prices hits both tourism and the domestic economy. The second is strategic: after shocks such as a pandemic or a hurricane, recovery is faster if a destination has diverse entry points and more markets that can “make up for” a decline in one segment.
Recently published reports on the marketing mission of Jamaica’s Ministry of Tourism in Colombia and Panama state that work is underway to expand air connections to Latin America for the period 2026–2027, with talks with leaders of the aviation industry and tourism partners. In parallel, regional media covering the Caribbean market report that earlier projections and announcements recorded capacity increases from certain North American and Canadian hubs, which is interpreted as a signal that demand for Jamaica remains strong despite the risks.
For Berlin, where both airlines and tour operators gather, this was an opportunity for Jamaica to send a message of “supply stability”: if continuity of arrivals is to be maintained, it is necessary to contract capacity early and build redundancy—more routes, more carriers, more airports and better season management.
Sustainability and climate: from declarations toward measurable commitments
When a destination is hit by a hurricane, the debate on sustainability becomes very concrete. In practice, this means more resilient building standards, better coastal protection, management of water and energy, and plans for rapid restoration. In international forums, Jamaica emphasizes that small island states are often doubly exposed: they are climate-vulnerable, and at the same time tourism is among their main sources of foreign exchange and employment.
In talks at ITB, sustainability therefore refracts through the question of financing. If destinations are asked to reduce emissions, protect ecosystems and adapt to climate shocks, access to capital and knowledge transfer are needed. UN Tourism highlights investments and innovation among its priorities, and Jamaica is trying to translate that into concrete programs: from digital risk mapping to standardized protocols for crises, communication with guests and recovery of local businesses.
Workforce development: resilience begins at the reception desk and in the community
One of the themes that Jamaica continuously brings back to the forefront is the workforce. Tourism in the Caribbean often employs a large number of people in activities with lower incomes, seasonal fluctuations and limited room for advancement. After a devastating storm, these workers are exposed to a double blow: they lose income while also dealing with personal consequences of damage to homes, schools and the community.
That is why, in the Berlin talks, according to published information, the question was raised of how training programs can be linked with destination resilience. This includes education on safety and crisis procedures, but also strengthening digital skills, since communication with guests, reservation management and crisis information increasingly rely on online channels. In practice, this means that resilience is not only the job of civil protection or ministries, but also of hotels, guides, carriers, restaurateurs and local communities.
Global resilience agenda: the Jamaican model and the attempt at institutionalization
For years, Jamaica has been building an international profile through the idea of global tourism resilience. At the United Nations level, the Jamaican mission in a document related to the resolution on the “Global Tourism Resilience Day” advocated that 17 February be marked as a day dedicated to strengthening preparedness and recovery of the tourism sector. In that text, presented at the UN, the need is emphasized to include resilience in development policies and international cooperation, and the resolution itself also lists a group of co-sponsoring states.
At the operational level, Jamaica also relies on institutions such as the Global Tourism Resilience and Crisis Management Centre, a think tank headquartered in Jamaica, which works on projects for destination recovery and preparedness, including crisis mapping, digital readiness and planning long-term resilience. The Jamaican government previously announced the rebranding of the centre as well, emphasizing that its role goes beyond national frameworks and that the network of partners and offices in other regions is expanding.
When that is combined with ITB, a clearer picture emerges: Jamaica does not want the resilience story to remain on conference panels. The goal is that through UN Tourism and partner networks, standards, tools and financial mechanisms are agreed that can help destinations after disasters—from rapid damage assessment to directing assistance to small entrepreneurs.
What Berlin can change: between diplomacy and the market
ITB Berlin is a place where diplomacy and the market often meet. For Jamaica, the meeting with the head of UN Tourism is an important signal of political support, but the key result is measured in the weeks and months after the fair: will there be concrete new routes, additional capacity, investments in recovery and training programs. In conditions where climate risks are increasing and travelers increasingly expect safety and transparent information, destinations that show the ability to “bounce back stronger” can gain an advantage.
In the Jamaican interpretation, resilience is not the opposite of growth, but a precondition for growth. After a hurricane, tourism can be an engine of recovery only if, in parallel, investments are made in infrastructure, people and planning. That is why Berlin 2026 was for Jamaica an opportunity, alongside promoting the island as a destination, to bring to the forefront the question of what global tourism will look like in a decade marked by extreme weather, pressure on the workforce and the necessity of adaptation.
Sources:- UN Tourism – official announcement on the nomination of Shaikha Al Nowais and the Executive Council’s priorities (innovation, investment, education) link
- ITB Berlin – official dates and information on ITB Berlin 2026 (3–5 March 2026) link
- Associated Press – report on the aftermath of Hurricane Melissa in Jamaica (November 2025) link
- Jamaica Observer – report on revised estimates of Hurricane Melissa’s strength according to NHC analysis (February 2026) link
- Permanent Mission of Jamaica to the UN – statement text accompanying the resolution on the “Global Tourism Resilience Day” (17 February) link
- GTRCMC / Global Tourism Resilience and Crisis Management Centre – description of resilience and destination recovery projects link
- eTurboNews – report on the meeting between Bartlett and Al Nowais at ITB Berlin 2026 link
- eTurboNews – report on Jamaica’s expansion of air connections to Latin America (2026–2027) link
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