Sandals hosts historic ‘Jamaica Love Celebration’ with 400 travel advisers
Published:Monday | October 14, 2024 | 12:09 AMJanet Silvera/Senior Gleaner Writer
WESTERN BUREAU:
In an unprecedented move, Sandals Resorts International has brought more than 400 travel advisers from around the world to Jamaica for the ‘2024 Sandals and Beaches Jamaica Love Celebration’.
The week-long event, described as a historic initiative, is aimed at showcasing the full spectrum of Jamaica’s tourism offerings while unveiling the highly anticipated ‘Sandals 2.0’ project.
Garth Laird, vice president of Trade Sales, United States (US), Unique Vacations, shared that this global event encompasses participation from Sandals’ key markets, including the US, Canada, the United Kingdom, and Latin America.
“This is a global event,” Laird emphasised. “We have invited travel from other markets such as Brazil, Argentina, Chile, and more. Additionally, we have local travel agencies participating, giving them exposure to Sandals and Beaches.”
The event, taking place from October 13 to 20, offers travel advisers the unique opportunity to immerse themselves in Jamaica’s culture and hospitality.
“This initiative is important because it impacts so many aspects of Jamaica’s economic portfolio,” Laird said. “From taxis to transportation companies, local vendors, and excursion companies, everyone benefits from the influx of visitors.”
During the week, advisers will experience guided tours of Sandals and Beaches resorts, explore Jamaica’s rich attractions, and participate in community outreach programmes. One of the key activities is the ‘Reading Road Trip’ organised in collaboration with the Sandals Foundation.
“Advisers are not just here to explore; they’re also giving back to the community. The Reading Road Trip will impact communities from Port Antonio to Montego Bay, Negril, and the South Coast,” Laird explained. Additionally, advisers will take part in ‘Pack for a Purpose’, a programme where they bring school supplies for local children.
The highlight of the week will be the unveiling of ‘Sandals 2.0’, a bold step into the future for the company. On Wednesday, more than 1,000 attendees, including travel executives and local industry partners, will gather at the Montego Bay Convention Centre for this special presentation.
“No company in Jamaica’s tourism industry has ever attempted to showcase Jamaica and its beauty in this way – locking in over 400 travel advisers for seven days to explore every touchpoint of the island.”
The ‘Sandals 2.0’ initiative is set to redefine the company’s footprint, not only in Jamaica but across the Caribbean.
“We’ll be showcasing our plans for expansion and innovation, emphasising our commitment to the future of hospitality in the region,” Laird added.
Throughout the week, the advisers will have a chance to experience the diversity of Jamaica’s tourism product. From the Blue Mountains and Mystic Mountain adventures to swimming with dolphins and indulging in local cuisine like jerk chicken and sugarcane, the event is designed to celebrate the multifaceted nature of Jamaica’s offerings.
“There is no place like Jamaica. I have been to The Bahamas, Puerto Rico, the entire Caribbean, and when people ask me where they should vacation I tell them Jamaica, because it is safe and the people are beautiful,” remarked Erika Sciculeta, a travel advisor from Virginia in the US.
Sciculeta and her husband, Michael, exchanged vows in Jamaica 25 years ago and have an affinity for the island.
Jamaica an easy sell
Their comments were backed by 86-year-old Evie Carlock, who describes Jamaica as an easy sell. Carlock, who visits Jamaica every chance she gets, is excited about the Jamaica Love Celebration and is anxious to see the refreshed products that Sandals will unveil.
First time land-based visitor, Joy Nelson, who operates Royal Touch Travel in Frankford, Illinois, said Jamaica is among one of the easiest destinations to sell her clients. “The spirit, the vibe, client get back and they want to book again, that’s the Jamaican love.”
With excursions planned across different regions of the island, the event will highlight the unique appeal of each area. The excursions in Ocho Rios are different from those in Negril and, according to the man in charge, Laird, Jamaica’s uniqueness lies in its ability to offer varied experiences within a relatively small geographic area.
Beyond showcasing Jamaica, the event is also expected to prompt a boon to the local economy. From the red caps at the airport escorting visitors to transportation companies ferrying them across the island, local businesses are expected to feel the ripple effects of the event.
“We’ve hired transportation companies, arranged for rest stops at local vendors along the way, and engaged in tours and excursions that will all contribute to Jamaica’s economic development,” explained Laird.