Tourism Minister Emphasises Significant Role of Negril In Sector’s Recovery

With less than three weeks before the start of the winter tourist season, Minister of Tourism, Hon. Edmund Bartlett, says the role of Negril as part of Jamaica’s hurricane recovery cannot be overstated,

In a visit on November 28 that stretched from Sandy Bay, Hanover, through Norman Manley Boulevard to the West End, Westmoreland, Minister Bartlett underscored Negril’s vital role in Jamaica’s recovery from the onslaught of Hurricane Melissa, and its enduring importance as a premier resort destination.

The Minister said that Negril must bear a major portion of the recovery’s weight, while also committing to a sustainable, inclusive path forward in the aftermath of Hurricane Melissa.

“Today’s visit is about taking a full, honest look at Negril’s tourism product – what is working, what must be protected, and where we must urgently improve,” Mr. Bartlett said.

“Negril remains a pillar of Jamaica’s visitor arrivals, a magnet for repeat guests, and a laboratory for small, boutique and experience-driven tourism. Protecting Negril is, therefore, protecting a key engine of our national economy,” he added.

The Minister pointed to signs of confidence in the destination, citing ongoing and planned investments, upgrades, and expansions that will sustain jobs and enhance the visitor experience.

“We salute the investors and workers who keep this destination open, competitive, and welcoming,” he said, while acknowledging the challenges ahead.

As the convoy of business interests and tourism stakeholders rolled into Norman Manley Boulevard, Mr. Bartlett described the Negril strip as one of the most recognisable tourism corridors in the Caribbean – a vibrant mix of all-inclusive resorts, boutique hotels, restaurants, beach bars, and local services that together define the resort’s experience.

The seven-mile beach, a national asset, was singled out for protection of beach access, erosion control, and environmental stewardship, ensuring commercial activity respects both the environment and Jamaicans’ rights.

On Norman Manley Boulevard, the Minister highlighted the diversity of properties – from large resorts to intimate, boutique experiences – that support local communities by promoting local chefs, entertainers, craft producers, taxi operators, and small service providers.

Mr. Bartlett said that Negril’s hotels and attractions are second to none and remain important pull factors for visitors to the island.

“The boulevard’s connectivity is evident in Jamwest Beach, which links day-pass markets with Negril’s attractions, encouraging longer stays and increased spend. Skylark’s music, food, and culture-centred stays attract younger, creative travellers seeking authentic Negril experiences. Negril Treehouse serves as a reminder of the destination’s long-standing family-oriented hospitality that fosters warmth, repeat visits, and lifelong memories,” he pointed out.

On the West End, the Minister highlighted premium experiences at The Cliff Hotel, Rick’s Café, and Tensing Pen. The West End’s dramatic seascapes and sunsets, he said, continue to draw high-spend visitors seeking privacy, wellness, and curated experiences, while upholding safety and regulatory standards that protect both visitors and locals.

“As Jamaica moves towards the winter season, Negril’s leadership, resilience, and community collaboration will be pivotal in sustaining the recovery and ensuring that Negril remains a catalyst for national prosperity,” Mr. Bartlett said.