Jamaica’s Minister of Tourism, Edmund Bartlett, has applauded the 1,000 travel advisors from Apple Leisure Group (ALG) who have signed up to participate in volunteer initiatives across the island, describing the move as a strong show of confidence in the destination and its people.
ALG, a leading North American travel, hospitality and leisure management group, has committed its advisors to community-based projects supporting national recovery efforts. The volunteer engagement forms part of the company’s continued partnership with Jamaica, with advisors contributing time and skills to initiatives aimed at uplifting local communities.
Speaking at a welcome event for ALG at RIU Montego Bay on Saturday, January 31, 2025, Bartlett said the initiative reflects the strength of Jamaica’s relationship with one of its most influential tourism partners.
“The interest from 1,000 ALGV travel advisors to volunteer in Jamaica is an extraordinary show of solidarity and partnership,” said Minister Bartlett. “While not all were able to make this trip, it highlights the global support Jamaica continues to receive. I have committed to hosting these travel advisors over a phased basis as it directly supports our communities and aligns with our broader recovery and resilience strategy for the sector.”
Director of Tourism Donovan White welcomed the initiative, noting its potential impact on both destination advocacy and community development. He said travel advisors play a key role in promoting Jamaica and that direct engagement with local communities would deepen their connection to the destination.
“Travel advisors are among Jamaica’s strongest ambassadors, and when they engage at this level, the impact is profound,” White said. “By volunteering on the ground, these advisors gain an even deeper appreciation for Jamaica’s culture, people and communities.”
According to tourism officials, the volunteer activities are designed to combine community upliftment with tangible benefits, while fostering authentic connections between visiting advisors and local residents.
Deputy Director of Tourism for the Americas Philip Rose emphasized ALG’s importance as a partner within Jamaica’s main source markets. He said the initiative underscores the depth of the relationship and the company’s continued support for the island’s tourism recovery.
“Apple Leisure Group is a critical partner for Jamaica in the Americas, and this initiative reinforces the depth of that relationship,” Rose said. “The enthusiasm shown by these advisors reflects their belief in Jamaica’s recovery.”
Bartlett also highlighted ALG’s longstanding contribution to Jamaica’s tourism industry, pointing to its role in driving visitor arrivals, strengthening destination awareness and supporting recovery-focused initiatives across the sector.
