New German tour operator sees opportunity in Jamaica’s recovery
Published:Friday | December 19, 2025 | 12:05 AMJanet Silvera/Gleaner Writer
WESTERN BUREAU:
Just days after Hurricane Melissa battered Jamaica’s tourism sector, German tour operator Alltours made an unexpected decision: to launch Jamaica anyway, insisting that pulling back would only deepen the hardship facing tourism workers.
Alltours, one of Germany’s longest-established tour operators, officially began selling Jamaica on November 1, only days after the storm passed on October 28. Instead of retreating, the company doubled down, bringing travel agents, influencers and journalists to see firsthand what the destination looks like post-hurricane.
“We started operating newly here in Jamaica from the first of November, and unfortunately, everything changed after Melissa,” said Marius Michaelis, contracting manager Caribbean at Alltours. “But 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.”
The delegation toured Negril, Montego Bay, Ocho Rios, and Port Antonio, visiting hotels that are already receiving guests, while also witnessing areas still in recovery. The objective, he said, was not to downplay the damage, but to counter blanket cancellations that hurt workers long after the storm has passed.
“We want to show the world that it is not necessary to cancel a vacation to Jamaica if it was already booked,” Michaelis explained. “There are places that can receive tourists, and that matters.”
Alltours’ Jamaica programme currently includes international hotel brands such as Bahia Principe, Decameron, Iberostar and Grand Palladium, however, they are looking to add Jamaican-owned properties including Charela Inn and Merrils in Negril. According to Michaelis, that mix is intentional.
“It’s important for us not only to sell the big chains,” he said. “We also want to support Jamaican-owned hotels. Our portfolio should reflect both.”
RE-ENTRY ESSENTIAL
Some properties initially scheduled for the programme have been removed due to extended closures following hurricane damage, with others expected to reopen between April and September. Still, Alltours maintains that early re-entry is essential to economic recovery.
“If hotels are closed, people cannot work,” Michaelis said. “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, drawn from across Germany and Austria, were selected from Alltours’ top-performing travel agencies. The company remains heavily agency-driven, with most of its sales still made face-to-face rather than online.
“Alltours has been in business for more than 50 years,” Michaelis noted. “We are still owner-run, with 200 travel agencies and 32 hotels, mainly in Majorca, the Canary Islands, Greece and Turkey. Last year was the most successful in our history.”
POSITIVE REACTION
For many of the visiting agents, this was their first time in the Caribbean. Michaelis said their reaction to Jamaica has been overwhelmingly positive, despite the visible signs of recovery.
“Everybody is excited being here,” he said. “They are seeing beautiful things, being treated well, and experiencing the warmth of the people.”
Michaelis’ connection to Jamaica, however, runs deeper than business. He first visited the island through music, arriving during the early global 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, he said, is the character of the people.
“Jamaica is unique, not just for its culture, but for its resilience,” Michaelis said. “Even after a storm like this, people still greet you with a smile. Europeans can learn a lot from Jamaicans.”