15 Apr Interview with Ms. Cindy Uden and Mr. Gersom Uden, Chief Operating Officer (COO) and Chief Financial Officer (CFO), Jack Tours & Travel Service
Jack Tours has been active in Suriname’s tourism sector for many years, offering travel services, excursions and destination management for visitors coming to the country. Could you explain the origins of Jack Tours and how the company developed under your father’s leadership?
Cindy Uden: Jack Tours & Travel Service was founded by Jack Uden on February 3, 1989. After years as a travel agency manager, he decided at 39 to start his own company, supported by friends who became his first clients. This year marks 37 years in operation. From the start, Jack focused on building trust with airlines and clients. Within two years, he secured IATA membership and established partnerships with airlines like Suriname Airlines and KLM — an unusually fast achievement.
Today, the company’s IATA certification reflects its high standards and professional credibility. Jack Tours is recognized for its strong performance with airlines such as Suriname Airways, KLM, COPA Airlines, GOL, Caribbean Airlines, American Airlines, Emirates, Qatar Airways and others. We are also a trusted partner of leading cruise lines such as Royal Caribbean, Carnival Cruises and Norwegian Cruise Line.
The company began during a challenging period. Just months after its founding, Suriname faced a major plane crash, high inflation and political uncertainty. Many people wanted to leave the country and Jack considered leaving too. However, he chose to stay, believing his mission was to help people travel safely and responsibly. Supported by my mother, he built the business from the ground up and we have been part of it from day one.
“Suriname offers something rare today — authenticity, untouched nature, and true cultural diversity.”
It was during school vacation that I first visited my father’s office. I loved helping out, especially writing the red coupons — it has always been a passion of mine. Even in my teen years, I would stop by during college vacations to see how things were going. Although I studied fiscal law and worked in that field for nearly ten years, in 2018 my sibling and I joined the office together. My father calls it a coup, because he was happy but hadn’t expected both of us to decide to join. We officially started on July 1, 2018.
The pandemic was also an opportunity for change. I focus on sales, while my brother focuses on finance and business development. With flights barely running, we wanted to keep people informed. We updated our website with travel protocols, health certificates and PCR testing requirements — information that was changing weekly. Even though we couldn’t make money, our goal was to build trust. People visited our site, recommended it and by the time travel resumed, we were top of mind. This strategy helped maintain our reputation and positioned us for growth post-pandemic.
Gersom Uden: I started my career in banking and later worked at one of Suriname’s larger family-owned companies, Fernandes, progressing from auditor to corporate planning. Over time, I realized I wanted to continue my own family’s legacy instead of working for someone else’s business. The company had a strong reputation and we saw an opportunity to grow it.
Then the pandemic hit. Flights stopped, airspace closed and tourism nearly vanished. It was tough, but it showed us we could rebuild from scratch. Working remotely also proved our tech skills and fresh ideas, which reassured my father that the business was in good hands. That’s when we knew we could take the company in a new direction.
Today, Jack Tours organizes a wide range of experiences for visitors, from rainforest and river expeditions to cultural and historical tours across the country. What types of tours and travel experiences are most popular among visitors to Suriname today?
Cindy Uden: While Suriname receives visitors, our core business remains outbound travel — supporting Surinamese travelers in exploring the world. We mainly handle flight tickets, cruises, full packages and hotel bookings for individuals and companies. Surinamese travelers need visas for many countries — Europe, the U.S., Canada — but not for Guyana. During the pandemic, many clients relied on us more for guidance, from airport services to ensuring everything went smoothly.
Luxury travelers often request lounges, pickups and special arrangements. Tours are picking up again and cruises are increasingly popular — offering a ‘vacation within a vacation.’ These are the services we focus on. We create fully customized travel solutions based on our clients’ needs. Many prefer destinations that don’t require a visa, so popular trips are to Colombia, Peru, Brazil and Curaçao. Some choose Panama or other South American spots instead of the U.S. or Europe. Clients tell us what they want and we create it — including flights, cruises, hotels and regional or Caribbean travel. Our goal is peace-of-mind travel, making sure every step — from home to return — is seamless.
Suriname is often described as one of South America’s most unique destinations due to its biodiversity, rainforest coverage and multicultural society. What do you think makes Suriname particularly attractive for international travelers?
Cindy Uden: Suriname is known for ecotourism, offering small-scale, personal experiences rather than mass tourism. Trips may include travel by boat, car, or plane, but the focus is on peace, quiet and untouched nature. Popular activities include catch-and-release fishing, bird watching and adventure travel. New destinations are emerging, often with unique experiences like sleeping on a mountaintop, always emphasizing nature preservation.
Gersom Uden: Suriname has a rich cultural heritage, shaped by Dutch influence and a diverse mix of people, religions and traditions. The result is a vibrant gastronomic and cultural melting pot. Catholics, Hindus, Muslims, Christians and Jews live side by side. It is welcoming, English-speaking and Dutch speakers feel at home, making it a truly unique and inclusive destination.
As the next generation leading the company, you are now building on the foundation created by your father while guiding the business into a new phase. How do you honor the legacy of the company while also modernizing and expanding its services?
Gersom Uden: We value trust, reliability and community, which comes naturally from our parents. Both of us are active in-service clubs, reflecting that commitment. As Jack Tours we are also actively involved in our community and social initiatives, which is an important part of how we see our role as a company — not just commercially, but also socially. Clients often tell us we continue the same legacy of integrity and care. For our team, it is not about being present 24/7, but being available in a crisis.
At the same time, we have focused on digital transformation — automation, online platforms, easier payments and strategic partnerships — to modernize operations and expand efficiently. Staying adaptable is key to the company’s future.
At the same time, we are consciously investing in the next generation of professionals. Our team includes many young, driven individuals — better known as Gen Z professionals — who bring fresh perspectives, digital skills and a different and faster way of thinking. We see it as our responsibility to guide and develop them, while also learning from their approach to technology and customer engagement.
Tour operators need to work closely with local and international partners, providers and prescribers. How important are partnerships and collaborations and which ones would you highlight as examples?
Gersom Uden: We work with diverse communities, including Brazilians, Cubans, Dominicans and Chinese, partnering with sub-agents who can connect with their own communities. We also collaborate with traditional Surinamese agents, hotels and tour operators locally and abroad sharing information and promoting each other. These partnerships, along with memberships like AmCham, help us maintain a broader perspective and expand our network.
Tourism is increasingly seen as an important sector for Suriname’s economic diversification and international visibility. What opportunities do you see for the growth of tourism in Suriname in the coming years?
Cindy Uden: Our main growth opportunity is corporate clients. Many companies in Suriname will need support with travel protocols and prefer to outsource this to professionals. Even if handled internally, we can provide tools and expertise, giving them confidence that a trusted professional is managing their travel needs.
Gersom Uden: Another key area is lodging. We provide vacation rentals and service apartments and demand is growing. With limited availability expected in the coming years, expanding our accommodations — through Airbnb and other platforms — will be a priority.
As travel patterns change and more travelers look for authentic and nature focused experiences, tour operators must constantly adapt their offerings. What are your priorities for the future development of Jack Tours over the next few years?
Cindy Uden: We are evolving towards a more hybrid model — combining digital convenience with personalized service. Clients increasingly expect speed, transparency and flexibility and our goal is to deliver that through smarter systems while maintaining the human touch. Clients can research and book their travel directly and we assist from there. This helps us attract more independent travelers while streamlining the process for those who already know what they want. A strong focus for us is automation. We are continuously working on simplifying processes — from bookings to payments and customer communication — so that our team can focus more on service and less on manual work.
What is your final message to future visitors?
Gersom Uden: Come visit Suriname, a country rich in culture, diversity and pristine nature. Enjoy familiar foods, restaurants and hotels, explore beautiful waterfalls and experience a destination that is easy to navigate and full of surprises.
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