US$20 million in earnings expected from ‘Sumfest’
Published:Saturday | June 1, 2024 | 12:09 AMAdrian Frater/Gleaner Writer
WESTERN BUREAU:
While patrons are now gearing up for the customary revelling when Reggae Sumfest 2024 unfolds in Montego Bay, St James, between July 14 and 20, Tourism Minister Edmund Bartlett has his eyes firmly set on the bigger prize, the approximately US$20 million in earnings, which are expected to flow into the nation’s coffers.
“Reggae Sumfest has consistently supported the country’s economy as patrons support the various subsectors – from the hotelier to the peanut man. In fact, it is estimated that annually, Reggae Sumfest has enabled the injection of US$20 million into the local economy which has positively impacted many people,” explained Bartlett at the festival’s official launch on Thursday night in Montego Bay.
According to Bartlett, with Jamaica striving for what he has described as “more in 24” as it relates to visitor arrival and earnings, it is becoming increasingly evident that Reggae Sumfest has the capacity and appeal to consistently pull in new visitors and is therefore key to meeting the objectives of the Jamaica Tourist Board.
“I am pleased that it is happening in a time when Jamaica’s tourism is experiencing unprecedented growth, with the island welcoming 1.7 million visitors and earning US$1.8 billion within the first week of this month. We are also projecting 4.5 million arrivals by the end of this year, which represents a 7 per cent increase,” said Bartlett. “Jamaica is therefore well on its way to achieving five million visitors and earning US$5 billion by next year.”
Bartlett also noted that the festival, which will feature acts such as American R&B star Babyface, iconic Jamaican crooner Beres Hammond, Anthony B, Luciano, Capleton, Turbulence, Teejay, Valiant, Dexta Daps, Aidonia, YG Marley, Jada Kingdom, Munga, Ras I and new sensation Ngiy Boy, has emerged as a major tourism marketing platform for Jamaica.
‘Ripple effect’
“The Reggae Sumfest brand has stood out as an iconic and must-see event for both local and international visitors. Since 2016, the festival has welcomed approximately 175,000 patrons, with 35,000 estimated to be international visitors,” said Bartlett. “This has helped to boost our arrivals, while reinforcing the strong link between tourism and entertainment … music festivals wield immense power as engines of economic growth, particularly in the realm of tourism.
“Consider for a moment the ripple effect generated by a single festival: hotels bustling with guests, restaurants bustling with patrons, and local businesses bustling with activity… the economic influx doesn’t stop there; it extends to transportation, retail, and various other sectors, infusing vitality into the economy,” added Bartlett.
In speaking to the benefit of the festival to the Montego Bay community, Cordel ‘Skatta’ Burrell, an integral part of the festival’s organising team, Downsound Entertainment, said Reggae Sumfest has established an unbreakable bond with Montego Bay, which has sparked significant benefits both ways.
“Montego Bay has been the heart and soul of Reggae Sumfest for over three decades. During this time an unbreakable bond has formed between the festival and the city. This is a symbiotic relationship, with the community eagerly anticipating Sumfest for the incredible vibes, excitement, and, most importantly, the economic boost it brings,” said Burrell. “Thousands of visitors pour into the city, filling our hotels, guesthouses, and restaurants, taking taxis, and generally putting cash into the pockets of citizens at all levels.”