PERSPECTIVE is the most beautiful experience. To experience is to live, and with that, what determines your futuristic outcome is how you see that perspective.

As I write this article, I am leaving the lovely island of Grenada. My experienced was lined seeing groups of people in strong preparation for their carnival in August. I then boarded my Caribbean Airlines flight to Port-to-Spain and here again was a discussion of how they were so looking forward to carnival 2023. It got me thinking: Do “we” really appreciate here in Jamaica the type of world-class events we have and offer? Do we really understand the significant economic impact these events are having? When you think about it: Are we the genuine festival capital of the world and just do not realise it? Do we have one of the greatest world festivals in Jamaica Festival and just not know it? The answer to that question is dual sided.

In this time where they are so many things keeping our attention and focus, it is the opportune moment to reflect on some of the some things we have and take for granted. Do not get me wrong, our issues are real; climate change, the novel coronavirus pandemic, global inflation and in our homeland and the world at large; the issue of crime is a never-ending plague that continues to affect us in so many ways.

We must find a way of getting rid of this useless minority that sullies our good name and affects our daily being.

We must find a way to utilise what we as a people experience personally or overall and connect to what truly drives us. What we yearn for to release. We must seek the positive from our moments of discomfort or pain and uplift that of positivity in our people and the way of life that we represent to the wider nations. We must rise above. I digress…

But I take you back to Jamaica Festival. It has long been argued that Jamaica is best known for our people, our music, our culture, sports, food and our marijuana. We are also lesser known for our role in socio-political events and our firm economic management in recent times. But no matter what is said we have developed a reputation for great music, great parties and wonderful (heart-warming) festivals.

There is one time of the year as Jamaicans that we celebrate Jamaica and all things Jamaican. That time of the year is traditionally known as Festival time typically the first week in August. It is the time where we celebrate our Independence and more recently our Emancipation. I happen to know that the Government is working at making this the other long weekend of the year (The other one being Easter) where we would celebrate the first Friday in August as Emancipation and the first Monday as Independence day. It is an idea whose time has come long time. I wholeheartedly support this concept and applaud the prime minister and the minister of culture, gender, entertainment and sports for leading this initiative. It will make Jamaica Festival sweeter and ensure that the entire diaspora and all lovers of things Jamaican want to visit the country during this period.

So back to Jamaica Festival. Do you realise that this year we will have 27 days of festival?

July 10 – Jamaica Carnival9 (Carnival in Jamaican style)

July 18-23 – Reggae Sumfest (The greatest reggae music concert on earth)

July 29- August 2 – Dream Weekend (Negril)

August 5-8 – Best Weekend Ever (Ocho Rios)

August 6 – Grand Gala (Kingston)

So after carnival, we have the biggest and the best reggae music event on earth. We then move into the party festivals – Dreams and SBE weekend. All happening at the end of July into the first week of August. The biggest party weekend festival in the world. All this occurring while we have food festivals (curry, jerk, seafood) and beauty festivals (pageants) and to wrap this all up, we have one of the best culture offerings in the world, the Independence Grand Gala at our National Stadium on Saturday, August 6. Nothing like it in the entire world, made for the people by the people.

So in our 60th year, this year we will have 27 days of festival: carnival, concerts, parties, music, food, culture, and… And this happens every year for at least 21 days; the greatest festival in the whole wide world. All we need to do is add some sports and other entertainment events and we would soon top the 3.69 million staying visitors that descend on the Edinburgh Festival in Scotland annually.

So like it or not, Jamaica Festival has been redefined. We must celebrate festival for at least 21 days every year because we are the festival capital of the world…we just have never recognised it or promoted it!

And now I am sitting in Miami International Airport on my way home and wondering…

Howard McIntosh (affectionately called Big Mac by many) is a sports, events and entertainment specialist, investor and entrepreneur. He has staged many events locally, regionally and internationally. He has worked with and represented numerous international organisations. McIntosh is currently chairman of the Entertainment Advisory Board and a member of the Sports & Entertainment Linkages Network in the Ministry of Tourism. He is a former board member of the Jamaica Tourist Board, Tourism Enhancement Fund, Sports Development Foundation, and Airports Authority of Jamaica. He has an MBA from the University of Chicago and a BBA from Howard University.