MONTEGO BAY, St James — In a point often made, Reggae Sumfest has once again been lauded for the financial impact it has had on the country and the role it is playing in building Brand Jamaica.

Among those singing the music festival’s praises during Wednesday night’s launch of this year’s show was Minister of Culture, Gender, Entertainment and Sport, Olivia “Babsy” Grange.

In remarks read by minister of state in the Office of the Prime Minister, Homer Davis, Grange hailed the festival as an economic driver as she argued that it generates billions during its traditional week-long staging in the resort city of Montego Bay.

“In the ministry’s COVID-19 recovery report of major festivals and events in Jamaica, Reggae Sumfest stands as one of the largest, most powerful, most impactful — welcoming approximately 11,000 local and another 10,000 international visitors to the event each year, having local economic impact of over $4.3 billion,” Grange said.

“Reggae Sumfest, therefore, is more than just an event. It is an economic powerhouse, generating significant revenue, creating jobs, and promoting tourism. Sumfest draws visitors from all corners of the world to experience our dynamic culture personally. As we launch this year’s edition of the festival, I pause to remind you of the importance of preserving and promoting our rich cultural heritage,” she added.

Mayor of Montego Bay Richard Vernon, who echoed Grange’s comments, also spoke of the importance of the event that has helped put the western city on the map.

“Sumfest is not just a music festival, it is an economic powerhouse, an international spectacle, and a cultural phenomenon that reverberates through each and every corner of our city. Every year, Sumfest drives billions [of dollars] into the economy, supporting thousands of jobs and livelihoods. Whether you are selling jelly coconuts on the roadside, serving up sizzling jerk chicken, curating dream vacations, or welcoming guests into packed hotels, Sumfest brings prosperity for all,” Vernon said during the launch, held at Iberostar Hotel in St James.

Chief executive officer of Downsound Entertainment Josef Bogdanovich also hailed the economic impact of the festival.

“Sumfest is a platform that supports the local economy, from hotels to transport operators, to small businesses. It drives tourism, it creates jobs, and reminds the world that Jamaica isn’t just a home of reggae and dance hall, we are the home of world-class talent, unmatched vibes, and the spirits you can’t find anywhere else — no question about it,” he said.

Tourism Director Donovan White reflected that, in 2024, international visitors made up about 43 per cent of the arrivals during Sumfest week, contributing an estimated US$25 million to Montego Bay’s economy.

“These figures represent more than statistics. They translate into employment, full hotel rooms, busy restaurants, taxies and transportation services, thriving craft markets, lives improved by one very, very powerful event — Reggae Sumfest,” said White.

“As we look to the future with the event, our mission at the JTB [Jamaica Tourist Board] is clear: We must not only promote Jamaica’s music, we must also own its narrative and its economic value. This is why collaborations like this are essential to what we do and what we plan to do. Reggae Sumfest is more than just a stage for performances. It’s a platform for empowerment, it offers opportunities to our artistes, our creatives, our entrepreneurs to gain visibility and, indeed, to earn return on their investment,” White added.

He stressed that Reggae Sumfest is more than just a date on the entertainment calendar.

“It is, as far as I’m concerned, our cultural north star. It reflects the essence of our people, the pulse of our culture, and the spirit of our national identity. For countless visitors, it serves as the gateway to discovering Jamaica. The tourist board is proud to support Sumfest each year, recognising its pivotal role in attracting tourists to our shores, boasting spending in the destination, and raising Jamaica’s profile on the global stage,” White said.