Jamaica Creative Economy Strategy Strengthens Tourism

Story contributed by Klysha Best.  

Jamaica is no longer content to let its culture speak for itself. Instead, the island is shaping a clear Jamaica creative economy strategy to drive tourism, global branding and long-term economic growth.

That shift was evident inside Kingston’s Courtleigh Auditorium. There, industry leaders, students and policymakers gathered for the fifth Jamaica Creative Career Expo on February 25. The event was staged in collaboration with the Island Music Conference.

Taking the podium, Olivia Grange, Acting Prime Minister and Minister of Culture, Gender, Entertainment and Sport, delivered a clear message. “The creative economy is no longer informal… it is strategic,” she said.

For a country known worldwide for music and sport, this is not a reinvention. Rather, it is a formal consolidation of cultural power. The key difference now is structure. It is policy. It is ownership.

Building Structure Behind Creative Talent

Grange stressed that talent alone is not enough. Therefore, strong institutions and modern governance must support the sector. In addition, legal frameworks must protect creators and investors alike.

She explained that the future of music goes beyond performing or producing. Instead, it includes ownership, publishing, distribution and intellectual property rights. These elements, she argued, turn creativity into generational wealth.

Importantly, she described the government’s role as one of enablement, not interference. “Government must ensure that the infrastructure is in place to enable the industry,” she noted. As a result, creatives can build sustainable businesses rather than rely on informal systems.

Throughout the day, she engaged students and industry stakeholders. In doing so, she reinforced a central idea: culture is not a side sector. On the contrary, it is economic infrastructure.

Jamaica Creative Economy Strategy and Tourism

The Island Music Conference reflects this wider Jamaica creative economy strategy. Founded by global recording artist Shaggy (Orville “Shaggy” Burrell), alongside Sharon Burke and Judith Bodley, the conference bridges policy, private investment and entrepreneurship.

As a result, it positions Jamaica as more than a leisure destination. It presents the island as a hub for music business innovation. Moreover, it connects culture directly to tourism strategy.

Today’s global traveler wants more than sun and sand. They seek story, sound and authenticity. Therefore, by strengthening its creative industries, Jamaica strengthens its tourism product.

Ultimately, the Jamaica creative economy strategy is about competitiveness. It is about ownership. Most importantly, it is about turning cultural power into structured economic growth.