Metropole · Culture
—The strategy. Caribbean governments increasingly treat reggae, soca and carnival as a tourism industry, not just a cultural inheritance.
—The goal. Jamaica has set a target of 8 million visitors by 2030, with music tourism named as a lead channel for getting there.
—The flagship. Reggae Sumfest, the region’s biggest music festival, runs a stripped-down one-night edition this year on July 18.
—The storm. The festival moved from Montego Bay to Plantation Cove in St Ann after Hurricane Melissa battered the western coast last October.
