Jamaica’s Carnival celebration continues to prove its weight in economic gold, with Tourism Minister Hon. Edmund Bartlett announcing that Carnival in Jamaica generated approximately J$95.4 billion in total economic impact and supported an estimated 115,247 full-time equivalent jobs across various sectors in 2024.
The announcement was made during the presentation of the Carnival in Jamaica Economic Impact Assessment, held at the Tourism Product Development Company (TPDCo) Boardroom in Kingston on Tuesday, April 15.
“This landmark study, conducted by Dr. Michael Marshall of the University of the West Indies, offers compelling evidence of what we have long believed, that carnival is not merely a cultural celebration but a powerful economic engine in Jamaica,” said Minister Bartlett.
The assessment looked at the economic effects of Carnival from 2018 to 2024, analyzing its direct, indirect, and induced impact, as well as its investment potential for both public and private stakeholders.
Launched by the government in 2017, the Carnival in Jamaica initiative has grown into what Bartlett called an “economic powerhouse,” directly injecting J$4.42 billion into the economy in 2024—a 44.2 per cent increase over 2019, the report’s benchmark year due to the COVID-related disruptions from 2020 to 2022.
“When we factor in the multiplier effect, that is the indirect and induced impact, Carnival’s total economic contribution to Jamaica in 2024 reached an astounding J$95.4 billion in its total output,” Bartlett stated.
Even more notable was the return on investment. “The remarkable return on investment underscores what we’ve always known – that investment in our cultural industries yields dividends that far exceed their initial cost,” he said, noting that for every dollar invested in Carnival, the Jamaican economy reaped J$130 in return.
Employment was another major win. Carnival bands directly employed 55 full-time staff and over 1,750 part-time workers last year. But the broader employment impact was far-reaching. “Our economic analysis indicates that through direct, indirect and induced effects, Carnival in Jamaica supported approximately 115,247 full-time equivalent jobs throughout our economy in 2024,” Bartlett explained.
Income generation was also significant, with Carnival-related activities contributing J$19.14 billion to Jamaican workers and businesses.
The event attracted about 5,400 international visitors in 2024, 75 per cent of whom were from the United States. “These visitors spend an average of US$3,209 per person, injecting some US$12.5 million directly into our economy,” the Minister said. Encouragingly, 54.5 per cent of these patrons were first-time attendees.
While the international showing was impressive, local participation outpaced visitor turnout, with around 7,400 Jamaican patrons taking part. These participants spent an average of J$252,900, resulting in J$1.73 billion in direct local spending.
“From fitness centres to beauty services, from transportation to food and beverages, the economic benefit of Carnival extends to businesses large and small throughout Jamaica,” Bartlett emphasized.
Private sector support for Carnival also grew significantly, with investments rising to J$727 million in 2024. “These impressive figures confirm what we have always believed – that Carnival is not just a celebration of our culture but a serious business that deserves strategic investment and support,” the Minister said.
The next Jamaica Carnival Road March is scheduled to take place in Kingston on Sunday, April 27, 2025.
