Jamaica is taking a prominent role at this year’s New Orleans Jazz & Heritage Festival, with the Jamaica Tourist Board partnering with Sandals Resorts to present the Sandals Resorts Jamaica Cultural Exchange Pavilion.
The pavilion, now in its 30th year at the festival, serves as an immersive space highlighting Jamaica’s global influence across music, cuisine, and craftsmanship. The event runs over two weekends — April 23–26 and April 30–May 3 — drawing international audiences to experience the island’s cultural offerings.
Tourism Minister Edmund Bartlett said the initiative underscores Jamaica’s cultural identity and global appeal. “Music, art and culinary innovation have always been at the heart of our identity, and the Cultural Exchange Pavilion is the perfect stage to showcase the depth of our heritage and reinforce Jamaica’s position as a leading destination,” he said.
At the pavilion, Jamaican artisans are showcasing handcrafted products made from locally sourced materials. During the festival’s second weekend, the Sandals Foundation is featuring artisans Sheldon Daily, known for straw work, and ceramicist Dana Baugh as part of a wider effort to elevate local craftsmanship.
Festivalgoers are also sampling traditional Jamaican cuisine, including oxtail, rice and peas, jerk dishes, and escovitch fish, paired with cocktails made using Appleton Estate. A festival-exclusive “One Love Jamaican Rum Punch” has been created for the event.
Director of Tourism Donovan White said the festival provides a platform to share Jamaica’s culture in an immersive way. “From the music to the flavors to the creativity of our people, there’s an energy that stays with you,” he said.
Jamaica’s musical influence is also reflected in the festival lineup, which includes performances by Ziggy Marley, Stephen Marley, and Sean Paul, alongside contemporary acts such as Protoje, Koffee, Lutan Fyah, Jesse Royal, Sevana, and Grammy nominee Lila Iké.
Festival producer/director Quint Davis welcomed the collaboration, noting the shared cultural ties between Jamaica and New Orleans. He said the partnership aims to inspire attendees to experience Jamaica firsthand.
Beyond the pavilion, the nearby Sandals Resorts and Jamaica Tent offers interactive experiences, including photo installations inspired by attractions such as Martha Brae River, along with games, cocktail demonstrations, and promotional giveaways. Daily sweepstakes are also offering trips to Jamaica, including stays at Sandals Montego Bay, Sandals Royal Caribbean, Sandals South Coast, and Beaches Negril.
The Jamaica Tourist Board said its participation in Jazz Fest reflects an ongoing strategy to expand the island’s global visibility through cultural promotion and experiential tourism.
