Multinational brands and tourism marketing agencies alike must continue to invest and participate in cultural marketing. Through respectful, not exploitative, partnerships with culture commerce has thrived with active marketing energies over the years. In the United States, it has been hip hop culture that has generated billions in shareholder value and 401K retirement accounts. And in Jamaica, reggae and dancehall continues to do the same.

Since the start of 2026 Jamaica has benefited from its display of cultural excellence post-Hurricane Melissa. Whether it was Protoje’s hosting of his two-day Lost in Time Music Festival, which featured the return of Chronixx, a successful Carnival in Jamaica season that saw at least 40 events being held, Mystique Integrated Limited’s inaugural Impact marketing conference on Caribbean Business Intelligence, or iShowSpeed’s Caribbean Tour in which his Jamaica stop was a must-watch, our cultural richness stands firm.

Culture, which involves the everyday ways of life of our people, not only serves as the language of our soul, but it is also big business that everyone can participate in and earn from — as long as it is respected.