Tourism Minister Edmund Bartlett believes the presence of dancehall star Vybz Kartel in the Reggae Sumfest 2025 line-up could lead to the breaking of all attendance record, citing the ‘mystique’ behind the artiste’s pulling power.
Speaking with the media on Thursday, Bartlett said that, following discussions with event producers, all signs point to the 33rd staging of the Montego Bay-based music festival being the biggest of all time.
“Listen, all I can tell you about Sumfest is that it promises to be the biggest and best one,” said Bartlett. “The Vybz Kartel mystique that is around is gonna drive the attendance level. It’s trending on social media already, and we are expecting a very powerful performance by all the players who are listed.”
Kartel was released from prison in July 2024 after the United Kingdom-based Privy Council overturned his 2014 murder conviction, citing juror misconduct and breaches of a fair trial, and Jamaica’s Court of Appeal decided against a retrial.
Since his release, Kartel has been igniting stages both at home and abroad. His New Year’s Eve comeback concert at the National Stadium in Kingston attracted more than 30,000 fans. Subsequent performances in cities such as New York and Miami, in the United States; London in the UK; and Port of Spain in Trinidad have sold out within hours, reaffirming his unmatched star power.
Slated to perform on July 18, Kartel will share the spotlight with the likes of Masicka, Tommy Lee, Govana, Valiant, Moliy and Skeng. The festival kicks off tomorrow and culminates on July 19, with events at various venues in the tourism capital, including its original home, the Catherine Hall Entertainment Centre.
Kartel’s highly anticipated return to the festival stage marks more than a decade of absence and it’s his inclusion that has set social media ablaze and driven record interest from fans and sponsors alike.
Bartlett emphasised that, beyond the music, the event brings wide-reaching benefits for the local economy.
“It’s going to bring economic improvement to a number of people in the Montego Bay area who have, over the years, been a part of the value chain,” he said. “Our hotels, restaurants, transportation providers, and artisans will benefit in a big way.”
Tourism stakeholders are already feeling the impact with a pronounced uptick in bookings as fans get ready to soak up the experience.
“All major hotels are seeing an uptick in occupancies for Reggae Sumfest from both local and international clients,” said Kerry-Ann Quallo-Casserly, area chair for the Jamaica Hotel and Tourist Association’s Montego Bay chapter.
“In fact, accommodation is being sought as far back as Ocho Rios and Hanover. Those who could not afford the Freedom Street concert see this as the perfect opportunity.”
Quallo-Casserly added that the addition of international R&B superstar Toni Braxton to the line-up has ignited fresh interest from corporate sponsors, many of whom are being housed in a mix of large hotels, boutique properties, villas, and guesthouses.
“This will be a phenomenal boost for the economy,” noted Quallo-Casserly. “DMCs (destination management companies), car rentals, attractions, craft vendors, it’s a full-scale uplift.”
For Christopher Issa, owner of the S Hotel Montego Bay, the significance of Reggae Sumfest goes well beyond room bookings.
“Reggae Sumfest is more than just a music festival, it’s a cultural institution that energises the entire Montego Bay strip,” he said. “It draws a sophisticated, experience-driven audience that appreciates authentic Jamaican culture, and that aligns perfectly with our brand. Every year, Sumfest helps position Jamaica not only as a beach destination but as a global entertainment capital.”
With ticket sales already outpacing previous years and fan energy at a fever pitch, Sumfest 2025 is shaping up to be a defining moment not just for Jamaican music, but for the country’s broader cultural and tourism economy.
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