Tourism Minister Credits the ‘Kartel Effect’ for Record-Breaking Reggae Sumfest, Announces Jamaica’s Tallest Hotel and Hard Rock Café

Reggae Sumfest 2025 wasn’t just a celebration of music — it was a declaration of Jamaica’s cultural dominance and economic ambition. Speaking in an on-site interview with local media during the festival’s climactic weekend, Minister of Tourism Hon. Edmund Bartlett delivered five major revelations that underscored the event’s significance: the largest turnout in Sumfest history, a planned 30-story hotel development, Montego Bay’s official positioning as the home of the festival, expanding global interest in reggae, and a heartfelt tribute to a fallen founding father of the show.

Bartlett credited this year’s record crowd to a variety of factors, not least of which was the fanfare surrounding Vybz Kartel’s appearance. “This has been the largest crowd I’ve seen at Reggae Sumfest, which is partly due to Vybz Kartel”, the Minister noted, confirming that the Ministry is currently calculating the full economic impact. Based on the visible surge in tourism activity, hotel bookings, and vendor sales, the numbers are expected to be impressive. “We’re looking at how all this translates for the economy,” he added.

In terms of infrastructure, Bartlett revealed that Montego Bay is in the midst of an unprecedented hotel boom. He highlighted two major developments: a 30-story, 1,300-room high-rise that will become Jamaica’s tallest hotel, and the long-anticipated arrival of the Hard Rock Café in the tourism capital. These projects, he said, are part of a broader plan to position Montego Bay as the permanent home of Reggae Sumfest and a hub for entertainment-driven tourism.

The Minister also emphasised Jamaica’s growing cultural footprint overseas. “As we grow, we go beyond — to China, to India, to the Middle East,” he said. Citing Saudi Arabia’s reggae orchestra as a surprising but powerful example, Bartlett marvelled at their rendition of Bob Marley’s One Love, calling it “almost envious — almost.” His remarks speak to the far-reaching influence of reggae music and Jamaica’s ongoing efforts to safeguard and promote that legacy on a global scale.

Bartlett closed the interview by paying tribute to Robert Russell, co-founder of Reggae Sumfest, who passed away last December and was honoured during the show. “His contribution to this great institution will live on long after,” he said. With a blend of cultural pride, strategic development, and global outreach, Reggae Sumfest 2025 made it clear that Jamaica is not just hosting world-class festivals — it’s setting the standard.