Executive Director of Jamaica Vacations Limited (JAMVAC), Joy Roberts is representing Jamaica in tourism and film industry events linked to the 2026 Cannes Film Festival, now on at the Palais des Festivals et des Congrès in Cannes, France.

The festival runs from May 12 to 23, 2026. Roberts will also be serving as a panellist at the 7th edition of the Pavillon Afronova at the Cannes Film Festival, participating in a Cine-Tourism Panel focused on destination development, diaspora engagement and strategic tourism partnerships.

She is also expected to participate in discussions connected to the inaugural launch of Screen Odyssey during Caribbean Day activities at the festival. Her participation at Cannes forms part of JAMVAC’s efforts to position Jamaica as a tourism destination while expanding strategic partnerships that support Jamaica’s cruise, cultural and experiential tourism offerings.

For Roberts, “Jamaica remains one of the most culturally powerful and globally recognised destinations in the Caribbean. Opportunities like these allow us to place Jamaica directly into conversations that influence global travel decisions.” 

“We want travellers, including cruise passengers from around the world to ensure Jamaica remains firmly on their list of destinations to experience on their next voyage. Every opportunity to market Brand Jamaica internationally is an opportunity to encourage even greater interest in our island,” she remarked as part of her mandate at the film festival.