Executive Director of Jamaica Vacations Limited, JAMVAC, Joy Roberts, will travel to France this week to participate in high-level tourism and film industry engagements connected to the prestigious 2026 Cannes Film Festival, as Jamaica continues to strengthen its visibility within the global travel and cruise industries.

Roberts has been invited to serve as a panellist at the 7th edition of Pavillon Afronova during the Cannes Film Festival, where she will participate in a Cine-Tourism Panel focused on destination development, diaspora engagement and strategic tourism partnerships.

The invitation was extended by Pavillon Afronova, the platform at the Cannes Film Festival, recognised for creating space for Africa’s stories, creativity and innovation to engage meaningfully with international audiences and industry leaders.

Roberts is also expected to participate in discussions connected to the inaugural launch of Screen Odyssey during Caribbean Day activities at the festival. 

The international engagement forms part of JAMVAC’s continued efforts to position Jamaica as a leading tourism destination while expanding strategic partnerships that support the country’s cruise, cultural and experiential tourism offerings.

Roberts said the opportunity comes at an important time as Jamaica continues to diversify how it markets the destination internationally.

“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.”

She added that “the cruise sector continues to be a critical part of Jamaica’s tourism growth strategy and international visibility.”

“Every opportunity to market Brand Jamaica internationally is an opportunity to encourage even greater interest in our island.”

JAMVAC, the agency with responsibility for cruise tourism marketing and airlift support, has continued to pursue strategic international partnerships aimed at increasing visitor arrivals and expanding Jamaica’s global tourism footprint.