For the first time ever the Jamaica Tourism Board (JTB) is partnering with a major festival out of the United Kingdom (UK) in Milton Keynes festival dubbed “Reggae Land.”

The  JTB is onboard Reggae Land for its 2026 edition, which it says is a “first-time” partnership in the UK. Reggae Land takes place from July 31 to August 2, 2026 and will bring Burna Boy, Beenie Man and Morgan Heritage, Vybz Kartel and more to the Milton Keynes National Bowl. 

The celebration of Jamaican music and culture welcomes more than 100,000 people over its weekend. The partnership marks the first time the JTB has partnered with a UK music festival of this scale, explains Jamaica’s tourism marketing agency. 

According to the JTB, “both organisations see [the partnership] as the beginning of a longer relationship,” and that “plans for an expanded presence at Reggae Land 2027 are already in discussion.“

 Director of Tourism, Donovan White says, “Reggae Land brings together people who already carry Jamaica in their hearts. This is an audience who has fallen in love with and has grown up with our music, our culture and our spirit, and this partnership is our opportunity to say: the real thing is waiting for you. We want to inspire the next wave of UK visitors to Jamaica, and there is no better place to start that conversation than at the UK’s home of reggae.“

Brian Murphy, director of Reggae Land responds, “having the Jamaica Tourist Board come on board as a partner is a real landmark moment for Reggae Land. Jamaica is the spiritual home of everything we stand for as a festival, the music, the culture, the community. To have Visit Jamaica recognise what we have built here and want to be part of it genuinely feels like an arrival moment for us. We couldn’t be prouder to have them with us.”