The Montego Bay Cultural Centre transforms into the beating heart of western Jamaica’s creative community as Kingston Creative brings the Montego Bay Creative Arts Festival to the ‘Second City’ for the very first time — headlined by none other than Queen Ifrica.

Doors open at 11:00 am, with the party going until 5:00 pm, and it is completely free.

Created by Kingston Creative in collaboration with the Montego Bay Creative Arts Network (MCAN), and forming part of the TUI Colourful Cultures Programme Jamaica — funded by the TUI Care Foundation and implemented by Target 8.9 — this is not a one-off concert. It is the launch of what promises to become an annual flagship celebration for St. James: a day that puts the creativity, talent, and cultural richness of western Jamaica front and centre.

“The TUI Colourful Cultures Programme exists to connect travellers with the authentic cultural heartbeat of destinations,” said Coral Williams, Target 8.9 destinations manager. “The Montego Bay Creative Arts Festival is exactly that, a genuine, community-driven celebration that gives visitors and locals alike a chance to experience the real creativity of Western Jamaica. We are proud to be part of this new urban cultural tourism destination.”

Queen Ifrica takes the main stage, bringing her signature blend of roots reggae, conscience, and pure Jamaican fire to an audience that has been waiting for exactly this kind of moment in their own city. Alongside her headline set, the day unfolds with:

• Dance showcases — high-energy performances from Western Jamaica’s finest
• Poetry slam and spoken word — raw, real, and not to be missed
• Art exhibition — a curated showcase of local visual artists
• Artisan village — handmade cultural goods from the creative makers of St. James
• Food court — local cuisine and street-style favourites
• Domino corner — because no Jamaican festival is complete without it
• Paint & sip sessions — interactive, inclusive, and a guaranteed good time
• Guided mural tours — experience Montego Bay’s newest public artworks up close

For Kingston Creative, this is personal. “For almost a decade we have been building a creative economy in downtown Kingston, and now we are bringing that same vision to Montego Bay,” said Andrea Dempster Chung, co-founder and executive director of Kingston Creative. “This festival is the next step in building a creative ecosystem in western Jamaica that works for the people who live there.”