Carnival in Jamaica generates over J$95bn in economic output

KINGSTON, JAMAICA – Minister of Tourism, Hon. Edmund Bartlett, has announced that Carnival in Jamaica generated an astounding J$95.4 billion in total economic output in 2024, positioning the annual event as one of the country’s most powerful economic and cultural assets.

Speaking at a press briefing on April 15, 2025) at the Tourism Product Development Company, Minister of Tourism unveiled the findings of a landmark economic impact assessment of Carnival in Jamaica. The event was attended by senior government officials and leading figures from the entertainment industry. The study – conducted by Michael Marshall, Research Fellow at the Centre for Leadership and Governance at the University of the West Indies, Mona – was commissioned by the Tourism Enhancement Fund (TEF) through its Tourism Linkages Network. It assessed Carnival’s impact on job creation, income generation, and its broader linkages within the tourism sector.

“Carnival is not merely a celebration – it’s serious business,” Minister Bartlett declared. “In 2024 alone, we saw a direct economic impact of J$4.42 billion, with multiplier effects pushing total output to over J$95 billion. For every dollar invested, Carnival generated a return of J$130. That’s the kind of ROI most sectors can only dream of.” 

The study found that Carnival in Jamaica supported an estimated 115,247 full-time equivalent jobs across various industries in 2024, including event management, hospitality, retail, and the creative sector. It also generated J$19.14 billion in income for Jamaican workers and businesses.

Carnival bands alone invested J$727 million, with costume production accounting for J$331.4 million, supporting local designers, seamstresses, and artisans.

Carnival continues to play a pivotal role in Jamaica’s tourism strategy. In 2024, 5,400 international visitors travelled to the island specifically for the festivities, spending an average of US$3,209 per person, resulting in US$12.5 million in direct visitor spending. More than 54% of these visitors were first-timers, signalling strong potential for future growth.

Local participation was equally robust, with 7,400 Jamaicans taking part and spending an average of J$252,900 per person on costumes, fitness, beauty services, and entertainment – totalling J$1.73 billion in direct local expenditure.

Although operational costs and inflation have moderated the return on investment from J$198 per dollar in 2019 to J$130 in 2024, the study still identifies Carnival as an extraordinarily high-impact initiative. The average return across the study period (2019, 2023, and 2024) was J$159.09 per dollar spent.

Minister Bartlett outlined plans to further strengthen Carnival through enhanced marketing, deeper community linkages, innovation in band offerings, and sustainability initiatives.

“We are not resting on our laurels,” he said. “With continued collaboration between government, the private sector, and our communities, Carnival in Jamaica will continue to be a celebration that builds our economy and showcases the very best of brand Jamaica.” 

The next Road March is scheduled for Sunday, April 27, 2025, and is expected to be one of the largest yet.