The Creative Current

Montego Bay faces a critical need to diversify its tourism offerings beyond traditional models to ensure local residents benefit directly from the sector. While the region possesses a rich cultural heritage, many creative practitioners operate as informal MSMEs with limited access to formal support systems. The vulnerability of these livelihoods was recently exposed by the devastating impact of Category 5 Hurricane Melissa in late October 2025. This disaster disrupted critical infrastructure and halted economic activity, highlighting the urgent need for resilient business models.

To bridge this gap, the project integrates creative entrepreneurship with strategic industry collaborations to meet evolving market demands. By fostering partnerships with entities like Kingston Creative and the Montego Bay Creative Arts Network, the programme creates a robust support ecosystem. The strategy focuses on equipping artisans with digital tools and storytelling skills to amplify their visibility. Aligning with national creative economy policies ensures that local efforts are backed by a broader institutional framework for maximum impact.

The project empowers individuals to become the primary architects of their own economic recovery and long-term prosperity. Through the installation of vibrant murals and the delivery of the Artwalk Festival, local artists reclaim public spaces and spark community pride. Masterclasses and training sessions provide the mechanisms for lasting knowledge creation and self-sufficiency within the creative sector. By establishing a resilient, community-led tourism value chain, the project ensures that cultural preservation and economic growth flourish hand in hand.