KINGSTON, Jamaica — In a bold move to revitalize cultural tourism and foster economic growth, Kingston Creative has unveiled the Mobay Creative initiative, a groundbreaking Creative Placemaking Programme set to transform Montego Bay into a vibrant cultural hub. This year-long project, centered in St James, aims to strengthen the synergy between the creative and tourism sectors while generating new income opportunities for local artists and entrepreneurs.
At the heart of the initiative are two large-scale murals designed to enhance Montego Bay’s visual appeal, complemented by a Creative Placemaking Training Programme. This training will empower local creatives and community leaders with the skills to organize cultural events and develop a thriving cultural district. The project will culminate in the Artwalk Festival, a grand celebration of music, food, and local artistry in Sam Sharpe Square.
Montego Bay’s Mayor, Richard Vernon, emphasized the transformative potential of the initiative, stating, ‘This project reflects our cultural pride, community resilience, and the creative power of our people. It is a visible step toward the inclusive, sustainable city we envision under Vision 2030.’ He highlighted the murals as symbols of the city’s stories, struggles, and aspirations, bringing beauty, opportunity, and dignity to overlooked spaces.
The initiative is expected to directly engage 25 creatives, create 20 paid opportunities, and involve 800 members of the public, while fostering partnerships with at least seven key stakeholders. Andrea Dempster Chung, Executive Director of Kingston Creative, noted, ‘This partnership goes beyond murals; it’s about arts for social and economic transformation. We are excited to collaborate with western creatives and encourage corporations in the region to join this movement.’
Supported by Target 8.9, with funding from the TUI Care Foundation’s TUI Colourful Cultures initiative, the project also enjoys backing from the S-Hotel Montego Bay, the Montego Bay Cultural Centre, and the city itself. Implementation is set to begin in October 2025, with $8.75 million already committed. Coral Purvil-Williams, Destination Manager at Target 8.9, remarked, ‘This partnership unlocks Montego Bay’s creative and economic potential, aligning with the goals of the TUI Colourful Cultures programme.’