Martinique turns to reggae festivals to strengthen Caribbean tourism

Tourism officials in Martinique are using reggae events to draw more visitors and increase the island’s earnings from travel. They are also encouraging other Caribbean destinations to benefit from the genre as overseas markets continue to make millions from reggae.

Reggae Therapy, a Martinique music festival featuring a French reggae performer among its scheduled acts, is one of the events supporting that strategy. The festival has also received a positive response from local artistes who value the island’s celebration of reggae.

Martinique’s tourism commissioner described Reggae Therapy as an important part of the territory’s visitor programme. The aim is to encourage travellers to experience the festival while also exploring Martinique and enjoying the wider island experience.

The director of the Martinique Tourism Board said Caribbean destinations should secure a greater share of the economic activity generated by reggae throughout the year. Numerous reggae festivals are staged in Europe, while Jamaica hosts Reggae Sumfest, but the director believes the wider region has room for additional events.

Reggae originated in Jamaica before gaining support across other Caribbean islands, the director noted. On that basis, regional destinations could develop their own festivals while recognising the music’s Jamaican roots.

Martinique’s organisers said their approach is not intended to appropriate Jamaica’s music. Instead, the festival draws inspiration from Jamaica and combines reggae with cultural features specific to Martinique.

Officials said reggae has influenced Martinique’s culture since the genre spread from Jamaica across the Caribbean during the 1960s and 1970s. Martinique’s presentation is therefore designed to be distinct while complementing reggae events elsewhere in the region.

The festival brings together performers from Martinique, other French Caribbean territories, St. Lucia and Dominica. Organisers believe that regional mix gives the event a specifically Martinican identity while allowing it to complement a major Jamaican festival such as Reggae Sumfest.