The Jamaica Tourist Board (JTB) will commemorate its 70th anniversary by participating in Notting Hill Carnival 2025 for the first time. The JTB will collaborate with Magical Mas Carnival Band to bring Jamaican culture to the streets of West London.
The island’s tourism office’s participation in the Notting Hill parade is more than just a celebration. “We’re celebrating seven dynamic decades, but we’re also inviting the entire world to join us in Kingston for Carnival in Jamaica 2026,” a JTB spokesperson told journalists. “London will feel the heartbeat of the Caribbean long before our own road march begins back home.”
The involvement is part of a larger campaign to promote Carnival in Jamaica 2026, which is held annually in April. Officials believe the Notting Hill appearance will enable them to engage with the Jamaican community in the UK and encourage more people to experience Carnival in Jamaica.
There are several events scheduled to be held in the run-up to the August bank Holiday weekend, these include:
- Magical Soirée on Sunday 20 July
- No Rules Fete on Friday 22 August
- Big People Garden on Sunday 31 August
Magical Mas’s theme for this year’s carnival is “Forgotten Treasures,” with a limited number of costume packages available for sale. Organisers anticipate great interest and advise early registration.
The London invasion by the JTB is a clever example of cultural diplomacy that goes beyond the glamour. Carnival tourism is gaining popularity, with visitors planning vacations around masquerade seasons from the Port of Spain to São Paulo. Jamaica aims to increase its revenue share. By showcasing its talents on Britain’s multicultural doorstep, the board seeks to attract new audiences to the island’s own April celebrations in 2026, thereby boosting employment, local businesses, and the national GDP.
The JTB expects that this participation will enhance relations with the diaspora, boost local tourism, and raise awareness of Jamaica’s funfair as a significant cultural event.
