Change is the only constant, and once we accept that, we can fully embrace the power of new beginnings. Being a hotel director in the 1990s feels like an entirely different industry compared to today. Back then, 80% of Jamaica's resorts were locally owned, with just 20% represented by international brands. Today, that ratio has reversed.

This shift has rewritten the playbook. Yet, the core remains: tourists still come seeking the same escape and unforgettable Jamaican experience. Unfortunately, many of these global brands have little interest in promoting Brand Jamaica. Their loyalty lies in pushing their own identity across multiple destinations. As a result, Jamaican culture is often reduced to a token gesture... while lip-synced Latin and American-style performances receive the spotlight and resources.

At ShowJam, we see challenges as opportunities. While others react, we innovate. We've never positioned ourselves as victims of change. Instead, we've chosen to diversify, adapt, and lead. We know Brand Jamaica inside and out, and our mission has always been to present it with authenticity and international level excellence.

The entertainment landscape has evolved. Today's resorts are larger, more spread out, and entertainment is no longer centralized. We've adapted by delivering variety in smaller, curated pockets meeting the demand for personalized, immersive experiences.

This is an exciting era for ShowJam. We're embracing the ever-evolving tourism landscape and leveraging technology to stay ahead. By identifying niche opportunities, we ensure our continued relevance and demand. We are proud to remain one of the pioneers in formalized entertainment in Jamaica, and we look to the future with confidence.

As we prepare to celebrate ShowJam 25 next year, we do so with immense pride in our journey rooted in resilience, creativity, and an unwavering love for Jamaican culture.