Executive Director of Jamaica Vacations Limited (JAMVAC), Joy Roberts, will participate in tourism and film industry events linked to the 2026 Cannes Film Festival, according to a statement.

She will serve as panelist at the 7th edition of the Pavillon Afronova at the Cannes Film Festival, participating in a Cine-Tourism Panel focused on destination development, diaspora engagement and strategic tourism partnerships.

She is also expected to participate in discussions connected to the inaugural launch of Screen Odyssey during Caribbean Day activities at the festival.

“Jamaica remains one of the most culturally powerful and globally recognized destinations in the Caribbean. Opportunities like these allow us to place Jamaica directly into conversations that influence global travel decisions,” said Roberts.

“We want travelers, including cruise passengers from around the world, to ensure Jamaica remains firmly on their list of destinations to experience on their next voyage. Every opportunity to market Brand Jamaica internationally is an opportunity to encourage even greater interest in our island.”

According to the statement, this forms part of JAMVAC’s efforts to position Jamaica as a tourism destination while expanding strategic partnerships that support its cruise, cultural and experiential tourism offerings.