With Jamaica named this year’s featured destination, Sandals Resorts partnered with the Jamaica Tourist Board to bring the island to life at this year’s New Orleans Jazz & Heritage Festival. The experience spanned two distinct spaces, the Sandals Resorts Jamaica Cultural Exchange Pavilion and a branded Sandals Resorts and Jamaica experiential space, offering festivalgoers an immersive, on-the-ground connection to the destination.

Across both activations, for two back-to-back weekends, each step revealed a layered expression of the island, where sound, flavor, and artistry came together in a vibrant celebration of its heritage. Attendees moved to the rhythms of Jamaican icons like Ziggy Marley, Stephen Marley and Sean Paul, with opportunities to engage more deeply with local tastemakers through a live showcase of artisans from the Sandals Foundation’s Caribbean Artisan Collection Programme. Together, Westmoreland natives Dana Baugh (founder of BAUGHaus Design Studio) and Omar Sheldon Daley (founder of FIRSTSTRAW Company) shared a distinct expression of Jamaica’s creative heritage. From Dana’s sculptural porcelain pieces inspired by the island’s natural elements to Omar’s intricate, handwoven straw designs created using techniques passed down through generations, the artisans transformed tradition into a living, immersive experience that connected festival guests to the island in a meaningful and lasting way.

That sense of immersion extended to the culinary experience, where guests sampled authentic Jamaican dishes from local vendors while sipping the festival’s signature “One Love Rum Punch,” crafted with Appleton Estate rum and served in custom branded Sandals Resorts drinkware.

Building on the pavilion experience, the Sandals Resorts and Jamaica tent offered a nearby extension of the journey, inviting guests to pause, recharge, and enjoy a friendly game of dominoes between festival moments. Visitors also had the opportunity to enter exclusive sweepstakes for the chance to win Jamaican getaways, including all-inclusive stays for two at Sandals Montego Bay, Sandals Royal Caribbean, or Sandals South Coast, as well as a family escape for four to Beaches Negril.

Inside, the tent evoked the feeling of stepping into a Sandals resort lobby. Lounge-style seating, complimentary Wi-Fi, and charging stations created a comfortable space for guests to relax and reset.

An interactive photo experience transported visitors to iconic Jamaican settings, from cascading waterfalls to beachfront villas and overwater suites. Curated touches like the BLŪM coffee concept and the lively spirit of Dunn’s Rum Club brought recognizable elements of the Sandals experience to life.

Nearby, live mural painting, vibrant Caribbean-inspired visuals, carnival dancers, and the Jamaican flag added movement and energy, while storytelling elements and QR activations encouraged exploration.

“The Festival is grateful to Sandals Resorts and the Jamaica Tourist Board for helping us bring the magic of Jamaica to Jazz Fest this year,” said Quint Davis, Producer/Director of the New Orleans Jazz & Heritage Festival. “Both cultures are famous for giving the world music that inspires great joy, and we hope our celebration of Jamaica inspires people to experience the country for themselves.”