Treasure Beach Food, Rum & Reggae Festival Exceeds Attendance Expectations

Following Hurricane Melissa’s impact on St. Elizabeth, the festival returned with strong patron support, celebrating Jamaican culture and community. “It’s great to be back and see people out enjoying themselves after Melissa,” said Reggae artiste Protoje

St. Elizabeth native reggae artiste Protoje brought his signature sound to the Treasure Beach Food, Rum & Reggae Festival

The Treasure Beach Food, Rum & Reggae Festival, in association with Appleton Estate, concluded its third staging on Sunday, November 8, following a successful three-day celebration that welcomed patrons to Jamaica’s South Coast for a weekend of music, food, culture and community.

Held from November 6–8 in St. Elizabeth, the festival marked a significant return following Hurricane Melissa’s impact on the parish last year. The weekend featured Dubwise, the main festival and the 7/11 Beach Party, with attendance at the main event exceeding organisers’ expectations.

For Festival Co-Directors Gregory Wright and Jason Henzell, the strong turnout and reception were particularly encouraging, given the significance of bringing the event back to St. Elizabeth. “To see the festival return to Treasure Beach and be embraced in the way that it was this year has been incredibly rewarding. We set out to create a memorable experience for patrons while continuing to celebrate everything that makes this part of Jamaica so special, and the response exceeded our expectations. We are grateful to everyone who contributed to making this staging a success, and especially to the St. Elizabeth community for welcoming us home. This gives us even greater motivation to continue building the festival and creating opportunities for the parish,” Wright said.

Presenting partner Appleton Estate played a key role in the festival, celebrating Jamaica’s rich food, rum and music heritage while supporting local businesses and communities. “The partnership with the Treasure Beach Food, Rum & Reggae Festival reflects Appleton Estate's continued commitment to celebrating the very best of Jamaica,” said Nadia Kiffin-Green, Marketing Director at Appleton Estate, expressing the brand’s support for the festival’s continued growth.

For headliner Protoje, the festival also provided an opportunity to connect with audiences and experience the wider Treasure Beach community beyond the concert stage. “It feels great to be back in St. Elizabeth. There’s always a positive energy here, and I grew up in these areas, so it’s great to be back and see people out enjoying themselves. After Melissa, it’s really good to see the community coming together and people getting back out and enjoying themselves after everything they’ve been through. The place isn’t perfect yet, and recovery takes time, but seeing this kind of energy here shows that we’re up and running,” Protoje shared.

“St. Elizabeth is like a second home to me, so whenever I get the opportunity to come back and be part of something happening here, I’m always happy to support it,” he added.

With its third staging now concluded, organisers aim to build on this year’s momentum, strengthen the festival’s contribution to St. Elizabeth and further establish Treasure Beach as a leading cultural destination on Jamaica’s South Coast.