Tourism Sector Poised to Benefit Significantly from the ‘Red Stripe Experience’

Jamaica’s tourism sector is poised for more growth following the official launch of the ‘Red Stripe Experience’ at Rick’s Café in Negril on Saturday (January 18).

This innovative venture will be offering an interactive audiovisual tour that captures the history of two world-renowned brands, the acclaimed Red Stripe Beer and the award-winning Rick’s Café, interwoven in Jamaica’s exciting cultural mix.

It is projected to attract more than 60,000 additional visitors and generate 146 new jobs and approximately US$1.5 million in annual earnings, said Tourism Minister, Hon. Edmund Bartlett, who addressed the event.

“This is very important when an industry (tourism) employs 350,000 people directly and indirectly, and it’s 30 per cent of the GDP (gross domestic product) of the country, 53 per cent of the foreign exchange that is generated and 60 per cent of the… foreign direct investment (FDI),” Mr. Bartlett explained.

He noted that the initiative is designed to immerse visitors in nearly a century of Red Stripe’s history through art, music and digital displays, while celebrating Jamaica’s vibrant culture and people.

“The Red Stripe Experience will play a critical role in enhancing our tourism offerings. It will attract visitors from all over the globe, eager to taste the authentic flavours of Jamaica and engage with our vibrant culture,” the Minister further outlined.

Mr. Bartlett said the engagement, “is an opportunity, I think, for us to showcase what makes Jamaica truly special, and Red Stripe [and Rick’s Café are] at the heart of that narrative”.

Meanwhile, Red Stripe’s Managing Director, Daaf van Tilburg, said the collaboration is a testament to the partners’ efforts aimed at delivering world-class customer experiences while showcasing the best of Jamaica to the world.

He pointed out that the partnership will spur socio-economic growth in Negril and the wider Jamaica, which aligns with Red Stripe’s commitment to supporting the local tourism sector.

“Something amazing like this can only come from a good partnership of two brands that are [not only] iconic in Jamaica but also all around the world,” Mr. van Tilburg added.

Co-owner of Rick’s Café, Steve Ellman, noted that the establishment, which has maintained a 25-year partnership with Red Stripe, has been a cultural landmark in Jamaica for more than five decades.

He said the Red Stripe Experience at Rick’s Café further solidifies Jamaica’s ability to diversify its offerings and remain globally competitive.

Rick’s Café, which employs more than 100 employees, served approximately 394,000 visitors in 2024.

Against this background, Mr. Ellman announced the formation of Rick’s Children and Community Foundation, which aims to give back to the local community as well as support sustainable tourism initiatives.

“Now with 394,000 people coming to Rick’s, I have a feeling that we’re going to be able to generate some significant dollars that we can contribute back into the community. We have done a lot but we want to do more,” he said.