Jamaica Shines at Notting Hill Carnival 2025

Jamaica Shines at Notting Hill Carnival 2025: Celebrating 70 Years with Magical Mas Partnership

Caribbean powerhouse brings authentic island energy to London streets

Pictured: A section of the Jamaica-branded Magical Mas truck at the Notting Hill Carnival parade, Monday August 26, 2025.

LONDON, UK – August 28, 2025 – Jamaica stole the spotlight at this year’s Notting Hill Carnival, marking the 70th anniversary of the Jamaica Tourist Board (JTB) with a landmark partnership alongside Magical Mas Carnival Band. The collaboration brought dazzling costumes, pulsating music, and unmistakable island energy to West London’s streets—making Jamaica one of the defining features of Europe’s largest cultural festival.

With more than one million people taking part in Carnival 2025, the Jamaica-branded Magical Mas truck cut through the crowds with vibrant artistry, flag-waving pride, and authentic Caribbean rhythms. For many onlookers, it was more than a spectacle—it was a cultural homecoming.

“This was not just a parade—it was a living showcase of Jamaica’s rich cultural heritage and our deep connection with the diaspora across the UK and Europe,” said Elizabeth Fox, Regional Director, UK/Nordics, Jamaica Tourist Board. “The flags, music, and spirit of Jamaica were on full display.”

Pictured: Huge crowds join the Jamaica-sponsored Magical Mas band in a wave of colour and celebration.

Beyond the Parade: A Summer of Jamaican Celebrations

The partnership extended beyond Carnival weekend. The festivities began on July 20 with The Magical Soirée at London’s Cavendish Banqueting Hall, where guests enjoyed a three-course Caribbean feast in a lively, music-filled setting. The energy continued with the No Rules Fete on August 22, while celebrations will close with The Big People Garden on August 31, ensuring London pulsed with Jamaican culture all summer long.

Linking London to Kingston

For the JTB, this historic participation had a strategic purpose: to strengthen Jamaica’s profile as a premier cultural tourism destination while building momentum for Carnival in Jamaica 2026.

“This celebration honours seven decades of tourism excellence while also positioning Jamaica’s own Carnival on the global stage,” said Torrence Lewis, District Sales Manager, UK/Nordics, Jamaica Tourist Board. “Kingston’s Carnival has become a cultural phenomenon, and Notting Hill gives us the perfect international platform to showcase what’s to come.”

Carnival in Jamaica is now one of the island’s biggest annual draws, attracting international travelers for an immersive celebration of dancehall, soca, and masquerade. Next year’s Carnival in Jamaica will take place April 8–14, 2026, and is expected to attract record-breaking crowds.

About the Jamaica Tourist Board

Founded in 1955, the Jamaica Tourist Board (JTB) is the island’s national tourism agency, headquartered in Kingston with offices worldwide. Over the decades, Jamaica has become one of the world’s top cultural and leisure destinations, consistently earning global recognition for its cuisine, hospitality, and tourism leadership.

In 2025, TripAdvisor® ranked Jamaica among the world’s top honeymoon, culinary, and cultural destinations. The island was also named World’s Leading Cruise Destination and World’s Leading Family Destination by the World Travel Awards for the fifth consecutive year.