Turks and Caicos, May 23, 2025 – In an emotionally charged close to his budget presentation in the House of Assembly, Zhavargo Jolly, Minister of Tourism announced the long-awaited return of the Turks and Caicos International Music Festival, setting the stage for a cultural revival and a strategic tourism push in the traditionally slow summer months.
“This isn’t just an event,” declared Minister Jolly. “This is Turks and Caicos. This is who we are.”
For the first time since 2008, when international icons like Kenny Rogers and Lionel Richie graced the stage alongside local talent, the festival will make its comeback from July 31 to August 3, 2025. With the theme of unity, identity, and economic opportunity, this event marks a pivotal moment in the government’s vision to expand experiential tourism—a movement focused on meaningful cultural immersion for visitors while deepening national pride.
More Than a Festival – A Strategic Economic Stimulus
Positioned deliberately during a traditional lull in tourist arrivals, the festival aims to do more than entertain. It is being designed as a tool to “activate the economy,” according to Jolly. From boosting hotel occupancy to increasing demand for taxi services and supporting local vendors, the festival is expected to generate tangible economic momentum for the islands.
“We’re not promising perfection,” Jolly said candidly. “We are simply saying: this is the year we start.”
Acknowledging that the road to a globally recognized music festival is not an overnight feat, the Minister pointed to major events like Reggae Sumfest, Essence Fest, and Coachella as models that began modestly and grew into international juggernauts. The Turks and Caicos Islands, he emphasized, now has its moment to take the first step on that journey.
A Cultural Trifecta: Music, Pageantry, and Sport
The 2025 festival will also include three high-profile national collaborations, each bringing its own brand of energy, prestige, and community spirit:
- Friday: Miss Turks and Caicos Universe Competition
Elevating the country’s young women and reaffirming TCI’s presence on the global stage of beauty, leadership, and empowerment.
- Saturday: TCI Poker Run
A beloved tradition that blends boating adventure, camaraderie, and charity in the nation’s pristine waters.
- Sunday: Trevor Ariza Celebrity Golf Tournament
Hosted by the Turks and Caicos-born NBA Champion, this event adds class and star power to cap off the weekend with international appeal.
“That’s not just a weekend,” said Jolly. “That’s a movement. Music. Pageantry. Sport. Culture. Charity. One country. One cause. One moment in history.”
Cultural Identity Meets Global Visibility
The return of the festival also supports the government’s broader tourism strategy, which aims to move beyond sun and sand toward authentic, immersive experiences. The focus on experiential tourism speaks to a deeper engagement with TCI’s cultural heartbeat—from music and storytelling to hospitality and heritage.
“This is not just about music,” Jolly emphasized. “It is about national identity, economic opportunity, and cultural pride.”
With eyes on future growth, the Ministry plans to attract private partners, expand the festival’s footprint, and position it as a staple on the international events calendar. The vision is for tourists to one day plan their travel around this annual celebration of Turks and Caicos life and culture.
A Minister’s Personal Commitment
Minister Jolly ended his presentation with a personal pledge to serve the people of the Turks and Caicos Islands with honor and humility as both an All-Island Elected Member and the steward of the tourism portfolio.
“As I travel the globe to promote this country… I will do so with an unshakable determination to make the people of these islands proud,” he vowed.
With the return of the Turks and Caicos International Music Festival now official, the country potentially stands on the cusp of reclaiming a signature cultural platform—one that not only brings back a globally renowned music scene but an event which has previously sparked controversy due to its cost both fiscally and socially.