From September 20th-22nd, 2024, the MunaLuchi Team attended the Jamaica Bridal Expo and wedding conference in Montego Bay, Jamaica, for a weekend of education, networking, and wedding inspiration.
The annual conference and bridal expo, co-produced by Jo-Anne Paxton, Peter Shoucair, and Kathy-Anne Everhart since 2012, is heralded as one of Jamaica’s most anticipated events catering to brides, travel agents, and Jamaican wedding professionals.
Hosted in partnership with the Jamaican Tourism Board, Peter Shoucair explains, “The Expo offers wedding professionals and destination brides the opportunity to meet face-to-face with the top destinations, best hotels, and services in Jamaica for the bridal market.”
For Executive Producer Jo-Anne Paxton, the Jamaica Bridal Expo came from a simple need to educate destination brides.
“As a destination wedding planner,” she shares, “I frequently encountered questions from brides that revealed a lack of awareness about what Jamaica has to offer in the wedding industry. This inspired a simple idea in my mind: to create an event where destination wedding planners and travel advisors could come together to learn about Jamaica’s unique offerings.”
Paxton’s epiphany led her to start sharing her concept. Eventually, she spoke with the right person who encouraged her to draft and present a proposal to the Jamaica Tourist Board.
Collaborating with Kathy, who had been instrumental in the weddings I organized, and drawing on my long-standing relationship with Peter in event planning and production, I realized this initiative was larger than just my vision. Thus, the dream team was born, united by a shared passion for showcasing Jamaica as a premier wedding destination.
– Jo-Anne Paxton
This year, the Jamaica Bridal Expo opened its doors to international wedding professionals and publications.
The expanded guest list came with immense excitement. MunaLuchi was grateful to receive an invite to participate in the event, with President and Co-Founder, Chike Nwobu, selected to speak on Day 1 of the conference on the “State of the Multicultural Wedding Market.”
Traveling from the United States, Chike Nwobu and Associate Editor Linda Wallentine arrived in Montego Bay, Jamaica, at the beautiful Hotel Hyatt Ziva Rose Hall with Coterie wedding planners Toni Antrobus of Her Kreations and Cheryl Yiadom of Lotus Event Management. Venue owner Natasha Stovall-Rolle of The Grand Ballroom LLC also joined the Muna team.
Day 1: Beginning with a luxurious welcome reception on the beach at Secrets St. James, the Muna Team dined on delicious cuisine under the stars.
Highlights included a Bridgerton-inspired violinist serenade, robots on stilts, and exhilarating fire dancer performances. All entertainment was provided by ShowJam Promotions. On-island coterie member Tai Flora Luxe flawlessly executed decor for the event.
On the Gram: Day 1 recap…
Day 2: Following an evening of welcome celebrations, attendees arrived at the Montego Bay Convention Centre ready for a day of inspiration and education.
Master of Ceremonies Shane Gillette of On Call Weddings Jamaica started the conference with a warm welcome. He then introduced Executive Producer, Jo-Ann Paxton, to the stage for opening remarks.
Philip A. Rose, the Deputy Director of Tourism for the USA, Latin America, & The Caribbean for the Jamaica Tourist Board, followed suit.
Known for his candid honesty, the audience relished Rose’s commentary on love and marriage. Of course, he also shared some exciting Jamaica tourism stats, noting Jamaica’s 25% increase in total visitation and 2.4 million visits so far this year. Looking ahead, Jamaica is projected to bring over 5 billion U.S. dollars to its economy! This is exciting news for Jamaica Tourism.
Angella Bennett, the Regional Director of Canada for the JTB, took the stage to chat about destination weddings in Jamaica.
“There is no other island that has the heart of Jamaica,” she stated proudly. Bennett stressed that it’s easy to tie the knot in Jamaica, the hard part is choosing where.
Larger wedding parties can say “I do” in Montego Bay (Called “Mo Bay” by locals). Ocho Rio boasts rainforests and luxe boutique villas. Negril is the “capital of casual” with sunset weddings on the beach being the most popular option. Kingston, Jamaica’s capital, is a hub for luxury and traditional weddings.
The South Coast is all about tranquility with small boutique hotels sprinkled throughout. Finally, Port Antonio “will surprise you,” she shared. It boasts the famous wedding venue, The Trident Castle, and other unique features perfect for exotic weddings.
Once couples have established their venue, the getting married part is simple.
Bennett explained couples can wed within 24 hours of arriving; however, she recommends 12-18 months for the entire planning process.
Fun fact, most Jamaican weddings cost anywhere from being free* (yes, you read that right) to $10,000 or more. The average cost for a wedding in Jamaica is $9,300.
*Complimentary weddings are available at certain hotels with minimum rooms and length of stay met. Contact your hotel/resort for more information!
Learn more about destination weddings in Jamaica here.
Sara Stanford, Managing Director of Bliss Bridal Boutique and designer of Sara E Bridal talked about the “confidence factor.”
Success is not the key to confidence. Confidence is the key to success.
– Sara Stanford | Managing Director of Bliss Bridal Boutique & Sara E Bridal
Living with Vitalago, a chronic autoimmune disorder that causes the skin to lose pigment cells, Stanford decided to make Vitalago her superpower. Her “secret sauce,” as she calls it.
Instead of feeling insecure, she has embraced this unique part of herself. And in her business, she strives to do the same for her brides. She encouraged the audience to identify their own “secret sauce” and own it.
Standford’s top tips for confidence include:
- Drowning out the notice
- Self-talk and affirmations
- Self-awareness
- Goal setting
- Overcoming the fear of failure
Unveiling Sara E Bridal at the fashion show during the Jamaica Bridal Expo, Stanford overcame her own fears by producing and designing her first line of custom wedding gowns. It was an honor to see her beautiful designs grace the runway!
Dr. Paulette Tai Chun-Hossman, the Managing Director of Tai Flora Luxe, explored embracing change as a catalyst for growth.
“We love to design,” Dr. Paulette shared proudly. As a MunaCoterie member, we know it! Her team’s impeccable eye for design, timely execution, and floral creations are off the charts.
After 30 years of creating and designing luxurious events in Jamaica with her husband Sascha Hossmann and their caring staff, they are no longer a “behind the scenes” only company. They are ready to take credit for the work they’ve done and show it to the world.
While there are challenges in planning destination events, Dr. Paulette shared: “Everything needed for weddings in Jamaica is here.” She also advised planners to embrace the pivot. “Anytime we have challenges, we know it’s going to be a great wedding.”
Making a virtual appearance, Lindsey Williams, a seasoned entrepreneur and wedding industry expert renowned for her innovative strategies in wedding show marketing, provided her top tips for getting more leads at bridal shows.
Here are Lindsey’s top tips for getting more leads:
- Connect with couples before the show. “You want to walk into a warm audience,” she advised. To do this, start sharing content with value on your social media. “50% of what you post should be things other than what you sell.”
- Secure Consultations. “Our work looks similar,” she explained, “You have to create value.” To secure consultations, stand out by offering a show special (a giveaway) onsite or providing service fee waves. She recommended not to give monetary discounts.
- Email Sequence: Before the show, use your lead list. “If you don’t have a lead list, create a visibility plan on Facebook, Instagram, or with Ads.” She recommended setting your reach to 30 miles from the show to generate local buzz.
- The Follow-up: “Don’t depend on a follow-up email,” she explained. Instead, provide free content over time showcasing value. This might look like a recurring email newsletter, a weekly blog, etc. These avenues will keep your business top of mind.
Brian Lawrence, a wedding industry marketing expert, joined via Zoom to discuss creating a “love triangle” with your website, couple, and Google for better business.
“Google is where it’s at,” Lawrence quipped. And he isn’t wrong. Search engine optimization (SEO) is a subtle but integral part of any business. Essentially, if someone can’t find your website online, how can they do business with you?
According to Lawrence’s expertise, SEO and Google can be influenced to benefit your business in a few different ways. Three of those ways include paying Google to rank higher, using SEO Keywords, and updating your Google Maps profile.
Your website is another key factor. “Your website is about [your client],” Lawrence explained. “It only takes 3 seconds for someone to decide if they want to continue with your brand.”
In that case, he emphasized the importance of establishing yourself and your brand. That includes strategizing your call-to-actions, being inclusive with language using “you” instead of “we,” and clearly showing what you do and the areas you serve.
More tips for website & marketing optimization:
- Create separate landing pages for your important event types.
- Pare down your navigation menu for easier site navigation (and use a sticky navigation menu that stays with you while you scroll).
- Consider toggles for your frequently asked questions section to avoid clutter.
- Utilize your headers and footers for contact information and social media links.
- Use authentic testimonials and highlight venues that refer you.
- The contact form is your last impression where you can implement a final offer.
- Remember to “E.E.A.T”: Experience, Expertise, Authoritativeness, and Trustworthiness. These 4 areas are important to your audience and SEO ranking, which is also influenced by your website’s strength.
- Remember to turn on accessibility preferences so everyone can enjoy your content and learn about your services.
Connect with Brian here to learn more.
MunaLuchi Bride’s President & Co-Founder, Chike Nwobu, spoke on the state of the multicultural market.
Our industry has to be at the forefront. WE have to be at the forefront. We have to step up and make sure that we are marketing to the right people… that we are doing our best to attract the right business.
– Chike Nwobu | President & Co-Founder of MunaLuchi Bride
From the moment Chike Nwobu stepped on stage, his message was clear: The multicultural wedding market is an important player in destination weddings and the entire Caribbean can and must do better to attract this audience.
The world’s population reflects a growing multicultural wedding market.
According to a Race and Ethnicity Report released by the U.S. Census Bureau in Spring 2024, the US population was 59% Non-Hispanic White, 14% Black, 19% Hispanic, 7% Asian or Pacific Islander, and 1% other. “This number shows a ratio of 59/41 in the US Market, and the multicultural demographic is growing,” he explained.
From a business standpoint, cost is a big factor in multicultural weddings.
Nwobu shared, “More people are traveling and looking for places to get married, and they’re spending a lot of money because of the multicultural factor.”
As a Nigerian, looking back on his nuptials, Nwobu recalled, “When [Jackie and I] had our wedding years ago, I came out of the church, and I was like, ‘Who are all these people?’ But they were there to celebrate because of our culture.”
In the Nigerian culture, this is common practice with wedding guests often inviting other guests, and those guests invite even more people. (Fun fact: Chike and Jackie had over 700 guests attend their wedding!).
Social Media and Technology also play a major role in the increasing multicultural wedding market.
“TikTok, Instagram, if you look at any of the most popular platforms… research conducted by MIKADO International shows that 70% of GenZ are more likely to choose businesses that demonstrate diversity and inclusion.”
With an increasingly race-sensitive generation, Nwobu posed the following questions: “What are you doing to attract this audience? What changes do you need to make? How can you evolve? How can you engage?”
So why is this important?
Nwobu shared, “For the islands, weddings were always their sweet spot. And because of this, there was an assumption that people would always come.”
However, according to a recent report on destination weddings, Chike revealed that Mexico controls 44% of the world’s destination weddings. The Caribbean is 18%, Europe 20%, and the rest of the world is 18%.
Starting MunaLuchi with his wife Jackie over 15 years ago, Nwobu recalls, “When we came into the industry, there was literally a lack of representation. Now, I see lots of representation. But should we relax? No.”
The same goes for the Caribbean. “Marketing to niche publications will remain a key strategy in attracting the multicultural couple,” he concluded.
Ultimately, by working with niche publications and engaging with the multicultural community directly and purposefully, the Caribbean has an opportunity to take back the destination wedding market.
Robin Russel, the President of the Jamaica Hotel and Tourist Association, presented on ‘Why the perfect wedding destination is Jamaica.’
“Jamaica is the most connected island in the Caribbean,” Russel boasted. His presentation highlighted the vibrant culture of Jamaica, showcasing the island’s diverse cultural ties, top venues, and locations such as the famous Seven Mile Beach in Negril. Other top spots include the hustle and bustle of Kingston, the chill beaches of Montego Bay, and the rich nightlife of Negril.
Click here to check out more destinations in Jamaica.
Deepa Mahal, South Asian destination wedding expert and consultant of iRock Weddings, explored the evolution of South Asian destination weddings and why Jamaica should expand more into this niche market.
Together, we can transform Jamaica into the next South Asian wedding hotspot, building a new legacy of love and celebration.
Deepa Mahal | iRock Weddings
As a travel agent and wedding consultant, Deepa Mahal has been at the forefront of the South Asian Destination Wedding industry for over 15 years, pioneering specialized programs in esteemed resorts across Mexico and the Dominican Republic.
Through initiatives like the Ishq Rocks program at Hard Rock, Kohinoor Wedding program at Royalton Resorts, and more, her team has revolutionized the wedding experience for South Asian couples. Now, their focus is shifting to Jamaica.
With South Asian weddings often being 3-7 days long, Mahal explained how these multi-day celebrations offer an immense (and lucrative) opportunity to expand destination weddings in Jamaica with lots of guests and rich traditions.
Some of those traditional wedding elements include:
- Day 1: Haldi Ceremony – Ceremony using turmeric to bless the couple and bring good fortune.
- Day 2: Mehndi – Intimate ceremony with henna designs and music.
- Day 3: Sangeet – Lively gathering with dancing and music to celebrate both families coming together.
- Day 4: Final wedding celebration and reception – Official union with religious and traditional rituals.
Educating on-island vendors and venues about the cultures, rituals, and traditions of South Asian weddings will be an integral step in Jamaica becoming the next hot spot for South Asian couples.
Luckily, her company, iRock Weddings, works side-by-side with hotels to educate and provide certifications for South Asian weddings to ensure the destination can provide a seamless and authentic experience.
Click here to learn more about iRock Weddings.
Marsha-Ann Donaldson-Brown, Director of Weddings and Romance Sandals Resorts International Jamaica, addressed the crowd with an empowering speech entitled: “Time to be BOLD.”
You have clients waiting for you to be bold.
– Marsha-Ann Donaldson-Brown | Director of Weddings and Romance Sandals Resorts International Jamaica
Marsha-Ann Donaldson-Brown addressed attendees with a powerful statement: “It’s time to be BOLD.”
Her sentiment to be “bold” transcends business itself. She encouraged the audience to be active participants in showing up for themselves (even getting them to take a video of themselves saying “It’s time to be bold!”), because being bold translates directly into one’s brand.
“You’re a brand,” she stated. “If you’re true to who you are, you’re not going to hide in the back of the room.”
Being bold isn’t easy. It takes courage and preparation. For wedding professionals and beyond, she emphasized the importance of having a strategy and knowing your client. Especially in the wedding industry, which is so competitive, she stressed: “Stop considering competition. Start thinking collaboration.”
As the Director of Weddings and Romance, Brown has made her own bold moves in the wedding industry.
From the beginning, she built an incredible team of dream-makers, which she believes was essentially her role: dreaming alongside a couple to make their wildest once-in-a-lifetime dreams come true.
Through Sandals Customizable Weddings and Beaches Customizable Weddings– which gives brides and grooms endless choices in shaping their big day – they make more than 10,000 wedding dreams come true every year.
“We provide a team that is willing to work with you,” she shared. “No bride wants a replica of another couple’s wedding day festivities. The ability to customize every facet of the experience, so that it truly reflects the unique personality of the individual couple and their style is paramount.”
Click here to learn more about Sandals Jamaica wedding packages.
Myrdith Leon-McCormack, founder and publisher of World Bride Magazine, and lead WBM TV correspondent, spoke virtually on the direction of destination weddings and its impact on the travel industry.
Myrdith Leon-McCormack, founder of MLM Represents and Publisher of World Bride Magazine, highlighted the evolving direction of destination weddings and the impact on the travel industry
Over time, destination weddings have become more accessible to a broader audience, opening up new opportunities for the travel and hospitality sectors. As McCormack pointed out, the multicultural wedding market alone is valued at $170 billion, and Black brides, in particular, are proving that they are investing in luxury experiences for their big day.
McCormack emphasized the importance of collaboration over competition, especially when it comes to showcasing the diversity and spending power of Black brides. She also stressed the need for the industry to not only acknowledge but cater to this growing and powerful demographic through innovative and specific marketing.
For McCormack, the future of destination weddings is not just about glamorous locations—it’s about inclusivity, representation, and celebrating the unique love stories of couples from all backgrounds.
Day 3: After an educational day of panelists, attendees regrouped at the Montego Bay Convention Centre for the highly anticipated Jamaica Bridal Expo.
Luxury booths representing on-island vendors, venues, resorts, and more filled the space showcasing everything Jamaica has to offer. Highlights included a fashion show by Sara E. Bridal, cultural entertainment provided by ShowJam Promotions, and more.
As the 2024 Jamaica Bridal Expo and Wedding Conference came to a close, the weekend left a lasting impression on attendees from around the world.
With a mix of education, networking, and wedding inspiration, the event demonstrated Jamaica’s continued rise as a premier destination for weddings, driven by its rich culture, beautiful landscapes, and a growing diversity of couples seeking unforgettable experiences.
From the inspiring keynote speeches to the stunning displays of wedding artistry, the expo highlighted the island’s unique offerings and its potential to tap into the evolving multicultural wedding market.
Team MunaLuchi extends heartfelt gratitude to the Jamaica Tourist Board, the dedicated event organizers, and the countless professionals who made this experience memorable. We also would like to extend a special thank you to Karlene Shakes and Angella Bennett, for their wonderful hospitality.
The connections forged, insights gained, and the vision for the future of destination weddings in Jamaica promise to elevate the industry and inspire future couples to say “I do” on this magnificent island.
Until next year, Jamaica!
Love,
Team Muna
Sponsors:
- Founders of the Bridal Expo: Jo-Anne Paxton, Peter Shoucair, J.P, and Kathy-Anne Everhart
- Gown Designer & Bridal Boutique: Sara E Bridal & Bliss Bridal Boutique
- Men’s Fashion & Tailoring: EARL’S FASHIONS & TAILORING
- Wedding Planning: Event and Entertainment Services Jamaica
- Publication: I Do Jamaica Magazine
- Event Technology: Sparkles Productions
- Performances & Entertainment: ShowJam Promotions
- Cultural Center: Artisan Village at Falmouth (AVF)
- DJ: Jaabo Muzik
- MC: On Call Weddings Jamaica
- Hotels & Resorts: The Courtleigh Hotel & Suites | Princess Hotels & Resorts | Palladium Hotel Group | Hotel 39 | Ocean by H10 Hotels | Hilton Rose Hall | Hotel Hyatt Zoetry | Hyatt Ziva Rose Hall | Sandals | The Jewel Grande Montego Bay Resort & Spa
- Live Streaming: Xclusive Tech Jamaica
- Photography & Videography: Shortleaf Media
- Balloons: 360 Dreams
- Media: Intelligent Multimedia LTD
- Catamaran cruise: Island Charter Jamaica
- Welcome Reception Venue: Secrets St. James, Montego Bay Jamaica
- Marketing Agency: Destination Wedd Market
- Florist: Tai Flora Luxe
- Conference Venue: Montego Bay Convention Centre
- Tourist Board: Jamaica Tourism Board
- Endorsements: Jamaica Hotel & Tourist Association
Media Partners:
- Newspaper: Jamaica Observer
- Radio: Mello FM
- Publication: I Do Jamaica magazine
Looking for weddings in Jamaica?
Click here.
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