Joy Roberts joins global Cine-Tourism Panel at Cannes Film Festival

Joy Roberts, Executive Director of Jamaica Vacations, joined international film and tourism leaders during the Cannes Film Festival for the highly anticipated panel discussion, “Cine-tourism Session – Storytelling as Infrastructure: Cine-tourism as a Driver of Economic Growth, Jobs & Cultural Influence,” presented by Pavillon AfroNova.

The panel explored how film, television, and storytelling continue to shape global tourism, economic development, workforce opportunities, and international cultural influence. Roberts spoke on the importance of Jamaica’s growing role within the global film and tourism ecosystem, highlighting the power of cinematic storytelling to elevate destinations, attract international productions, and strengthen cultural identity across the Caribbean. She also emphasised the diversity of experiences offered in Jamaica, along with the success of films already produced on the island and those currently being developed there, positioning Jamaica as an ideal destination for international film productions and cine-tourism.

Joining Roberts on the panel were Daniel Celli, Rio de Janeiro Film Commissioner, and Marysela Zamora Villalobos, Costa Rica Film Commissioner, alongside leading voices in global entertainment and destination marketing.

Following the session, Roberts attended one of Cannes’ most exclusive invitation-only celebrations, “The Legacy Launch,” hosted in collaboration with Karine Barclais, Founder of Pavillon AfroNova, Danica Robinson-Liles, Owner of WES Film Studios, and Richard Lawson and Denee Busby of Hyperlens Studios at a prestigious private villa overlooking the French Riviera.

With more than 200 carefully curated guests in attendance, the evening celebrated the launch of Cava Don Anastacio Tequila while also honouring the global success of Beauty in Black. The intimate gathering brought together influential figures across entertainment, business, culture, and film for an elevated evening centred on legacy, storytelling, and international collaboration.

Headlined by acclaimed actor Richard Lawson, the event featured appearances from members of the Beauty in Black cast, including Ricco Ross, alongside filmmakers, executives, entrepreneurs, creatives, and tastemakers from around the world.

Creative collaborators and partners for the evening included Ride the Rhythm and Simone McIntyre of Orley Productions, reinforcing a shared commitment to building global cultural connections through film, tourism, and storytelling.

Set high above Cannes with panoramic views of the Riviera, “The Legacy Launch” stood as more than a festival celebration — it represented a defining cultural moment bringing together influential voices shaping the future of global entertainment and cine-tourism.