MONTEGO BAY, Jamaica - After a beautiful day in the sun, a walk along the white sand beaches and baths in a warm sea, I prepare to head to Catherine Hall, where the second night of Reggae SumFest takes place.

The streets of Montego Bay have thousands of people heading towards the bay, very close to the emblematic place where the most authentic Reggae festival in the world has been going on for 26 years.

In addition to enjoying memorable performances, like that of Damian Marley, the youngest son of the unforgettable Bob Marley, along with the most important reggae artists, we have a few minutes to talk with one of the men who has made it possible for Reggae SumFest to be again a success.

This is Mr. Donovan White, Director of the JTB (Jamaica Tourist Board). From the terrace mounted in front of the main stage, he tells us that "the Reggae SumFest is a very important part of our culture". "He's turning 26 and it's one of the oldest reggae festivals out there."

Tourists from Europe, the United States and Canada, together with local inhabitants, occupy the open-air site, while the artists pass through the stage, which is surrounded by giant screens. The challenge, now add more tourists from South America.

"For us to be able to bring tourists so they can enjoy this show is very important." "Jamaica is the home of reggae and if there is an authentic festival of reggae it is this, beyond that there are many festivals dedicated to our music in the world, this is the one of maximum authenticity".

It is clear that not only the festival can attract visitors to Jamaica during the 8 days that Reggae SumFest is extended. "Coming to the festival implies everything that Jamaica offers, the culture, our people, who are very welcoming."

Of course, Donovan reminds us of the quality of the beaches, the gastronomy and the landscapes that give frame to a dream destination.

"I think that the most important part of our culture is the people, they are very welcoming and make tourists feel good".

"For that reason we try to make the festival replicate everything that is our culture, the authentic food, the quality of our rums and beers. And during the festival on stage our music and in the field our warm people ".

"We have created a product that stands out among many others throughout