Claudia Gardner, Hospitality Jamaica Writer

The traditional and formal wear of the Xhosa tribe of South Africa

Jamaica and its Caribbean neighbours are set to meet Nigeria at the first staging of the AfricaJam Fest, which gets under way today at the Hilton Kingston hotel in New Kingston.

The festival is the brainchild of British-born Nigerian and entertainment editor of the British-based Pride Magazine, Ngozi Ombalala.

Ms. Ombalala told Hospitality Jamaica that the decision to stage the inaugural event in Jamaica was borne out of the island's strong African retention.

"AfricaJam Fest is about bringing Africa to the Caribbean. I have been travelling to the Caribbean for the past eight years and I've always been fascinated with the similarities between the Caribbean and Africa; the similarities in food, dress, art and craft and music," she explained.

She said she has been to a lot of Caribbean countries, but Jamaica has a strong cultural heritage, a strong African influence, with strong people who are very patriotic. "Many are yearning to understand their African heritage. I can look at many people in Jamaica and tell the tribe in Africa which they are from. I can see the similarities because I am African."

The event has been fully supported by the Nigerian Minister of Culture and Tourism, His Excellency Minister Chief Femi-Fani Kayode, who will be leading a delegation from Nigeria to Kingston to participate in the festivities. And is also supported locally by the marketing arm of the island's tourist industry, the Jamaica Tourist Board.

forming a connection

"We are creating a platform for Caribbean and Africans to connect. People will be getting different things depending on background, age and perspective. We also hope to dispel any misconceptions about Africa," stressed Ms. Ombalala.

The event commences today with a business exposition and trade fair, which will continue tomorrow, and is expected to provide scope for commercial trade networking across the African diaspora.

On Friday, there will be a fashion show at 7:00 p.m., featuring Pulse models, showcasing garments from designers from Africa and across the Caribbean. Saturday features an international music concert, while on Sunday visitors will be treated to the premiering of Nigerian Hollywood movies from 3:00-6:00 p.m.