The landmark side event “From Shared Roots to a Shared Future: Africa and the Caribbean Unite” has not only made history as the first Afreximbank-partnered conference in Jamaica but also spotlighted cultural diplomacy as a bold strategy to shape a new era of Afro-Caribbean cooperation.

Held at Half Moon Conference Centre during the 49th CARICOM Heads of Government Meeting, the event convened senior leaders from government, business, finance, and the creative industries. It was declared open by Andrew Holness, Prime Minister of Jamaica, with dignitaries and leaders from St. Kitts, Antigua and Barbuda, and Bermuda also making appearances, each signalling a shared commitment to cross-regional integration.

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“Cultural diplomacy is no longer just soft power it is strategy,” said Elizabeth Agboola, CEO of NTT Global Destinations and chief convener of the event. “We have used curated experiences to connect Nigeria with countries across the world, especially through our ‘Around the World’ quarterly series that highlights different cultures through wine, cuisine, and scent. Our June 2025 edition, ‘Around the World in a Bottle: One Sip at a Time’, drew global attention. Coming next is ‘Around the World Through the Plate’, this October 30, 2026. It is time to use the same model to connect the Caribbean and Africa.”

NTT Global announced that just as it has brought Africa to the Caribbean through culture, it will launch a sister series of Caribbean cultural showcases across African cities starting in the last quarter of the year. The strategy positions the Caribbean not just as a destination, but as an exporter of cultural value.

While the day concluded with the vibrant African Village Corner featuring African cuisine, music, and a pop-up marketplace, the centrepiece was undoubtedly the high-level conference, featuring three distinct panel segments on Trade & Finance, Creative & Digital Economy, and Tourism & Cultural Exchange. The sessions included speakers from Afreximbank, JN Bank, JAMPRO, Nigerian and Caribbean tourism boards, and award-winning creatives from both continents.

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The side event has now become a blueprint for bridging institutional collaboration with cultural identity, laying the groundwork for continued Afro-Caribbean engagement. As one delegate shared: “This was not just an event; it was a vision in motion.”
The milestone side event was powered by NTT Global Destinations, in partnership with Afreximbank, JN Bank, and the Motherland Reconnect Platform—a rising force in institutional cultural diplomacy.