A new rhythm for J’can luxury
Camp Porti aiming to bring soul, style, and stillness to Portland
Published:Sunday | April 13, 2025 | 12:10 AM
What does Jamaican luxury really look like?
Not imported. Not prescribed. Not loud. But grounded. Intentional. Alive with rhythm, rooted in culture, and flowing with nature.
This Easter weekend, that idea will take new shape on the shores of Portland. Camp Porti, a four-day cultural and lifestyle experience curated by PJ Wright, will unfold from April 18 to 21, inviting guests into a new kind of Jamaican escape. One where luxury isn’t just found in opulence, but in presence. Stillness. Good music. Fresh food. Real connection.
“Camp Porti came from a place of wanting more,” Wright says. “Not just more for myself, but for how we share this island with each other and with the world. People aren’t just looking for parties any more. They want something that feels real.”
LUXURY REDEFINED
Wright, founder of Wright Image Hospitality, is no stranger to experience design. But Camp Porti, he says, is personal. It’s a love letter to Jamaica, especially the Jamaica not always seen in brochures.
“We have everything already: the land, the culture, the people, the taste, the sound,” he says. “We just needed a new lens. Something that allows us to present Jamaica in a way that feels ours, elevated, yes, but not removed from who we are.”
That lens comes into focus across four carefully curated days. From Trident Hotel to Geejam Beach and Frenchman’s Cove, guests will flow between sunrise wellness rituals, rum tastings, high-style sunset gatherings, barefoot dancing, and beachside brunches – all woven together with quiet intention.
“I didn’t want this to feel performative or like we were mimicking someone else’s idea of luxury,” Wright says. “Camp Porti had to feel organic. Like stepping into something that already existed – the land, the vibe, the people – and just giving it space to shine.”
A WEEKEND OF SOUND AND MOVEMENT
The schedule reflects this, not just in what it includes, but in how it is paced. There are moments to connect and moments to be quiet. Moments to dance and moments to breathe.
Friday, April 18, opens with NightCap at Geejam Beach, and Saturday, April 19, will feature several wellness and movement sessions. The day starts with mindfulness, flow and morning rituals and moves to the Appleton Estate Reserve Experience, a premium rum event at Trident Castle. Paradis: Golden Hour, a high-style, barefoot sunset moment, and NightCap Too, which takes guests back to Geejam for a deeper nighttime set, round out the day. Sunday, April 20, is for Pickleball + Pause, light morning play at Goblin Hill, with Sundance: Beach Soirée, music, food, and rhythm on the sand, closing out the day. The Collective at The Trident Spa will offer customised wellness offerings by request throughout the weekend.
PORTLAND AS MUSE
The decision to launch in Portland wasn’t random.
“Portland has a vibration that’s different,” Wright explains. “It’s raw but elegant. Unrushed. There’s a stillness there but also creativity and energy. I couldn’t have done this anywhere else.”
He adds that working with Portland’s local chefs, service providers, and artisans was never an afterthought. It was the foundation.
“We’re not bringing something in. We’re building with what’s already here. Portland isn’t the backdrop. It’s the heartbeat.”
Though Wright resists the idea of Camp Porti being labelled a “movement,” there is no denying the shift it is signalling. A growing number of Jamaicans, especially younger creatives, designers, and hospitality pros, are leaning into a version of luxury that is slower, story-driven, and rooted in identity.
The Ministry of Tourism has taken note. While not formally involved, State Minister Delano Seiveright noted Camp Porti’s alignment with the ministry’s vision.
“We are intentionally moving beyond the traditional ‘sun, sand, and sea’ model,” Seiveright said. “Portland is a cornerstone of our boutique and sustainable tourism vision. Events like this support our goal of attracting travellers who seek authenticity.”
THE FUTURE
Wright is already thinking about what is next, hinting at Camp Ochi, Camp MoBay, and other destinations where the model could live. But the core remains the same: luxury that is not about excess but emotion.
“Success for me is someone leaving and saying, ‘I didn’t know I needed that,’” he says. “That’s the kind of luxury we’re talking about – the kind that leaves you lighter, not just louder.”