The Faces and Journey of TravelJamii: A Story of Passion, Resilience, and Community
The Faces and Journey of TravelJamii: A Story of Passion, Resilience, and Community
The seeds of TravelJamii were planted in 2016, but the journey began even earlier, with a simple yet powerful moment. As someone born in Grenada and who lived in New York, USA for 22 years before moving to Canada, I, Nigel Jones, spent years traveling between these vibrant worlds. I became deeply aware of the untapped potential within Caribbean communities, rich in culture and talent but with limited resources and global reach. That’s when I knew I had to create something that could bridge that gap, and so the idea for a mobile application was born.
The First Successes: PromoGrenada and PromoCaribbean
Fast forward to 2016, I launched PromoGrenada, which in its first year alone gained over 10,000 downloads. This success wasn’t limited to Grenada, though—people from other Caribbean islands saw the potential and asked for an app that covered their communities too. The idea of having an app for every island was exciting but financially overwhelming. It was this demand that gave birth to PromoCaribbean in 2017—a platform that encompassed all the Caribbean islands, showcasing culture, businesses, and events.
PromoCaribbean received great reception. We traveled to promote the app, gaining attention across the Caribbean and even in the diaspora. A particularly memorable moment was meeting Dr. Julius Garvey, son of the legendary Marcus Garvey, at the Jamaica Diaspora Conference in 2017. He was impressed by my determination to connect the Caribbean and African communities and invited me to New York for further collaboration opportunities.
Community Support and Humanitarian Efforts
As PromoCaribbean grew, so did its role in the community. In 2019, the app hosted over 50 NYPD officers and their families in Grenada, in partnership with ex-NYPD officer Larry Roberts and his soccer team. This trip wasn’t just about soccer—it was about giving back. We visited schools, donated soccer equipment, and engaged local teams, showcasing the app’s ability to unite people through culture and sport. The NYPD Soccer Team’s humanitarian mission brought an incredible sense of purpose to what we were doing.
The Shift: TravelJamii is Born
By 2020, we knew it was time for a change. During the pandemic, PromoCaribbean was rebranded as TravelJamii. The word "Jamii," which means "community" in Swahili, felt like the perfect fit for a platform that had grown beyond just promoting events—it was now about connecting people across the African diaspora, the Caribbean, and beyond. With the redesign of the app and website, we sought to focus not just on culture but on fostering a global community.
But, like any great journey, ours wasn’t without its obstacles. Financial constraints and other challenges forced us to rethink our strategy. Still, the brand lived on, thanks to the support of our incredible community.
The Birth of JamiiFoods: Expanding Our Reach
In 2023, as we were refining our strategy for TravelJamii, we launched JamiiFoods, a food brand dedicated to promoting health through natural Caribbean ingredients. Our signature product, sea moss, quickly gained popularity, making JamiiFoods one of Canada’s fastest-growing sea moss brands. With products available in over 25 stores across Canada and on Amazon, the success of JamiiFoods is a testament to the power of community—the very thing TravelJamii was built on.
Looking Ahead: The Rebirth of TravelJamii
Today, after a period of reflection and growth, TravelJamii is back, stronger than ever. With a renewed focus, our first two locations—Canada and Grenada—are set to lead the charge. TravelJamii is now poised to offer more than just a platform; it’s an opportunity to celebrate and elevate the diverse cultures of the Caribbean, Africa, and the diaspora.
With nearly 65,000 downloads and a global network of over 200,000 people, we are grateful for the continued support from organizations like The City of Brpton, Sheridan College, York University, Humber College, and many more.
The Faces Behind TravelJamii: A Community Effort
TravelJamii is more than just an app—it’s the story of a global community coming together. It’s the countless faces, like mine, Nigel Jones, and my wife and business partner, Shannon Japal Jones, along with thousands of others who believed in the power of connecting culture and commerce. As we move forward, our mission remains the same: to bring the world closer together by celebrating the unique cultures that make us who we are.
Join us on this journey, and together, we’ll continue to grow the TravelJamii community
