by Brian Major
Last updated: 12:40 PM ET, Mon September 22, 2025
The Jamaica Tourist Board has launched a digital promotional
campaign inviting international audiences to experience the island beyond its
iconic beaches and resorts.
Titled “There’s Always More to Jamaica,” the
initiative showcases community-based tourism as a vehicle for sustainable,
authentic, and inclusive travel.
Debuting across Google, Facebook, Instagram, and YouTube
through November 2025, the campaign targets key source markets in the United
States, Canada, United Kingdom, Germany, and France. It seeks to position
Jamaica as a destination rich with immersive, locally led experiences and to
boost international engagement with community based tourism initiatives.
From eco-adventures and cultural heritage tours to craft
workshops, culinary stops, and marine excursions, the campaign showcases the
warmth, creativity, and cultural depth of Jamaica’s communities while
contributing directly to local economic development.
“Jamaica’s tourism story is as much about our people as it
is about our landscapes and world-class resorts,” said Edmund Bartlett, Jamaica’s
minister of tourism. “Community-based tourism gives visitors the chance to
engage with our culture, while expanding the value chain so that farmers,
artisans, and communities benefit alongside our established tourism partners.”
“This campaign introduces travelers to the Jamaica they
haven’t met yet: the Jamaica that lives in our villages, in our kitchens, and
in our stories,” said Donovan White, Jamaica’s director of tourism. “It is
about creating meaningful connections while supporting grassroots tourism
enterprises.”
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