Jamaica Tourist Board (JTB) launches a new global digital campaign, There’s Always More to Jamaica, designed to showcase the island beyond its iconic beaches and luxury resorts.
Placing community-based tourism (CBT) at the heart of sustainable destination marketing, the initiative highlights the role of Jamaica’s people and culture in shaping authentic travel experiences.
“Tourism in Jamaica is as much about our communities as it is about our landscapes and resorts. Community-based tourism allows visitors to connect with our culture while ensuring farmers, artisans, and local enterprises share in the benefits,” said Edmund Bartlett, Minister of Tourism.
Running until November, the campaign will roll out exclusively on Google, Facebook, Instagram, and YouTube, targeting key source markets in the US, Canada, UK, Germany, and France.
The programme emphasizes locally curated experiences—from eco-adventures and culinary trails to craft workshops, marine activities, and heritage explorations—led by Jamaicans themselves.
Kingston-based content creator Justin Whitelocke will host the campaign, offering authentic glimpses into community life.
“This campaign showcases the Jamaica travellers haven’t discovered yet—the one found in our villages, kitchens, and everyday stories. It’s about building meaningful connections while supporting grassroots tourism,” said Donovan White, Director of Tourism, Jamaica.
