Jamaica Tourist Board Launches New Ad Campaign with Usain Bolt as Global Tourism Ambassador
The Jamaica Tourist Board (JTB) has launched an advertising campaign featuring sprinter Hon Usain Bolt, recently appointed Jamaica’s Global Tourism Ambassador. Timed with Jamaica’s Independence Day, the campaign debuted yesterday with a 30-second video spot now airing on digital platforms.
In the video, Bolt reflects on his journey from growing up in Trelawny to competing on the world stage and how Jamaica’s landscapes, culture, and spirit shaped his path. He invites travellers to explore the island’s beaches, mountains, and vibrant communities.
“This is our Jamaica,” says Bolt in the ad.
“Where you can run in the sand or compete on the track. Where you can cool off in the mountains, or you can move them. That’s the spirit of Jamaica – we are a small island, but we do big things here.”
The campaign presents Jamaica as more than a destination – as an experience that offers adventure, inspiration, and connection.
“Usain Bolt’s story reflects the energy and pride of Jamaica,” said Minister of Tourism Hon Edmund Bartlett.
“This campaign highlights the people, places, and culture that make the island unique.”
As part of the broader strategy, Bolt will represent Jamaica through digital storytelling, social media engagement, and appearances at international events. The campaign will run across global markets and digital channels, aiming to strengthen the emotional link between Jamaica and visitors.
“Jamaica has a distinct character and warmth,” said Donovan White, Director of Tourism.
“Usain’s reach and connection to Jamaica’s culture make him an ideal ambassador for this message.”
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