Jamaica Tourist Board Launches ‘Jamaica Is…’ Series Ahead of JAPEX 2025
https://youtu.be/2xhVYpO_bjA
The Jamaica Tourist Board (JTB) has launched a six-part documentary series titled “Jamaica Is….” This series provides an in-depth look at the island’s experiences through authentic storytelling. It goes beyond showcasing Jamaica’s beaches, highlighting the country’s rich culture, diverse people, unique traditions, and landscapes that define the destination.
The first episode, featuring the South Coast, is now available on JTB’s official YouTube channel. Upcoming episodes will showcase Negril on September 15 and Ocho Rios on October 15, with additional episodes scheduled later in the year.
The opening episode explores St. Elizabeth, including Little Ochi’s seafood, panoramic views at Lover’s Leap, an eco-tour of the Black River, and the natural setting of YS Falls. Cultural experiences include a visit to Appleton Estate to learn about Jamaica’s rum-making tradition and the shrimp vendors of Middle Quarters, reflecting local heritage. Together, these stories offer a comprehensive view of the South Coast’s blend of nature, history, and culture.
The series aims to encourage travellers to engage with Jamaica as explorers rather than conventional tourists. Each episode focuses on community-driven experiences and sustainable tourism, providing insight into the island’s heritage and lifestyle.
In addition to the series, preparations are underway for Jamaica Product Exchange (JAPEX) 2025, scheduled from September 22–24 at the Montego Bay Convention Centre. JAPEX connects international buyers, tour operators, media, and travel professionals with Jamaican hotels, attractions, and partners. Following the trade event, participants will take part in curated familiarization tours across the island.
Through initiatives like “Jamaica Is…” and JAPEX 2025, the JTB continues to expand its global engagement and position Jamaica as a diverse and accessible travel destination.
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