The Jamaica Tourist Board has unveiled a new digital marketing campaign, “There’s Always More to Jamaica,” aimed at showcasing community-based tourism experiences across the island.
Targeting key international markets including the United States, Canada, the United Kingdom, Germany and France, the initiative emphasizes immersive local experiences beyond the island’s well-known beaches and resorts. The campaign highlights guided eco-adventures, marine excursions, culinary tours, craft workshops and heritage tours, all led by local Jamaicans.
“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, in a media statement. “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.”
The campaign features Kingston-based content creator Justin Whitelocke as its host, sharing authentic narratives that spotlight community life across the island.
Donovan White, Director of Tourism, Jamaica, noted in a media statement: “This campaign introduces travellers to the Jamaica they have not met yet: the Jamaica that lives in our villages, in our kitchens, and in our stories. It is about creating meaningful connections while supporting grassroots tourism enterprises.”
By focusing on locally curated experiences, JTB aims to broaden the appeal of Jamaica for international travellers while promoting sustainable and inclusive tourism practices. The campaign, which will run through November 2025, will be featured on Google, Facebook, Instagram and YouTube under the handle @DiscoverMoreToJamaica.
For more information, visit visitjamaica.com.
