The Jamaica Tourist Board (JTB) has officially launched its new advertising campaign featuring legendary sprinter Usain Bolt, who was recently appointed Jamaica's ambassador for global tourism. In honor of Jamaica's Independence Day, the campaign debuted yesterday with a 30-second video that is now streaming on digital platforms.
In this video, the world-famous sprinter reflects on how his childhood in Jamaica-from the hills of Trelawny to world fame-shaped every step of his journey. He highlights the country's energy, resilience and rhythm, inviting travelers to experience the island through its people, culture and landscapes.
"This is our Jamaica," Bolt says in the ad. "Where you can run in the sand or compete on the track. Where you can cool off in the mountains or move them. That's the spirit of Jamaica - we're a small island, but we do big things here."
The video portrays Jamaica not just as a tourist destination, but as a place where visitors can find adventure, inspiration and unity.
"Usain Bolt has long been an icon of Jamaican pride and excellence," said Jamaica's Minister of Tourism, the Honorable Edmund Bartlett. "This campaign draws attention to his personal story and national pride and shares that magic with the world. On our 63rd Independence Day, we are proud to show the world what makes Jamaica truly unforgettable."
Bolt will continue to represent Jamaica on the global stage as part of a broader campaign strategy that includes digital storytelling, social media activation and participation in key global events. The campaign is designed to deepen the emotional connection between Jamaica and travelers, while highlighting the island's appeal through its culture, music, cuisine and natural beauty.
"This new campaign captures the essence of the Jamaica brand," said Jamaica's Director of Tourism Donovan White. "Jamaica is bold, authentic and full of heart. Usain's unparalleled global appeal and deep love for Jamaica make him the perfect voice to deliver our message to the world."
The new advertising platform is rolling out across major international markets and digital channels this week.
To watch the campaign footage and behind-the-scenes video, please follow this link. For more information about Jamaica, please visit www.visitjamaica.com
