The Jamaica Tourist Board (JTB), in partnership with Lou Hammond Group (LHG), has been honoured with two Adrian Awards by the Hospitality Sales & Marketing Association International (HSMAI) at the 69th Annual Adrian Awards Celebration held at the New York Marriott Marquis.

The JTB received a Gold/Best of Show award for its strategic public relations campaign surrounding the Sports Illustrated Swimsuit Issue shoot in Jamaica, and a Bronze award for the National Geographic Travel feature story promoting Portland, Jamaica. Out of over 800 entries submitted globally, JTB’s marketing initiatives were judged exceptional by industry experts in hospitality, travel, tourism, and media.

Often referred to as the “Oscars” of the travel and tourism industry, the Adrian Awards recognise outstanding achievement in hospitality and travel marketing worldwide. This year’s wins underscore Jamaica’s position as a premier destination and the JTB’s excellence in strategic destination marketing.

“These prestigious awards are a testament to Jamaica’s enduring appeal as a world-class destination and our strategic approach to showcasing the island’s diverse offerings,” shared Edmund Bartlett, Minister of Tourism. “The recognition from HSMAI validates our commitment to innovative partnerships with global media brands like Sports Illustrated and National Geographic. These collaborations elevate Brand Jamaica on the world stage, while also demonstrating our ability to deliver exceptional experiences that resonate with international audiences.”

The Gold-winning Sports Illustrated Swimsuit Issue campaign featured multiple iconic Jamaican locations, including Round Hill Hotel and Villas, Breathless Resorts Montego Bay, Rose Hall Great House, and pristine beaches across Montego Bay and Hanover. The production team spent a week in Jamaica in January 2025, with comprehensive logistical and communications support from the JTB.

The Bronze award-winning National Geographic Travel story highlighted the natural beauty and cultural richness of Portland parish, reinforcing Jamaica’s position as a destination that offers authentic and diverse travel experiences.

“Winning Gold and Bronze at the Adrian Awards reflects the hard work, creativity, and dedication of our entire team,” said Donovan White, Director of Tourism, Jamaica Tourist Board. “These awards recognise marketing excellence, and our ability to forge meaningful partnerships that authentically showcase Jamaica’s unique spirit. From our unparalleled beaches featured in Sports Illustrated to Portland’s lush landscapes in National Geographic, we continue to position Jamaica at the forefront of global tourism, while remaining one of the world’s most compelling destinations. This recognition motivates us to push boundaries and set new standards in destination marketing.”

The JTB’s success at the Adrian Awards comes during a pivotal time for Jamaica’s tourism industry, as the destination continues its recovery following Hurricane Melissa and works to strengthen its position in key international markets.