JTB launches new digital promotional campaign on community tourism
/ Our Today
administrator
Durrant Pate/Contributor
The Jamaica Tourist Board (JTB) has launched a digital promotional campaign, titled “There’s Always More to Jamaica,” inviting international audiences to experience the island beyond its iconic beaches and resorts.
The campaign showcases community-based tourism as a vehicle for sustainable, authentic, and inclusive travel. Debuting across Google, Facebook, Instagram, and YouTube through November 2025, the campaign targets key source markets such as the United States, Canada, the United Kingdom, Germany, and France.
It seeks to position Jamaica as a destination rich with immersive, locally led experiences and to boost international engagement with community-based tourism initiatives. From eco-adventures, cultural heritage tours, to craft workshops, culinary stops, and marine excursions, the campaign showcases the warmth, creativity, and cultural depth of Jamaica’s communities while contributing directly to local economic development.
Bringing the community spirits together
Commenting on the launch, Tourism Minister Edmund Bartlett says, “Jamaica’s tourism story is as much about our people as it is about our landscapes and world-class resorts. 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.”
For Director of Tourism, Donovan White, “this campaign introduces travellers to the Jamaica they haven’t 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.”
Comments