Durrant Pate/ Contributor

The Jamaica Tourist Board (JTB) has debuted its newest advertising campaign featuring sprint legend, Usain Bolt, who was recently appointed Jamaica’s Global Tourism Ambassador.

The campaign debuted on Jamaica’s 63^rd Independence Day yesterday with a 30-second video spot that is now airing across digital platforms. In the ad, the world-renowned sprinter, who currently holds the World Record in the 100m, 200m and 4x100m sprint, reflects on how his upbringing in Jamaica—from the hills of Trelawny to global stardom—has shaped every step of his journey. 

He highlights the country’s energy, resilience, and rhythm, inviting travellers to experience the island through its people, culture, and landscapes. In the ad, Bolt remarked, “This is our Jamaica, where you can run in the sand or compete on the track. Where can you cool off in the mountains, or can you move them? That’s the spirit of Jamaica—we are a small island, but we do big things here.”

Ad will be rolled out internationally this week

The new ad is rolling out across major international markets and digital channels this week. “This new campaign captures the essence of Brand Jamaica,” explains Jamaica’s Director of Tourism, Donovan White, who went on to say, “Jamaica is bold, authentic, and full of heart. Usain’s unmatched global appeal and deep love for Jamaica make him the perfect voice to carry our message to the world.”

The ad encourages visitors to discover the beauty of Jamaica with its fascinating culture, stunning beaches and lush landscapes. Experience our warm Jamaican hospitality, vibrant reggae music, sumptuous cuisine, thrilling adventures and good vibes all around. Plan your perfect Jamaican vacation now and come back to your best self in Jamaica.

The ad celebrates Jamaica as more than just a travel destination, positioning it as a feeling—a place where visitors can find adventure, inspiration, and connection. “Usain Bolt has long been an icon of Jamaican pride and excellence,” declared Tourism Minister Edmund Bartlett, “this campaign brings his personal story and national pride into focus and shares that magic with the world.

Bolt will continue representing Jamaica

He added that Bolt will continue to represent Jamaica on the world stage as part of a broader campaign strategy that includes digital storytelling, social media activations, and appearances at key global events. 

The campaign is designed to deepen the emotional connection between Jamaica and travellers, while reinforcing the island’s appeal through its rich culture, vibrant music, delectable cuisine, and stunning natural beauty.