Jamaica Tourist Board showcases hidden gems in new documentary series

The Jamaica Tourist Board (JTB) has released the first instalment of its limited documentary series, “Jamaica Is…”, spotlighting the island’s captivating South Coast.

This is the first of a six-part instalment that will showcase unique resort areas across the island, with new episodes launching monthly on the JTB’s YouTube channel. Upcoming episodes include Negril (Sept. 15) and Ocho Rios (Oct. 15).

Beginning in St. Elizabeth, viewers are immersed in the authentic spirit of the South Coast, where the mantra “Be a traveler, not a tourist” comes alive.

Viewers are invited to journey through the freshest seafood at Little Ochi, the breathtaking legend of Lover’s Leap, the serene beauty of the Black River with local icon Captain Dennis, and the cascading magic of YS Falls.

Along the way, travellers can taste tradition at Appleton Estate, meet shrimp harvesters in Middle Quarters, and connect with locals whose stories root visitors deeply to Jamaica.

The video is more than showcasing scenery – it’s about the connection, culture, and true essence of the South Coast.

Jamaica’s Minister of Tourism, Edmund Bartlett observed: “This series is about showing the world that Jamaica is not just beautiful beaches – it’s our people, our traditions, and our way of life. The South Coast exemplifies this impeccably, offering travellers an experience that is as soulful as it is scenic.”

Donovan White, Director of Tourism, Jamaica Tourist Board, said: “With this series, we are inviting travellers to go beyond the well-known resorts and discover the hidden gems of our island. The South Coast is a place where culture, creativity, and community thrive, and we are proud to share these authentic stories with the world.

Check out the South Coast episode here.

For more on Jamaica, go to www.visitjamaica.com .