JTB launches “There’s Always More to Jamaica” Campaign

The Jamaica Tourist Board (JTB) wants people to discover Jamaica beyond its iconic beaches and resorts and its delivering that message to international audiences through a new digital campaign.

“There’s Always More to Jamaica” showcases community-based tourism (CBT) as a powerful vehicle for sustainable, authentic and inclusive travel.

Commenting on the digital-exclusive initiative, Jamaica’s Minister of Tourism, Hon. Edmund Bartlett said: “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.”

Running across Google, Facebook, Instagram, and YouTube (@DiscoverMoreToJamaica) through November 2025, the campaign targets key source markets in the United States, Canada, 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 CBT initiatives.

Community-based tourism places Jamaicans at the forefront of the visitor experience, guided by campaign host and Kingston-based content creator, Justin Whitelocke.

From eco-adventures and cultural heritage tours to craft workshops, culinary stops, and marine excursions, CBT showcases the warmth, creativity, and cultural depth of Jamaica’s communities while contributing directly to local economic development.

Donovan White, Jamaica’s Director of Tourism, explained: “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.”

All campaign messaging drives traffic to www.visitjamaica.com/more-to-jamaica, the central hub for discovering CBT experiences across the island.

This initiative is part of the Second Rural Economic Development Initiative (REDI II), led by the Jamaica Social Investment Fund (JSIF), funded by the Government of Jamaica and the World Bank, in collaboration with Trove Tourism Development Advisors.

For more, contact [email protected]