Jamaica, a vibrant Caribbean island known for its rich culture, stunning beaches, lush landscapes, popular tourist destinations include Montego Bay, Ocho Rios, Negril and Port Antonio, each offering unique and authentic experiences from vibrant nightlife to secluded natural beauty through the Jamaica Tourist Board (JTB) has launched a new promotional campaign featuring sports icon Usain Bolt as Global Tourism Ambassador.
The campaign aims to highlight Jamaica as more than just a destination, but a feeling and experience, emphasizing its culture, music, cuisine, and incomparable natural beauty.
Bolt’s personal story and national pride are central to the campaign’s message, encouraging viewers to experience the island’s unique energy.
Usain Bolt is a Jamaican retired sprinter who is widely regarded as the greatest sprinter of aall time. He is an eight - time Olympic gold medallist and the world record holder in the 100 metres, 200 metres and 4 x 100 metres relay, a sports icon who has achieved exceptional success in his field and has transcended the sport to become a symbol of excellence, inspiration and cultural and significance.
An icon figure often shapes the narrative around the sport itself and Bolt with his charisma, attitude and glorious sporting career full of successes inspired and inspires future generations of athletes, fans as well as ordimary people.
The JTD believes that Bolt’s global appeal and deep love for Jamaica make him the perfect ambassador to share the island’s story with the world featured in a new tourism campaign to promote the Caribbean country in a 30 - second video that launched on 6th August 2025, Jamaica’ Independence Day.
The campaign will utilize digital storytelling, social media activations, and appearances at global events to connect with travellers on a deeper level. It will also be rolled out in major international markets to strengthen Jamaica’s global presence.
The initiative seeks to attract more travellers to Jamaica by highlighting its unique essence, soul and vibrant spirit.
In the images in the video which is already circulating on digital platforms, Bolt apperar in a paradisiacal settings such as Frenchman’s Cove, a 48 – acre resort that combine history, natural beauty and serenity, set in Port Antonio, town on the northeastern coast of Jamaica, known for its unique beaches, lagoons and mountains, a popular destination for tourists seeking a mix of relaxation and adventure, with several attractions all around this Caribbean paradise.
Tourism Minister, Hon Edmund Bartlett said that Usain Bolt has long been an icon of Jamaican pride and excellence. This campaign brings his personal story and national pride into focus and shares that magic with the world. On Jamaica 63rd Independence Day, the country is proud to showcase to the world what makes Jamaica truly unforgettable.
The campaign will be present across various media channes, including social networks, events and other public appearances of the iconic athlete, who continues to be an internationally renowned cultural ambassador of the Caribbean island.
With this strategy, Jamaica enhances its image as a leading tourist destination in the Caribbean region, taking advantage of the influence of a global figure like Usain Bolt to connect emotionally with potential travellers.
Link
https://www.travelpulse.com/news/destinations/jamaica-launches-new-ad-campaign-featuring-usain-bolt
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