Jamaica is inviting the world to look beyond its iconic beaches and luxurious resorts with the launch of a significant new digital campaign, “There’s Always More to Jamaica.” Spearheaded by the Jamaica Tourist Board (JTB), this initiative, running through November 2025, aims to redefine the visitor experience by spotlighting community-based tourism (CBT) and fostering deeper connections with the island’s vibrant local life.
A Deeper Dive into Jamaican Culture
The “There’s Always More to Jamaica” campaign is a strategic move to showcase the authentic heart of the island, moving past the traditional “sun, sand, and sea” narrative. It encourages travelers to engage with the genuine spirit of Jamaica by connecting with its people—farmers, artisans, chefs, musicians, and storytellers—who are the true custodians of its rich heritage. The campaign utilizes compelling digital storytelling across platforms like Google, Facebook, Instagram, and YouTube, reaching key international markets including the United States, Canada, the United Kingdom, Germany, and France.
Unveiling Diverse Local Experiences
This groundbreaking initiative highlights a spectrum of immersive activities designed to offer a more meaningful travel experience. Visitors can anticipate opportunities for eco and marine excursions, fostering a profound respect for Jamaica’s rich biodiversity and natural beauty, including initiatives within marine parks. The campaign also shines a light on cultural heritage tours, allowing participants to learn about historical sites and communities, such as the descendants of Maroon settlers, through music, dance, and oral traditions. Furthermore, hands-on craft workshops and culinary journeys, from farm-to-table experiences to understanding local spices and rum-making, are central to showcasing that Jamaica’s true essence lies in its villages, kitchens, and people.
Empowering Communities and Driving Sustainability
At its core, “There’s Always More to Jamaica” is about creating a more sustainable and equitable tourism model. By promoting community-based tourism, the campaign aims to distribute economic benefits more broadly, directly supporting small-scale enterprises and local entrepreneurs. Partnerships with organizations like the Jamaica Social Investment Fund (JSIF) and support from initiatives like the Rural Economic Development Initiative (REDI II), along with international advisors Trove, are crucial in developing and marketing these community-led experiences. This approach not only enriches the visitor’s journey but also empowers local communities, fostering cultural preservation and economic growth in areas often outside the mainstream tourism circuit.
A New Narrative for Jamaican Tourism
Minister of Tourism, Hon. Edmund Bartlett, has emphasized that Jamaica’s tourism story is equally about its people as it is about its landscapes. Director of Tourism, Donovan White, echoes this sentiment, stating that the campaign introduces travelers to a Jamaica they might not have met yet—one found in its villages, kitchens, and personal stories. This forward-thinking strategy, supported by a robust digital presence under the handle @DiscoverMoretoJamaica, is designed to create meaningful connections, support grassroots tourism, and ensure that the island’s unique culture and environment are celebrated and protected for generations to come. The campaign represents a significant step toward a more inclusive and resilient future for Jamaican tourism.