KINGSTON, JAMAICA – The Jamaica Tourist Board (JTB) has initiated a significant digital campaign, titled “There’s Always More to Jamaica,” aimed at spotlighting and boosting community-based tourism (CBT). This comprehensive initiative seeks to draw international attention to the rich tapestry of local experiences available across the island, moving beyond traditional beach and resort offerings to promote authentic, sustainable, and inclusive travel. The campaign will run across major digital platforms, including Google, Facebook, Instagram, and YouTube, through November 2025, targeting key markets in the United States, Canada, the United Kingdom, Germany, and France.
“There’s Always More to Jamaica”: A New Digital Frontier for Tourism
The “There’s Always More to Jamaica” campaign is designed to immerse potential visitors in the heart of Jamaican culture by highlighting the people and their diverse ways of life. Through visually engaging content such as reels, stories, video features, and interactive guides, the JTB aims to showcase authentic interactions and locally-led experiences. The official campaign handle, @DiscoverMoretoJamaica, serves as a central hub for social media outreach, inviting travelers to explore a side of the island often unseen by conventional tourism. This digital-first approach is strategically chosen to reach a global audience increasingly seeking meaningful travel experiences.
Championing Community-Based Tourism
Community-based tourism (CBT) is positioned as a cornerstone of Jamaica’s evolving tourism strategy. Unlike traditional models that often centralize profits, CBT ensures that the economic benefits of tourism are distributed more broadly across local communities. This means that farmers supplying fresh produce, artisans creating local crafts, and individuals offering unique cultural insights can directly benefit from visitor engagement. Jamaica’s Minister of Tourism, Hon. Edmund Bartlett, emphasized this point, stating, “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.” Donovan White, Jamaica’s Director of Tourism, added that the campaign’s essence lies in fostering meaningful human connections and supporting grassroots enterprises. This news signifies a move towards a more equitable tourism model.
Experiences Beyond the Beach
The campaign vividly illustrates the breadth of experiences available through CBT. Visitors are invited to partake in eco-adventures, such as guided hikes in the Blue Mountains or kayaking through mangrove forests, promoting environmental stewardship. Cultural heritage tours offer deep dives into Jamaica’s rich history, including insights into Maroon communities through music, dance, and oral storytelling. Hands-on craft workshops allow visitors to learn traditional skills, while culinary journeys highlight the island’s vibrant food scene, from farm-to-table experiences to exploring the heritage of rum-making. Marine excursions also feature prominently, showcasing the island’s aquatic biodiversity. Kingston-based content creator Justin Whitelocke hosts the campaign, providing an authentic perspective from within the communities. All campaign messaging directs interested travelers to www.visitjamaica.com/more-to-jamaica, a dedicated portal for discovering these community-based experiences.
Partnerships and Strategic Vision
The “There’s Always More to Jamaica” campaign is a collaborative effort spearheaded by the Jamaica Tourist Board (JTB) in partnership with the Jamaica Social Investment Fund (JSIF). It is supported by the Rural Economic Development Initiative (REDI II), a significant program funded by the World Bank, which aims to enhance market access and climate-resilient approaches for targeted beneficiaries, including agricultural and community tourism enterprises. International support also comes from Trove Tourism Development Advisors, who are instrumental in positioning these community-based tourism enterprises on the global stage. The REDI II program, which began in 2019/20 and runs until 2025, provides financial and technical support, infrastructure development, and business services to strengthen these local ventures.
Economic and Social Impact
The promotion of community-based tourism through this digital campaign is expected to yield substantial economic and social benefits for Jamaica. By diversifying tourism revenue streams, the initiative aims to reduce economic disparities between resort areas and rural communities, fostering more inclusive growth. It directly empowers local economies by creating jobs and generating income for farmers, artisans, and small business owners. This approach aligns with Jamaica’s Vision 2030 plan and the Sustainable Tourism Master Plan, emphasizing a move towards greater inclusivity and environmental sustainability. Furthermore, CBT plays a crucial role in preserving Jamaica’s cultural heritage and promoting environmental consciousness among visitors and locals alike, ensuring that the island’s unique traditions and natural resources are protected for future generations.
Conclusion
The “There’s Always More to Jamaica” campaign represents a pivotal step in Jamaica’s tourism evolution. By leveraging digital platforms to showcase the authentic encounters and rich cultural heritage found within its communities, the JTB is not only diversifying its tourism product but also fostering a more sustainable and equitable industry. This initiative is an invitation for travelers to connect deeply with the island’s people and traditions, offering a transformative travel experience that benefits both visitors and the local Jamaican community, thereby enriching the nation’s tourism landscape for years to come.