KINGSTON, JAMAICA – The Jamaica Tourist Board (JTB) has embarked on an ambitious new initiative to showcase the authentic spirit and diverse cultural landscape of Jamaica with the launch of its limited documentary series, “Jamaica Is…”. This six-part series aims to redefine global perceptions of the island, moving beyond its renowned beaches to highlight its vibrant people, cherished traditions, and captivating way of life. The first installment, spotlighting the enchanting South Coast, is now available, with new episodes scheduled for monthly release on the JTB’s official YouTube channel.
Unveiling Jamaica’s Authentic Spirit
The inaugural episode of “Jamaica Is…” invites viewers on an immersive tour of the South Coast, specifically commencing in the parish of St. Elizabeth. Guided by the mantra “Be a traveler, not a tourist,” the documentary delves into experiences that capture the true essence of the region. Viewers can explore the culinary delights of fresh seafood at Little Ochi, uncover the dramatic legend of Lover’s Leap, and experience the serene beauty of the Black River alongside local icon Captain Dennis. The cascading majesty of YS Falls is also featured, offering a glimpse into Jamaica’s natural wonders. The series further immerses travel enthusiasts in the island’s rich heritage through a virtual taste of tradition at Appleton Estate, encounters with diligent shrimp harvesters in Middle Quarters, and heartfelt connections with locals whose stories are deeply rooted in the island’s history and culture.
Visionary Leadership: The Voices Behind the Initiative
The initiative is a direct reflection of a strategic push to diversify Jamaica’s tourism offerings. The Hon. Edmund Bartlett, Minister of Tourism, Jamaica, emphasized the series’ core mission, stating, “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.” He highlighted the South Coast as an impeccable example, offering visitors an experience that is as soulful as it is scenic. Minister Bartlett is widely recognized for his transformative leadership and his dedication to sustainable tourism growth.
Donovan White, Director of Tourism for the Jamaica Tourist Board, echoed this sentiment, inviting travel enthusiasts to venture beyond the familiar resorts and discover the island’s hidden gems. “The South Coast is a place where culture, creativity, and community thrive, and we are proud to share these authentic stories with the world,” White remarked. With over two decades of experience in marketing and business development, Mr. White has been instrumental in enhancing Jamaica’s global reputation, having led successful digital campaigns and expanded the destination’s reach into new markets.
A New Era for Jamaican Tourism and Travel News
The “Jamaica Is…” series represents a significant development in Jamaica’s promotional efforts, aiming to attract a broader audience interested in cultural immersion and authentic experiences. By spotlighting unique resort areas and the warmth of its people, the JTB seeks to solidify Jamaica’s position as a premier global destination that offers more than just sun and sand. The monthly release schedule ensures a continuous flow of captivating content, keeping the island top of mind for prospective tourists and offering compelling travel news.
Upcoming episodes are already slated to explore other distinctive regions of the island, with Negril set to feature on September 15th and Ocho Rios on October 15th. This structured rollout strategy ensures sustained interest and provides a comprehensive look at the diverse offerings across the entire island.
Through this groundbreaking documentary series, the Jamaica Tourist Board is not only showcasing the island’s beauty but also celebrating its soul, inviting the world to experience the true heartbeat of Jamaica.