Jamaica is making a significant strategic shift in its tourism approach, placing community-based tourism (CBT) at the forefront of its 2025 marketing initiatives. The island nation is rolling out a comprehensive digital campaign, “There’s Always More to Jamaica,” designed to showcase authentic, locally-led experiences that extend far beyond its world-renowned beaches and resorts. This move signifies a commitment to fostering sustainable, inclusive growth, ensuring that the benefits of tourism are more widely distributed across the island’s diverse communities.
The “There’s Always More to Jamaica” campaign, spearheaded by the Jamaica Tourist Board (JTB), aims to highlight the rich cultural heritage, natural beauty, and warm hospitality of Jamaica’s people. Running through November 2025 across major digital platforms including Google, Facebook, Instagram, and YouTube, the initiative targets key international markets such as the United States, Canada, the United Kingdom, Germany, and France. The campaign’s official handle, @DiscoverMoretoJamaica, serves as a central hub for potential visitors seeking genuine connections and immersive experiences.
Beyond the Beach: Unveiling Authentic Jamaican Life
Jamaica’s appeal has traditionally been linked to its vibrant music, stunning landscapes, and lively atmosphere. However, this new initiative seeks to present a deeper, more nuanced picture of the island. The campaign actively promotes a variety of community-driven activities, including culinary tours and cooking classes that offer a taste of authentic Jamaican cuisine, often prepared with locally sourced ingredients. Cultural heritage tours provide insights into the island’s history, from the legacy of Maroon communities to the vibrant arts scene in Kingston. Craft workshops allow visitors to engage with local artisans, while eco-adventures and marine excursions highlight Jamaica’s commitment to preserving its natural environment.
These experiences are curated to provide visitors with direct engagement with local communities, fostering a sense of connection and cultural exchange. The focus is on showcasing the warmth, creativity, and cultural depth of Jamaica’s people, ensuring that every interaction contributes to a more meaningful travel experience.
Empowering Communities: A ‘Local First’ Approach
At the heart of this strategic pivot is the principle of ensuring that tourism development benefits local populations. As Jamaica’s Minister of Tourism, Edmund Bartlett, has repeatedly emphasized, “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”. This sentiment is echoed by Donovan White, Jamaica’s Director of Tourism, who states, “This campaign introduces travelers 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”.
This approach aligns with Jamaica’s broader “Local First” policy, which aims to increase the participation of Jamaican farmers, manufacturers, creatives, and professionals in the tourism value chain. By encouraging local ownership and supporting small businesses and grassroots enterprises, Jamaica is working to ensure that tourism revenue circulates within the island, contributing to job creation, skill development, and improved livelihoods across the nation.
A Sustainable Future for Jamaican Tourism
The emphasis on community-based tourism is intrinsically linked to Jamaica’s commitment to sustainable and responsible tourism practices. By promoting visitor engagement with local communities, the island aims to foster a greater appreciation for its cultural and natural resources, encouraging their preservation. This model of tourism not only diversifies the island’s offerings but also promotes a more equitable distribution of economic benefits, moving away from models that primarily concentrate wealth in larger resorts.
The Countrystyle Community Tourism Network (CCTN), a pioneering organization in Jamaica, has been instrumental in developing and promoting community tourism concepts for decades. Their work underscores the significant potential of this approach to empower local economies and preserve cultural heritage.
Looking Ahead: Ambitious Goals for Inclusive Growth
Jamaica has set ambitious tourism targets, aiming to attract millions of visitors and generate significant revenue by 2030. The expansion of community-based tourism is a key pillar in achieving these goals, contributing to a more resilient, inclusive, and diverse tourism product. This strategic focus on authentic experiences and community empowerment is not just a marketing campaign; it represents a fundamental evolution in how Jamaica envisions its tourism future – one that is deeply rooted in its people and culture, and committed to shared prosperity for all. The news surrounding these initiatives underscores Jamaica’s dedication to being a leader in authentic and impactful travel experiences.