Published on
September 14, 2025
The Jamaica Tourist Board’s new digital campaign, “There’s Always More to Jamaica,” is inviting travelers from the United States, Canada, the United Kingdom, Germany, and France to explore the island’s rich cultural tapestry in a way that goes beyond the typical tourist experience. These countries represent some of Jamaica’s largest and most important markets, and the campaign aims to deepen their connection with the island by focusing on community-based tourism. While Jamaica is often known for its world-class resorts and stunning beaches, this campaign shines a spotlight on local experiences that offer deeper cultural insights. From eco-tourism and marine excursions to cultural heritage tours and culinary delights, the initiative encourages travelers to immerse themselves in the island’s vibrant local life. By highlighting these authentic experiences, the Jamaica Tourist Board hopes to foster a greater appreciation for the island’s people, traditions, and natural beauty, while also supporting the growth of local communities and businesses. Through this campaign, visitors from these key markets will discover a side of Jamaica that they may not have seen before, leading to more meaningful travel experiences.
The core idea behind this campaign is to bring attention to activities that allow tourists to engage directly with local communities. These activities include eco-tourism, marine excursions, cultural heritage tours, craft workshops, and culinary experiences. Visitors will have the chance to explore the natural beauty of the island through eco-friendly initiatives, take part in local marine tours, and enjoy the chance to visit workshops where they can learn about Jamaican craftsmanship, such as pottery, weaving, and painting. Additionally, food plays a significant role in the campaign, with travelers invited to explore the island’s culinary traditions, which reflect the diverse mix of cultures that have shaped Jamaica’s history. From farm-to-table dining experiences to street food tours, the campaign aims to showcase the island’s rich gastronomic offerings.
One of the key goals of the campaign is to emphasize the importance of community-based tourism, which not only provides an enriching experience for travelers but also ensures that the benefits of tourism are spread more widely across the island. By focusing on local businesses, farmers, artisans, and other community members, the initiative seeks to ensure that the economic rewards of tourism are shared among all sectors of the Jamaican population, rather than being concentrated in large resort areas. This approach enables tourists to connect with the heart of Jamaica—its people and their stories—while contributing to the growth of grassroots tourism enterprises that often operate outside the spotlight of mainstream tourism.
Through the “There’s Always More to Jamaica” campaign, the Jamaica Tourist Board aims to foster a deeper connection between visitors and the island’s authentic culture. The campaign encourages tourists to explore the island’s lesser-known gems, which are often found in its small towns, rural villages, and close-knit communities. These areas offer travelers a chance to experience Jamaica in a more intimate way, interacting with local guides, artisans, and chefs who can offer insights that go far beyond what’s available in traditional tourist settings.
Additionally, the campaign aligns with a broader trend in the tourism industry toward more sustainable and responsible travel practices. By promoting community-based tourism, Jamaica hopes to provide travelers with an opportunity to experience the island in a way that respects its natural resources and cultural heritage, while also supporting local economies. Tourists are encouraged to engage with communities in ways that are both enriching for themselves and beneficial to the locals, ensuring that the tourism experience is mutually rewarding.
With the digital campaign’s presence on major platforms such as Google, Facebook, Instagram, and YouTube, it aims to reach a wide and diverse audience of potential travelers. Through visually engaging content, including videos, photos, and blogs, the campaign will showcase the unique aspects of Jamaican life and culture that are often overlooked in traditional tourism marketing. The use of social media will allow tourists to interact with the campaign in real time, sharing their own experiences and discovering new facets of Jamaica that they may not have initially considered.
The Jamaica Tourist Board’s “There’s Always More to Jamaica” initiative is not just about expanding the island’s tourism offerings; it’s about reshaping how tourists perceive Jamaica. The campaign is designed to promote a more holistic view of the island, one that is deeply rooted in its cultural and environmental heritage. By inviting travelers to explore the less-traveled paths, interact with local communities, and experience the authenticity of Jamaican life, the campaign aims to offer a richer, more meaningful experience for both visitors and residents alike. This innovative approach to tourism is set to help Jamaica establish itself as a destination that offers far more than its world-class resorts—it’s a place where travelers can connect with the island’s people, history, and traditions in ways that are truly transformative.
