KINGSTON, Jamaica – The Jamaica Tourist Board (JTB) has launched a daring new digital marketing campaign. It invitations worldwide audiences to find the island past its iconic seashores and resorts. Titled “There’s At all times Extra to Jamaica,” this digital mission highlights community-based tourism (CBT). It exhibits how CBT can help sustainable, actual, and inclusive journey.
“Jamaica’s tourism story is as a lot about our individuals as it’s about our landscapes and world-class resorts,” stated Jamaica’s Minister of Tourism, Hon. Edmund Bartlett. “Neighborhood-based tourism offers guests the prospect to have interaction with our tradition, whereas increasing the worth chain in order that farmers, artisans, and communities profit alongside our established tourism companions.”
Social Media Marketing campaign
The marketing campaign runs on Google, Fb, Instagram, and YouTube (@DiscoverMoreToJamaica) till November 2025. It targets key markets in the US, Canada, United Kingdom, Germany, and France. The aim is to indicate Jamaica as a place full of local experiences. It additionally goals to extend worldwide curiosity in community-based tourism initiatives.
Neighborhood-based tourism locations Jamaicans on the forefront of the customer expertise. It’s guided by marketing campaign host and Kingston-based content material creator, Justin Whitelocke. CBT presents eco-adventures, cultural excursions, craft workshops, meals stops, and marine journeys. These actions present the heat, creativity, and tradition of Jamaica’s communities.
“This marketing campaign introduces vacationers to the Jamaica they haven’t met but: the Jamaica that lives in our villages, in our kitchens, and in our tales,” stated Donovan White, Jamaica’s Director of Tourism. “It’s about creating significant connections whereas supporting grassroots tourism enterprises.”
All marketing campaign messaging drives site visitors to www.visitjamaica.com/more-to-jamaica, the central hub for locating CBT experiences throughout the island.
This mission is a part of the Second Rural Financial Growth Initiative (REDI II). It’s led by the Jamaica Social Funding Fund (JSIF). The Authorities of Jamaica and the World Financial institution fund it. Trove Tourism Growth Advisors additionally work with us on this initiative.
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