Usain Bolt Leads Jamaica’s New Tourism Campaign

A Global Icon at the Heart of Usain Bolt Jamaica Tourism Campaign

The Jamaica Tourist Board (JTB) has unveiled a striking new tourism campaign featuring Hon. Usain Bolt, the world’s fastest man and now the island’s official Global Tourism Ambassador. The campaign debuted on August 6 to coincide with Jamaica’s 63rd Independence Day, creating a powerful connection between national pride and global visibility.

By partnering with Bolt, the JTB signals a fresh chapter for Brand Jamaica. The initiative aims to capture the island’s vibrant energy, authentic culture, and warm spirit while presenting these qualities to audiences worldwide. As a result, Jamaica is positioning itself not just as a vacation spot but also as a global lifestyle brand.

The Campaign Launch

The campaign opens with a 30-second video currently streaming across digital platforms. In the short yet powerful clip, Bolt reflects on his personal journey from the hills of Trelawny to his rise as a global sports icon. Through these reflections, viewers gain insight into how deeply Jamaica has shaped his life and career.

“This is our Jamaica,” Bolt says in the ad. “Where you can run in the sand or compete on the track. Where you can cool off in the mountains, or you can move them. That is the spirit of Jamaica. We are a small island, but we do big things here.”

By blending personal storytelling with captivating visuals, the video invites travelers to imagine themselves immersed in the island’s rhythm and resilience. Furthermore, it encourages visitors to see Jamaica not only as a place to explore but also as a community to feel part of.

More Than a Destination

The video presents Jamaica as more than just a picturesque getaway. It positions the island as a feeling and an experience where visitors can find adventure, inspiration, and genuine human connection. The imagery shifts from golden beaches to lush mountains, from vibrant street life to moments of stillness, capturing the rich variety of experiences Jamaica offers.

Minister of Tourism Hon. Edmund Bartlett says, “Usain Bolt has long been an icon of Jamaican pride and excellence. This campaign brings his personal story and national pride into focus and shares that magic with the world.”

Why Usain Bolt is the Perfect Ambassador

Director of Tourism Donovan White explains that Bolt’s universal fame is matched by his genuine love for his homeland. “Jamaica is bold, authentic, and full of heart,” he says. “Usain’s unmatched global appeal and deep love for Jamaica make him the perfect voice to carry our message to the world.”

Bolt’s own story reflects the qualities Jamaica wants to share with the world, including determination, resilience, and the ability to shine globally while staying connected to local roots.

Beyond the Video

The JTB has designed the campaign to extend far beyond the debut ad. Plans include digital storytelling, creative social media activations, and Bolt’s appearances at major global events. Each element will highlight Jamaica’s culture, music, cuisine, and natural beauty in ways that connect with audiences across the world.

The goal is to create an emotional connection between the island and potential visitors, encouraging them not only to plan a trip but to feel as though they are becoming part of Jamaica’s story

A Celebration of Independence and Identity

The decision to launch the campaign on Independence Day was intentional. It reinforces Jamaica’s identity as a proud, independent nation whose influence extends far beyond its size. With Bolt as the face of the initiative, the JTB is making a clear statement. Jamaica is not simply a destination. It is a force, a feeling, and a place that leaves a lasting impression.

As Bolt continues to represent Jamaica on the world stage, this campaign aims to inspire travelers to experience the island’s heartbeat for themselves.