Usain Bolt Is Now Jamaica’s Global Tourism Ambassador

Usain Bolt has long been one of Jamaica’s most recognizable global icons. Now, he’s officially representing the island in a new capacity.

The Jamaica Tourist Board first named the eight-time Olympic gold medallist as the country’s Global Tourism Ambassador, unveiling the announcement during its 70th anniversary celebration at Devon House in Kingston. Now, Bolt is headlining a major new campaign.

“For me, it’s always an honor to represent my country,” Bolt said. “I’m looking forward to making an impact, as always, [and] to put Jamaica ‘to the world.’ I will try to represent the country as best as possible, and I will continue pushing and making Jamaica proud.”

Director of Tourism Donovan White said the campaign reflects the tourist board’s transition into a fully digital-first model, focused on content-led storytelling.

“We have been building fully integrated campaigns to tell the Jamaica story,” White said. “Today, unlike eight years ago, the JTB and its methodologies of marketing are fully technology integrated. If we cannot integrate, then we cannot do it. One of the critical components of integrated digital marketing is content — loads of it.”

Bolt’s appointment is more than symbolic. Tourism Minister Edmund Bartlett said the athlete’s global stature makes him uniquely suited to help carry Jamaica’s message to the world, particularly as the destination looks to build momentum in the post-pandemic era.

He’s one of a growing number of Caribbean athletes tapped for tourism campaigns, most recently Saint Lucian gold medalist Julien Alfred.

“So as part of our own innovativeness and seeking to find new and exciting ways of rekindling the market and getting back the growth… we want the man who has done it well, with speed and efficiency… to be right there with us,” Bartlett said.

Bartlett also reflected on Bolt’s long-standing connection with Jamaican tourism, recalling the 2008 Olympic Games in Beijing as a turning point: “Usain will recall when he did it first in Beijing at the ‘Bird’s Nest’ — we were there, and tourism was there with him.”

Bolt’s engagement as Global Tourism Ambassador will anchor a campaign built on the fusion of cutting-edge digital strategy and unmistakable Jamaican pride — with the goal of drawing travelers from around the globe, as the island looks to recapture its momentum from the post-pandemic period.

The campaign’s messaging will highlight Jamaica’s diverse experiences, from mountain retreats to beach escapes, infused with the energy that Bolt has come to represent.