Cooking callaloo with a farmer’s family in the hills outside Montego Bay. Learning the art of basket weaving from a craftswoman whose skills were passed down through generations. Joining fishermen for a morning on the sea before tasting the catch in a seaside village. These are the kinds of experiences Jamaica wants international travelers to imagine when they think about visiting the island.

The Jamaica Tourist Board has unveiled a bold new digital campaign titled “There’s Always More to Jamaica,” inviting audiences to see the country not just for its beaches and resorts, but through the lives and creativity of its people.

Putting People at the Center

The campaign highlights community-based tourism as a way for visitors to engage deeply with Jamaican culture while creating economic opportunities beyond the island’s traditional resort sector. “Jamaica’s tourism story is as much about our people as it is about our landscapes and world-class resorts,” said Jamaica’s Minister of Tourism, Edmund Bartlett. “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.”

A Campaign of Connection

The digital-exclusive initiative will run through November 2025 across Google, Facebook, Instagram, and YouTube (@DiscoverMoreToJamaica), targeting key source markets in the United States, Canada, the United Kingdom, Germany, and France.

Hosted by Kingston-based content creator Justin Whitelocke, the campaign takes travelers inside Jamaica’s villages, kitchens, and cultural spaces. It showcases eco-adventures, heritage tours, craft workshops, culinary experiences, and marine excursions — all designed to show visitors a Jamaica they may not have met before.

“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,” said Donovan White, Jamaica’s Director of Tourism. “It is about creating meaningful connections while supporting grassroots tourism enterprises.”

Expanding the Tourism Story

The initiative is part of a wider effort to diversify Jamaica’s tourism offerings and ensure that the benefits of the industry reach a broader cross-section of the population. By elevating local guides, chefs, artisans, and farmers as central storytellers, the campaign underscores the island’s commitment to sustainable, inclusive tourism that goes beyond the shoreline.

For travelers, it’s an invitation to step off the beaten path and discover a Jamaica that is vibrant, personal, and rooted in community.