Jamaica launches new campaign featuring Usain Bolt

The Jamaica Tourist Board (JTB) has launched its new advertising campaign featuring Usain Bolt, who was recently appointed Jamaica’s Global Tourism Ambassador. In celebration of Jamaica’s Independence Day, the campaign debuted with a 30-second video spot that is now airing across digital platforms.

In the spot, the sprinter reflects on how his upbringing in Jamaica – from the hills of Trelawny to global stardom – has shaped every step of his journey. He highlights the country’s energy, resilience, and rhythm, inviting travellers to experience the island through its people, culture, and landscapes.

“This is our Jamaica,” says Bolt 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’s the spirit of Jamaica – we are a small island, but we do big things here."

“Usain Bolt has long been an icon of Jamaican pride and excellence,” said Jamaica’s Minister of Tourism, Edmund Bartlett. “This campaign brings his personal story and national pride into focus and shares that magic with the world. On our 63rd Independence Day, we’re proud to showcase to the world what makes Jamaica truly unforgettable.”

Bolt will continue to represent Jamaica on the world stage as part of a broader campaign strategy that includes digital storytelling, social media activations, and appearances at key global events. The campaign is designed to deepen the emotional connection between Jamaica and travellers while reinforcing the island’s appeal across its culture, music, cuisine, and natural beauty.

“This new campaign captures the essence of Brand Jamaica,” said Jamaica’s Director of Tourism, Donovan White. “Jamaica is bold, authentic, and full of heart. Usain’s unmatched global appeal and deep love for Jamaica make him the perfect voice to carry our message to the world.”